Today we’d like to introduce you to Morgan Ruffin.
Morgan, we appreciate you taking the time to share your story with us today. Where does your story begin?
I was drawn into hospitality at a young age. I played restaurant and bed & breakfast with my great-grandma in Houston. I would watch “Great Chef, Great Cities” after school, I loved everything about it. I went to Stephen F. Austin University in Nacogdoches and studied hospitality management. After several years working in the industry, my mom had the opportunity to take over a restaurant so I left my job to jump in. A tornado cut our run of “Puddin’s Cafe” short but sparked a passion to revitalize the downtown that the tornado-ravaged.
When people would ask me if I would ever open another cafe, I always said no. It was part of my life I thought I failed at and was moving on. But I kept taking notes of things I loved and things that worked and what didn’t. I became a wife and a mom and that was the best job I saw for myself. Rebecca made me feel complete. but somehow, I think my husband, Jared, knew I couldn’t shake my dream.
I decided to start selling bread and breakfast items at the local farmers’ market. I just thought of it as a post-quarantine hobby. after the Texas quarantine. People needed some carbs. After the first weekend of waking up at 4:30 am, setting up before sunrise, breaking down and going home and cleaning, Jared quietly asked if I was going to do it again and I started the conversation “I need a bigger panini press”
Two weeks later the opportunity to take over the landmark location of Interior Ideas and Wildflower Cafe came to life. The goal with Fern In The Wild was always to bring an elevated sense of dining and shopping together that felt part carefree crunchy, part rock & roll. This comes from my love of local and seasonal farming, my passion for photography and art, and belief that hospitality is a skill that never goes out of style.
I’m sure you wouldn’t say it’s been obstacle-free, but so far would you say the journey has been a fairly smooth road?
We purchased the business and building in July 2020, right in the middle of covid. I didn’t know what to expect and with the pandemic, shortages and price increases were the norm for me in this new role. We survived through the rest of the year and started construction in January 2021. It’s been a really slow process but it’s allowed us to plan and be really specific in our efforts to reopen. Discover brands and curate the best for our customers.
Alright, so let’s switch gears a bit and talk business. What should we know?
Fern In The Wild is a retail and restaurant space currently undergoing an epic remodel located in downtown Ennis. I love knowing the story behind where food comes from and how the products and brands, I bring in are made. I know how important it is to know the eco-impact of what we buy and sell. So that is my mission.
We are known for the holidays and it’s our favorite time of year! We unveil our decorated shop and trees each year at our open house. We also offer interior design services with Christmas decorating being the most popular.
We’ve been able to be a part of some amazing brands that are not only producing ethical retail but giving back as well. Bizz and Siss, a children’s clothing line, has been the most popular offering this spring. utilizing organic materials and giving back to CASA, a children’s advocacy group. Other categories like skincare, home decor, and kitchen.
We love surprises, fun facts, and unexpected stories. Is there something you can share that might surprise us?
I think most people would be shocked that I consider myself an introvert. While I am passionate about hospitality and the service industry as a whole, putting myself out there in this new way has been a much harder than I thought, but I am enjoying the journey.
Contact Info:
- Email: hello@ferninthewild.com
- Website: www.ferninthewild.com
- Instagram: @ferninthewild
- Facebook: @ferninthewild
Image Credits:
Jina Armstrong Photography
