Kate Morison

Kate Morison started her career in fashion as a would be designer. After failed attempts to master industrial sewing machines, Kate became more curious about the business side of the industry. She moved to Boston where she soon sensed a void in the specialty boutique market. At that point, people were fleeing from malls, seeking a less overwhelming, more service- oriented shopping experience.

In 2000, Kate combined efforts with two partners and launched a successful boutique in Boston’s charming historic district, Beacon Hill. In 2001 the unsuspecting Kate attended a friend’s wedding on Cape Cod. Little did she know, the bride was scheming to introduce her unattached pal to a grape farmer named Ames.

Kate left her life as an urban dweller and fashion entrepreneur to pursue love in the rural reaches of Northern California. After a period of adjustment, she came to discern that a commitment to superior style, and a commitment to sustainability are not mutually exclusive.

Arboretum was founded in 2006 with the goals of fusing fashion and purpose, and making retail relevant. She has never been happier than she is now, living with her husband winemaker Ames Morison and dog Royale.