Some of life’s most precious moments unfold in nature under a brilliant sky, beside the ocean’s edge, or around a beautifully set table with loved ones. Few embrace this more than Morgan Elliott, the creative force behind Lux.Fino, a boutique experience company in Tofino. A former teacher turned entrepreneur, Morgan’s journey from Costa Rica to Canada’s wild West Coast was not simply a change of scenery but a leap of faith into a new way of life one centred around curating unforgettable experiences.

Morgan’s story is one of passion, intuition, and an unwavering belief in the power of meaningful connections. Born from a desire to create intimate, luxury gatherings that feel as personal as they are breathtaking, Lux.Fino began as a vision for elevated picnics and celebrations and blossomed into an immersive business offering private chef dining, beachside crab cookouts, and luxury glamping under the stars. Each experience is curated with a deep appreciation for detail, a hallmark of Morgan’s creative spirit.

The pivotal turning point for Morgan came on what she thought would be a simple camping trip to Quadra Island. Instead, her partner, Andres, took an unexpected detour south to Victoria. With a smile, he announced they were going to shop for supplies and officially start their business. She describes this moment as electrifying—it was the push she didn’t know she needed, a realization that she could fully embrace her entrepreneurial drive while knowing she had immense support. With Andres by her side, she took the leap of faith, trusting her instincts and the deep sense of community that Tofino provides.

Of course, no business journey is without its challenges. Morgan openly shares that self-doubt and imposter syndrome have been hurdles along the way. Through this, she’s learned to lean on the support of fellow female entrepreneurs, recognizing that vulnerability is not a weakness but a source of strength. It is this same belief in community that makes her feel right at home in Tofino’s tight-knit business network, where collaboration and encouragement are woven into daily life.

Morgan’s strength and perseverance are deeply rooted in her love for her son, Mateo. As a mother and business owner, she strives to lead by example—showing him that resilience, passion, and perseverance are the cornerstones of a meaningful life. Her greatest reward comes from knowing that she is not just building a business but playing a meaningful part in creating cherished memories for others.

Looking ahead, Morgan has her sights set on expanding Lux.Fino and its sister brand, Lux.Remote, refining their offerings and creating new opportunities for visitors and locals alike to experience Tofino in a deeply personal way. Whether through an intimate proposal setup, a fireside seafood feast, or an exclusive glamping retreat, one thing is certain: she is in the business of making magic happen—one thoughtfully curated experience at a time.

Elevate your stay at the Inn with a touch of LUX. Mention this article to unlock an exclusive offer and add a Lux.Fino package to your experience. Discover all of their exquisitely curated experiences here. @lux.fino.

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