Cathy, a 25+ year veteran of the home interiors industry, enjoyed the freedom, flexibility, and profitability connected with her business. Her enthusiasm for product and industry knowledge, as well as her passion for building lasting client relationships, were her true motivators.
As Cathy built her home-based business, it became evident that selling window treatments was not only her favorite product and service to sell but also her most lucrative. She recognized the opportunity that the $11 billion custom window coverings market represented and the consumer’s need to work with a professional to make selections. The prospects were limitless and the earnings were substantial!
Through her own hands-on experiences over the years, Cathy created an invaluable and proven business model. She often thought that her knowledge and expertise could be of benefit to those who were seeking the same passion; a home-based window covering business that offers flexibility, freedom, fun, and the potential for a very lucrative income!
Cathy eventually passed the leadership role to her son, Josh Morse, who serves as the CEO of Made in the Shade today. Josh’s path to his position is well earned having owned and operated his own Made in the Shade Franchise in San Antonio with his wife Jessica. Together, Josh and Jessica built a highly successful business and are recognized as a market leader in their community and in the industry.
Josh carries on the tradition of passion, determination, experience and the gratification of helping others to realize their dream of owning and operating their own successful business.