Shula Rich, Waking Beauty founder

I’ve been part of our family business since I was a child and we knotted pikaki shell necklaces for pocket money in our Balham attic.

Although then sustainability wasn’t much talked about – early 50’s – my parents, who founded Tropical Shells company Limited in 1953, bought only shells washed up on the shore or surplus from food production.

Now it’s me making the choices I think about the effects of every single aspect of Waking Beauty. Every day I’m making choices about our environmental impact.

Shula Rich signature

I’ve been part of our family business since I was a child and we knotted pikaki shell necklaces for pocket money in our Balham attic.

Although then sustainability wasn’t much talked about – early 50’s – my parents, who founded Tropical Shells company Limited in 1953, bought only shells washed up on the shore or surplus from food production.

Now it’s me making the choices I think about the effects of every single aspect of Waking Beauty. Every day I’m making choices about our environmental impact.

Shula Rich signature

I’ve been part of our family business since I was a child and we knotted pikaki shell necklaces for pocket money in our Balham attic.

Although then sustainability wasn’t much talked about – early 50’s – my parents, who founded Tropical Shells company Limited in 1953, bought only shells washed up on the shore or surplus from food production.

Now it’s me making the choices I think about the effects of every single aspect of Waking Beauty. Every day I’m making choices about our environmental impact.

Shula Rich, Inventor of the Waking Beauty® Sleep System

Shula Rich, Waking Beauty founder

Materials

Cotton cases …

We need a low thread count to complement the air permeability of the filling. This is not woven in the UK. We buy from an old established family firm with supervised production in China, Oeko-Tex certified.

Oeko Tex logo
Waking Beauty silk pillow slip Reine, showing the craftsmanship

Silken Slips …

We use two silks:

Reine icon frontReine icon back

Reine – woven only in France under fair labour conditions – We can ensure working conditions for the silk weavers are regulated to European standards.

Carys icon frontCarys icon back

Carys– woven in India by fair trade hand loom weavers. A patented method of silk production that allows the silk worm to birth and leave the coccoon before the silk thread is woven.

We use one virgin Polyester:

Ayla icon frontAyla icon back

Ayla– This was a hard choice for me but I believe justified by its beauty and longevity. its dyes are regulated, it washes and wears superbly – drapes beautifully and for vegans has all the properties of silk without being extracted from animals. In terms of sustainability it will last many years and can, because it’s virgin, be recycled.

Zips …

Zip detail found on the Waking Beauty sleep system

We use zips from the only Zip factory still manufacturing in the UK

Product Labels …

Silk pillow slip woven label

Woven in the UK. Designed to last through washes and large enough not to peer at.

Wool Filling …

Align pillow showing the woollen filling and label close up

We use only UK wool from known sheep breeds keeping the micron measurement consistent. Processed for us by a family firm in Leeds. We do not use any imported wools to be sure that our sheep have not been Muelised a practice considered cruel by many and banned in the UK

Packaging …

Corrugated paper – printed/manufactured in the UK – recyclable and upcyclable

Calico bags – printed in the UK manufactured under fair trade conditions in India

Manufacture …

Waking Beauty Elements are only manufactured in the UK by old established family firms wishing to keep the traditional techniques alive for their workers.

Claims …

You will not find the words ‘anti-aging’ in our copy as we believe that age discrimination is pernicious.