Cult Status

The founders of three top-shelf start-ups share their secrets with Alley Pascoe

GENEVIEVE ROSEN

Bed Threads

Three weeks after Genevieve Rosen launched her linen label Bed Threads, she sold out of stock. It was August 2017 and Rosen had spent the two years prior developing the product. “Selling out was so validating. Before we launched, I struggled with self-doubt and felt very vulnerable. I’d put my heart and soul into the brand’s vision and [selling out] confirmed we were genuinely servicing the market,” explains Rosen, 29, who had a specific vision – an honest, accessibly priced, direct-to-consumer, online, pure linen bedding brand with carbon -neutral delivery and plastic-free packaging.

Before the brand’s grassroots launch, Rosen and her business partner/husband Alan built Bed Threads Instagram following to 2000. In the first few months, influencers Carmen Hamilton, Jasmine Dowling and Emilie Ristevski of Hello Emilie all posted about the brand, building hype among their combined two million followers. Bed Threads now has 43,000 Insta followers, and a distinct aesthetic. “We’re very inspired by art, the modernist period and artists such as Picasso and Modigliani,” explains Rosen of her carefully curated grid and “luxurious but accessible” style.

While a solid social media following certainly helped, Rosen says her product is at the heart of the business’ success. “Since launching, I’ve learnt your product is everything. You can have the best photography, chicest stylist and the prettiest website, but if your product doesn’t serve a genuine gap, it won’t matter,” explains Rosen, who has expanded her signature bedding line from six colour shades to 16, including turmeric and lavender pantones.