By now you are probably aware of how much I love stumbling across gorgeous brands. It’s like falling down a rabbit hole discovering a new one on Insta or Pinterest… scrolling, saving, dreaming up how I can incorporate them into future shoots, or happily adding them to my own cart.
Stumbling across Bed Threads was just as wonderful, and they are now officially on my wish list.
They are home of Australia’s 100% French Flax Linen Sheet Sets, the colours are to die for and affordable [usually not something you associate with linen] . So I loved the chance to talk to the founder, Genevieve, about this beautiful company she has built alongside her husband, and some of the behind the scenes story of this wholehearted brand.
Who are you and what do you do?
My name is Genevieve Rosen-Biller and I’m the co-founder of Bed Threads, the only brand in Australia currently that sells 100% French Flax Linen Bedding Sets (that include two pillowcases, a duvet cover and a fitted sheet) at an accessible price point.
What is a typical day for you?
Everyday is different – such is the world of digital and e-commerce – but ‘typically’ I wake up early, have coffee at my local bakery with my husband [and co-founder] Alan before starting the day at Bed Threads. Mornings are usually reserved for responding to emails, dealing with the logistical and technical parts of the business and organising the day’s content (across our social media channels and our website’s Journal. Then, afternoons are usually more creative – whether that’s overseeing new product development, organising photoshoots or merchandising our website.
What do you love most about what you do and why?
It sounds clichéd but if you’ll indulge me, it’s a privilege to wake up everyday to do what I love! I’m passionate about every aspect of Bed Threads, whether it’s digital marketing, social media, customer care or logistics; but being able to be agile working in the fast-paced world of e-commerce keeps things exciting every day.
When did you start doing what you do and turn it in to a business?
Bed Threads was conceived in 2014, when I moved into a new home and wanted pure 100% linen bedding. After lots of searching, I found that I was priced out of this option because everything on the market at the time was expensive and was sold as separates. I thought, “why isn’t there something available that’s accessible, bundled together and able to be ordered online?” So in 2015, my husband and I started what would be two years of rigorous product research and development. We sourced the highest quality 100% French flax linen bedding, ensured our packaging was sustainable, chose our beautiful colour ways, built our website and refined our brand. We officially launched in August 2017.
How did you get the courage to take the jump and make the leap?
At the time I was creating Bed Threads with my husband, I was also working full-time as a journalist in an amazing position within an equally amazing team. My journalism career was definitely not something I was trying to escape from [I loved the career I had built] but as my quest to create luxurious, yet affordable linen bedding sets became a thriving business [we sold out of our first stock just three weeks after launching!], I realised it was time to quit my safe, full-time job and devote all my efforts to continuing Bed Threads’ growth.
While it hasn’t been easy, every hurdle we’ve encountered has helped us to better our offering. We recently added two candles – Spiced Pear & Oak and Fireside – to our range and although it took over 30 iterations to achieve the scents I envisioned, it was completely worth it to see [and smell!] the end result. While leaving my job was terrifying at the time, knowing that I had years of self-directed linen market research behind me and had a unique, premium product made that leap of faith easier.
What does being wholehearted mean to you? Tell us about a time when you really had to push through and be wholehearted.
To me, being wholehearted is about committing to something you’re passionate about and following through on your vision no matter the setback. From the second the idea for Bed Threads implanted itself in my brain, I’ve been single-minded in bringing my brand to the world, despite time constraints and various challenges thrown at me along the way.
What has been your proudest career achievement to date?
While it’s been an incredible thrill to see Bed Threads featured in publications like Vogue Living and Home Beautiful Magazine, I’m proudest when I read our customer feedback. We receive so many lovely reviews about everything from our sustainable packaging to the buttery-soft feeling of our bedding and it makes my day every time.