Linen Quarter – a little bit about us

About us

We would like to take the opportunity to introduce ourselves and our small business, Linen Quarter. As an independent business, we feel it’s important that you have the opportunity to get to know us, understand our ethos, and are able to ask us any questions you might have. Here’s a little bit of information about us.

Who are we?

Linen Quarter is a husband and wife team (Sara & Gideon).

When did you launch?

October 2018 (12 October to be exact).

What does Linen Quarter do?

We sell bed linen, made from the finest natural 100% organic cotton. All of our bed linen is sold online, and we sometimes have pop ups in our local area.

Where is your local area?

Kingston upon Thames – South West London/Surrey border.

Why did you start Linen Quarter?

We love luxurious things, we love hotels, we love interiors and we want to try and be more environmentally (and socially) conscious. Why not combine all of this in a new business venture?

Before our son came into our lives, we used to frequently stay away in hotels both in the UK and overseas. Since having him, and very limited childcare options, we still get to stay in lovely hotels but with a third (little) person sharing our room. As lovely as this is, it’s not the same! We miss our pre-child days of romantic evenings with just the two of us.

We wanted to recreate the decadence of a luxury 5-star hotel feel to bed linen in the home environment. Why not recreate this experience in your own home, and for others to benefit from this as well?

We also believe everyone has an environmental and social responsibility. People are becoming increasingly conscious of their environmental footprint and the impact their consumer choices have. Just as organic food is grown without the use of chemicals and pesticides, organic cotton fibres are also grown naturally. This is better for you, better for the farmers and their families, and better for the environment. It’s a win/win really. Our first collection is The Organic Collection.

What’s your business ethos?

We are committed to bringing you fine quality products that are ethically made and sustainably sourced. Products with full supply chain traceability. Global Organic Textile Standard (GOTS) certified organic cotton delivers this traceability. All of our bed linen is GOTS certified.

We also wanted to sell quality products at an affordable price. Why should luxury just be limited to the few? We believe that affordable luxury can be achieved by all.

We want to bring some honesty into the bed linen market. There are so many myths around bed linen, many of them created by marketing people to artificially increase the prices. We want to bring an honest approach, by selling products that are produced in the right way and sold at the right price. A more ethical (and moral) approach, wouldn’t you agree?

We only develop products we love. It’s as simple as that. We love bedtimes. There is nothing better than the feel of getting into a freshly made bed. It is one of life’s greatest pleasures. At least we think so!

What do you love about running your own business?

We pretty much love everything about it – the sourcing, sales and marketing, interaction with customers, networking etc. It can be fairly stressful starting out, especially when you’ve spent your savings on stock, but so far, it’s been fun. The flexibility is great too. I [Sara] can fit my work around our son and dog.

At times it has not been easy. There have been challenges galore. It’s certainly been a steep learning curve.

The “shop small” and “shop independent” trend is strong at the moment, so it feels like there’s a lot of support and love out there for independent businesses. We’re hoping this trend is here to stay!

Now you know a little bit about us.


LINEN QUARTER’S SARA – quick fire questions:

What’s your guilty pleasure?

Box sets. And gin, or wine, or both!

Favourite place for a spring-like walk?

Richmond Park – always. I feel privileged to live so close to this. Our dog loves his daily walks here.

Night owl or up with the lark?

Up with the lark nowadays. It takes too long to recover if I have a late night (it’s an age thing). Plus the dog is desperate to be let out!

How do you like to relax?

In the evenings you’ll find me collapsed on the sofa with hubbie, a glass of wine (or two) and a good box set.

Something I’m really proud of is:

Our son. He’s doing brilliantly at school and in sports; he’s happy, polite, so very kind and is a delight to be around (most of the time).

Any hobbies?

I love anything to do with houses, interiors, design and the home in general. I’m a bit of a home body. Just don’t ask me to look after a plant – I kill them swiftly.

What’s the biggest home project you’ve undertaken?

We completely gutted and extended our family home around 3.5 years ago. We bought a Victorian cottage back in 2007, which we knew had potential, but knew a lot of money would need to be spent on it. We saved up for many years so we could modernise it and make it into a lovely family home. It was incredibly stressful doing this work. The number of decisions that needed to be made was quite daunting. The financial side led to many sleepless nights. We are so thrilled we did this though – it’s really worth it.


If you would like to know more about us, please get in touch. We are happy to answer any questions you have about us.

Sara x