Who We Are

Welcome to Hawthorn | Ritual, Home & Design, a sanctuary for those who believe home is more than a place—it is a living, breathing story.

Located on Main Street in the heart of Viroqua, Wisconsin, Hawthorn is an invitation to slow down, savor beauty, and surround yourself with objects that are practical, useful & carry meaning.

Here, you’ll find heirloom goods, natural materials, and timeless design—objects with story, character, and the kind of depth that can only come from thoughtful making. Our shelves hold a mix of sustainable new pieces and discovered vintage, chosen for their beauty, longevity, and ability to help your home feel like a true sanctuary. Hawthorn honors the handmade, the well-worn, the thoughtfully designed items that carry depth and presence, pieces meant to live with you for years.

Here, sustainability is not a trend but a way of being.

We gather vintage and antique pieces that have lived many lives, objects worn with care and softened by story. Alongside them, we source new items crafted from natural fibers, honest materials, and earth-friendly practices—pieces that honor the land and, when their time is done, can return to the soil. New goods made to endure, to be passed down, to become future heirlooms.

Hawthorn is an invitation to make home a sanctuary.
A place to discover beauty that grounds you, inspires you,
and reminds you of the simple, sacred rhythms of daily life.

Welcome in.
Come & slow down with us.

Founded by Alyson Morgan, writer, herbalist, and creative, Hawthorn is shaped by the heart of her living: from her California roots, to her Driftless Wisconsin home, and the branches of her experience & family tree reach toward France, where the quiet elegance of European design continues to inspire her. Her devotion to the Earth, to seasonal, cyclical living, to herbal practice, ritual, and the shifting light of each season guides the way the shop is curated and cared for.

Hawthorn is the place where she gathers these threads, her landscapes, her craft, her way of seeing, and gently weaves them together.

Meet the Founder