BEDDING IS FOCUS OF FAMILY BUSINESS
Since she was a young girl, Colombian-born textile entrepreneur Sheryn Saab envisioned Canada as a great place to live. At 25, she’s now only waiting for travel restrictions to lift before she completes a move here that began several years ago.
“My parents always talked about moving to a place that would have more opportunity, that was equitable, multicultural, inclusionary, so I feel very lucky to be able to work here,” she says.
It was while studying business and marketing in the United States that Saab began to explore Canada as a base from which she could help expand her family’s operations, a textile company that spans three generations.
“I saw a space in Canada, and said let’s move in to it,” she explains.
Initially, the product category was coffee, but that started to change as Saab began buying bed linen for her Toronto apartment.
“I went to a department store, and the experience just wasn’t very good. The lighting was fluorescent, there was plastic everywhere, the sales people did not know a lot about the product. At the other end, I went to beautiful boutiques that had great product but prohibitive pricing. That’s when it started clicking, it’s not supposed to be that hard to get premium-quality bedding at accessible prices.”
More digging and wider research convinced Saab bed and bath linens were the way to go.
She had the advantage of having deep roots in the textile industry, and of being able to tap both her father and grandfather for advice and expertise.
In February of 2020, Saab launched envello. Despite initially being “paralyzed by fear” at the idea of embarking on a new business venture during a pandemic, she soon realized that “more than ever people want to turn their homes into sanctuaries, a place where they can decompress and recharge.”
While Saab is grateful for familial support, as president, she’s clearly steering envello. From the start, for example, she advocated for a direct-to-consumer model that would both streamline distribution and strip out costs.
That strategy was driven, she says, by a knowledge of how inflated retail markups can be.
“In this day and age, I think consumers should only be paying for quality and good design,” she says.
Products from envello are made using traditional looming techniques in the northern region of Portugal, a country with a long and respected history in the textile trades.
Designed by Saab and inventoried here, all products are made under ethical and environmentally friendly manufacturing practices, and are Better Cotton Initiative, OEKO-TEX and ISO certified for responsible sourcing, fair wages, and safe working conditions. Patterns are handcut, and finished items are manually inspected.
Pricing is $158 for a percale queen set (flat and fitted sheets and two pillowcases), and $228 for a chambray set in solid or striped yellow and blue. There’s also a sateen-finish line that comes in white or white with grey or beige trim. A queen set sells for $188.
A line of 100-per-cent cotton bath linens includes plush robes and bath, hand and wash towels, as well as bath mats. There’s also a herringbone wool throw made from sustainable fibres.
In summer heat, Saab recommends 100-per-cent cotton sheets.
“Blends are fine for every other season, but for summer percale and chambray are the best,” says Saab, pointing out that the basketweave pattern allows air to circulate, and that cotton is lightweight and wicks moisture away from the body.
To ensure they last well, Saab suggests washing sheets in a gentle detergent that doesn’t contain whitening agents. Bleach is a no-no. Water should be no higher than 40°C. If possible, hang sheets on a line outdoors or drape them over an interior door to air-dry.
If you put them in a dryer, use a low setting for no more than 15 minutes.
Despite the uncertain conditions, Saab says business is starting to hum.
“People like good quality, but they also care about a good price,” she says. “I’m going to give them both.”