Vivid & Complex
This piece was originally published in the April-July 2019 issue of our journal, Vol. 5, Issue 1: Women of West TN.
For as long as Morgan Carkuff can remember, her parents have been collectors of one-of-a-kind antiques.
“I remember drawing on an old Thomas Edison Tracing Table from the 1800’s and showing friends the eclectic mix of the turn-of-the-century and modern items hung on the wall or sitting on shelves,” Morgan reminisces.
“I traveled all over the place with my parents to auctions and various types of sales and grew an appreciation of all the old things that I was surrounded by and the stories they had to tell.”
The list continues with interesting artifacts such as an old tintype photo of Jesse James, international love letters from war, pristine arrowheads, and a boutique of small items too special to describe in words.
Having grown up in what she calls “the residential version of Cracker Barrel,” Morgan became intrigued by the unique beauty found in old things. She was eager to know the history behind the pieces discovered by her parents.
“I traveled all over the place with my parents to auctions and various types of sales and grew an appreciation of all the old things that I was surrounded by and the stories they had to tell,” Morgan says. “My parents had no use for the old clothes and jewelry they found, so I would always pick through it and get what I wanted.”
After her parents’ longtime hobby transpired into a full-time business venture, Morgan’s brother, Chase Walker, was led to launch his own business online and eventually in downtown Jackson at theLOCAL. The Lost Reserve, as he named it, features curated vintage finds such as old band tees, denim jackets, and classic vinyl records.
Morgan was deeply inspired by her family, and in 2017, she knew it was time to follow in their footsteps.
“The idea has always been in the back of my mind, and seeing my family pursue their dreams, along with the endless support my peers were pouring into me, it really sparked my desire to do the same in an environmentally friendly way,” she says.
Morgan researched until she found a meaningful name that depicted her vision perfectly.
“Your sense of style is really a staple of your own personal identity on an arrangement of things.”
“The definition of ‘sonder’ in short is ‘the realization that each random passerby is living a life as vivid and complex as you,’” Morgan says. “The word ‘finery’ kind of fell in place. Plus, I wanted something that people aren’t used to seeing.”
By March of 2017, Morgan’s intentions and ideas began to manifest through allocating her passion with others by selling timeless apparel and classic pieces, and Sonder Finery Co. was born.
Since launching online, Morgan has sought out more for her brand, constructing goals to enable and encourage women to express themselves through clothing, to embrace who they truly are, and, most importantly, to follow their dreams.
“I believe the way you dress can be an art form, and through that, self-expression,” Morgan proudly states. “The same amount of artistic expression goes into making clothes, and the same can be said for how you wear them. Your sense of style is really a staple of your own personal identity on an arrangement of things.”
“Our distinctiveness is vital to society. It impacts our identity and stimulates change.”
Being an advocate of self-expression, Morgan stresses the importance of dressing for yourself without fear of what others think.
“Our distinctiveness is vital to society,” she says. “It impacts our identity and stimulates change. Every new day is an opportunity to embrace your individuality. Own it!”
What is Morgan’s personal style, you ask?
“I think my style is very eclectic. I gravitate towards neutral tones, and I love a good pattern mix. You can usually find me in a hat as well,” Morgan says with a giggle. “My sisters and I often trade clothes, and I wear my brother’s clothes all the time. He’s a master at collecting vintage t-shirts.”
Sonder Finery Co. organizes its wares in three categories geared toward your clothing needs with flattering pieces and motivation to keep you inspired and empowered: vintage, staples, and elements (or accessories). Vintage pieces are described as “sustainable, ethical, and quality ware,” and the staple items are named after impactful women throughout history, a clever way for Morgan to nod to the past and inspire for the future.
“I love meeting new people to thank them for their purchase in person.”
“What you choose to wear on a daily basis, in my opinion, is based on a few things: how you feel, what you desire to feel, and what you want others to feel,” Morgan explains. “It is a reflection of your unique complexity as a human being.”
Recently, Morgan decided to grow beyond her website and begin offering seasonal pop-up shops throughout the community.
“I bring my clothing to you, and you can invite friends to shop and hang out,” Morgan says.
For those unable to attend the events, though, Sonder Finery Co.’s online shop is always open and priced very reasonably for one-of-a-kind, high-quality pieces. And for those local to West Tennessee, Morgan offers free pickup in downtown Jackson to save on shipping costs.
“I love meeting new people to thank them for their purchase in person, so it’s been really rewarding to me,” Morgan says.
From its conception, Sonder Finery Co. has proven to be more than a boutique; it is a pathway to fashion, where you can express yourself, not only in style but in confidence. As fashion designer Anne Klein puts it, “Clothes aren’t going to change the world, the women who wear them will.”
Asanta Brooks is an author and freelance writer. Her passion for writing stemmed from creating and illustrating comic strips as a child, which lead to her becoming involved with the high school paper and excelling as a feature writer for her college paper. She resides in Jackson with her adorably energetic four-year-old son, Alex.
Photography by Lele & Beane Photography and Sam Slay Photography.
