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Exploring Life & Business with Morgan Holt of Fiddle & Fig

Today we’d like to introduce you to Morgan Holt.

Hi Morgan, thanks for joining us today. We’d love for you to start by introducing yourself.
Jamie is my brother’s girlfriend’s mom and we bonded over our love of home decor and visiting the local shops and towns in Jamie’s hometown of Lancaster, Pennsylvania. I told her about Winston-Salem needing a home decor store like the ones in PA and mentioned it would be a dream to open one here, but at the time I was working full-time as an attorney. Jamie said if you find a building, we can discuss it. I knew Joe & Jodi Williams of LMI Builders from their remodel and restoration of the law firm where I worked. After telling Joe that we were looking for a building for a store, he found the location we are in now at 403 West End Blvd. The pieces fell into place from there. Jamie sold her house and moved to NC in late 2019. We were hoping to open in March of 2020, thankfully that did not happen and instead, we opened in October of 2020. Jamie ran the day-to-day while I continued working. In March of 2021, I quit my job and came on full-time at Fiddle & Fig.

We all face challenges, but looking back would you describe it as a relatively smooth road?
We were hoping to open our doors in March of 2020. Construction and permitting delays caused work to not begin until around then, so instead our opening was in October of 2020. At the time we were discouraged, but now we know it was all a blessing that we opened in October. COVID had its challenges but all in all we are thankful for being able to open our doors and stay open through the past year.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
We are a retail home decor store. We sell home accessories, furniture, accent pieces, wall decor, rugs, lighting, etc. We are known for our affordable prices, accessible inspiration, and a consistent inventory. We pride ourselves on these aspects of our business. We are proud of the brand we have created, the consistency of our marketing, and our growth on social media in the year we have been open.

Is there any advice you’d like to share with our readers who might just be starting out?
We always tell anyone who asks us for advice that you first need a brand story. You need to identify your brand and when you launch your business, make sure your brand, tone, voice, colors, logos, etc. are all consistent, reliable, and recognizable.

Contact Info:

  • Email:
  • Website:
  • Instagram: fiddleandfigmarket

Image Credits
Adornment Photo
Fiddle & Fig

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