Hi, we’re Sam and Shivani, the husband and wife co-founders of Strawberry & Cream - Home. We have not worked in the bedding industry. We realised cotton farming harmed the supply of earth’s most precious and scarce resource - water. That motivated us to start our business. Research showed a very dark and disturbing side to the cotton growing industry.
It played on our conscience, realising how big a problem cotton farming actually is. We all depend on it to some degree for our clothing and bedding needs. With a growing population, demand for cotton is only set to grow further. The resulting effect on climate change is only likely to increase.
We learnt that over 95% of cotton grown is of the genetic modified (GM) type. GM cotton grows under irrigated conditions, depleting ground water resources. It requires over 11,000 litres of water to make a pair of jeans. The organic type, which is grown under rain-fed conditions, reduces irrigated water use by up to 80%. Sadly, the organic type makes up 1% of the global cotton crop.
What got us out of bed when starting out?
We discovered that a few High Street retailers dominate the bedding industry in UK. Most either do not sell, or have very few product choices by way of organic cotton bed linen. It is disappointing, considering that climate change is real and here to stay. We think that single-use plastic packaging, with a printed piece of cardboard is unattractive... and not eco-friendly. Most High Street stores bed linen comes packaged like this.
We also discovered there was no information about fabric quality. Consumers could not make informed choices. Thread count was the only added information available to them. Thread count is a meaningless and misleading marketing term.
On average we spend a third of our lives in bed. Sleep influences our mood and creativity. It is a vital part to a human being’s health and wellbeing. Bed linen quality can affect sleep quality. So the lack of information was disappointing.
A stylish and well-made bed is an attractive statement piece of décor in a bedroom. Well-designed bed linen should make it easy for anyone to change sheets. Yet most bed linen sold is dull and functional. It is not well designed. Sheet changing and bed making becomes cumbersome and time consuming.
Improving the design of bed sheets inspired us to start our business. We also decided to focus on making great quality sheets at affordable prices.
We started our business to achieve 4 key objectives:
- To contribute towards improving the environment’s and cotton farmers health.
- To share vital knowledge with consumers, to make better choices when buying bed linen.
- To give consumers a better experience with ethical, well made, well designed and luxurious products... in eco-friendly and re-usable packaging.
- To educate people on the benefits of buying products made from organic cotton.
From not knowing much about textiles, our journey has been educational. We learnt about textile and fabric construction, design, and much more. We had plenty of discussions with factories on technical matters. We tested many samples & experimented with different design elements. We are now proud to bring to you our range of GOTS certified 100% organic cotton premium bed linen. We are confident you will love it as much as we do.
Why choose to buy our bed linen?
We pride ourselves in being transparent. We are happy to share with you knowledge on the important characteristics when buying premium quality bed linen. You will understand the difference between poor and good quality fabric. You will be better informed about what to look for when buying your bed linen - whether from us or elsewhere.
Our bed linen is elegant and simple in design. Much like the classic British favourite, Strawberries & Cream. Helpful features like side flaps on our Duvet Covers makes duvet changing easy. Embroidered logos on Fitted Sheets in our Signature Collection identifies the correct position of the sheet on the bed. After a long day, there’s nothing quite like the sight of a well-made bed and the feel of buttery soft sheets. We hope our bedding evokes feelings of joy and happiness in you.
Our bed sheets are made from 100% organic cotton and is GOTS certified. GOTS is the gold standard in excellence in the textile industry. Stringent criteria need to be met on production standards and worker welfare – from farm to factory. Peoples' quality of life and the environment has changed for the better as a result. We take huge satisfaction in this knowledge.
Of course, none of this is possible without your custom. By choosing to buy organic cotton products you contribute significantly in helping change the world.