‘Soft’ linen launch goes viral

From comfy loungewear to inspired linen bedding, Arya & Mo takes inspiration from its Middle Eastern roots

An online store selling soft and luxurious bed linen and bed wear, Arya & Mo is based in New Zealand and ships worldwide. Founder Keisha shares a bit about how the business got started and what makes their products stand out from the rest.

Can you share the story behind the inception of your bed linen brand? What inspired you to venture into this industry?

I started with the intention of creating comfortable loungewear sets that I personally liked, featuring floral designs inspired by my culture which I hadn’t seen before. I thought the idea to have these designs paired with bedding sets would be really cute. Uncertain of how it would be received or who my customers might be, all I knew was that if I could influence just one person to make a purchase, it could be successful. Before our launch, we posted a TikTok that went viral, which got over 10,000 visits to the website and attracted over 1000 subscribers eager to purchase a set – all from that single TikTok. That’s how it all really started.

What sets your bed linen brand apart from others in the market? How do you differentiate in terms of quality, design, and ethos?

There is meaning behind each of our floral designs. For instance, our Irem design is inspired by blooming pomegranate trees in the spring and summer and incorporates the Nnazar, also known as the evil eye, which is believed to protect you from negative energy. The design symbolises the harmony between abundance and protection. This is what resonates with our customers. Made from 100 per cent cotton muslin, it’s also extremely soft. Everything is crafted with love and consideration.

Could you describe the design philosophy behind your bed linen collections? What themes or inspirations do you draw upon when creating your products?

In the beginning, we drew inspiration from the Middle East, so you’ll notice that our initial designs feature pomegranate trees, olive trees, and native flowers and plants from that region. We also do a lot of research on different flowers and what they mean in different cultures. Our latest jasmine design was inspired by night-blooming jasmine flowers that only blossom at night, symbolising love and beauty.

Customer experience plays a crucial role in brand loyalty. How do you ensure your customers have a seamless and delightful experience when interacting with your brand, from browsing products to postpurchase support?

We are dedicated to ensuring that our customers and followers feel valued and seen. As customers ourselves, we understand the essential elements to prioritise such as fast shipping, seamless returns and exchanges and prompt responses. Given the online nature of our business, we try to personalise all the touchpoints we do have with our customers to foster a strong connection with our brand. Everything we do is a reflection of what they’re saying and interacting with. Drawing from my background in marketing automation, I prioritise data-driven decisionmaking to ensure our customers have the best experience, from browsing our website to receiving and opening their package. One customer messaged us recently to express that she cried upon receiving her package, as she was deeply touched by the handwritten note, stickers, and thoughtfully curated packaging, which made her experience all the more special.

In what ways do you see your company evolving or expanding in the future, and what goals do you have for its growth and development?

We are hoping to expand our product line and introduce different fabrics that offer the same level of softness as muslin. We also hope to establish retail partnerships in the future, enabling potential customers to experience the true softness of our bedding sets before making a purchase.

Visit aryaandmo.com for more information or to shop