THE DUVET HELPING MENOPAUSAL WOMEN TO BETTER SLEEP

A good night’s sleep – it is one of our basic needs however the crucial health benefits of this simple act are becoming more and more apparent through medical research and a focus on our wellbeing.

Try telling that to the millions of menopausal women¹ who experience, night after night, disturbed sleep patterns through hormone and temperature changes.

The world menopause market has become a multi-billion dollar industry² and is set to grow even further as this is not just a “hot” flash phenomenon. This means more and more products and services are flooding the market, from PJs to pillow sprays, and can lead to huge trial-and-error spending³ by many desperate women searching for a solution to help them sleep better.

Joan Johnston, founder of Ava Innes Luxury Bedding, wants to help.

Back in 2019 Joan developed a range of innovative, natural cashmere and Scottish wool fibre filled duvets really focusing on provenance and sustainability. By the following year she collated research of her existing customers and found that a staggering 93% were finding they were having better quality sleep⁴ with an Ava Innes duvet. Following this research, she noted that there was particularly positive feedback from women struggling with menopause symptoms.

Johnson explained: “With the natural temperature regulating properties of the unique patented duvet, coupled with the different seasonal weights available, our customers can find the perfect combination to help them sleep better. This is particularly helpful to women who are experiencing hot flashes night after night.”

This led Johnson to the idea of giving potential customers the opportunity to test and compare the duvet before purchasing and has set up the Ava Innes Menopause Sleep Trial.

She continues: “I really want my customers to love having one of my duvets and to feel the benefits from the innovative blend of natural fibres. But I recognise it is very subjective and by allowing people to test and compare to their existing duvet without having to invest straight-away gives them some peace of mind. This is especially important in the current economic climate where household budgets are so tight.”

It is not surprising however that Ava Innes are prepared to open their duvets to scrutiny as the initial test of the Sleep Trial has been hugely positive with 80% of menopausal women reporting an improvement on their sleep quality⁵ with feedback such as:-

• “Sleeping more soundly”.
• “Warm without causing sweating”.
• “Not experiencing the same temperature fluctuations”.
• “I slept all night long for the first time in a year”.

And it is not just the feedback that was positive, a huge 70% of participants went on to purchase the duvet reporting that where applicable partners were sleeping better too.

Johnson concludes: “My mission was to create a beautifully made product that was natural, sustainable and made in the UK. If, as a consequence of making the product, women suffering from menopausal symptoms are finding relief and comfort in my duvets then I am absolutely thrilled.”

To participate in the Sleep Trial just head to www.avainnes.com/pages/menopause-trial and follow the instructions. There will be £150 refundable deposit to pay and should any participant wish to buy the duvet then there will be a discount as a thank you for their feedback.