Sheryn Saab, a 20-something third-generation Colombian textile entrepreneur, recently made the bold decision to launch a new Canadian linen brand called envello and, in doing so, is taking charge in shaping the bedding category to shift toward a more eco-friendly and ethically manufactured focus—an important movement that puts our planet first. We chatted with Sheryn about linen, sustainability and female entrepreneurship ahead of International Women’s Day on March 8th. —Vita Daily
Hi Sheryn! When and why did you launch envello?
I launched envello at the outset of the pandemic in February 2020—in fact, we just celebrated our one-year anniversary! It was very challenging timing, but we quickly realized that it was also an opportunity! People were craving the power of a good night’s sleep more than ever. I’m the third generation in my family to be involved in the textile business. Despite that, while I knew I’d always start a new business, carrying on the family tradition was not my initial goal! The decision came after a personal experience shopping for linens, which made me realize there was a gap in Canada’s homeware space. The shopping experience included a lot of plastic and a lack of knowledge. All the brands I saw would make me compromise either affordability, sustainability or quality. Consumers shouldn’t have to choose. I decided to create envello and offer quality bedding, priced affordably enough so that more people can have access to a great night’s sleep and an even better morning. I’m determined to change the notion that shopping for bedding, which you spend a third of your day in, has to be a stressful, expensive, or frustrating experience.
What products do you offer, and what makes them and your brand unique?
envello offers beautiful, premium quality bedding and bath products made ethically in Portugal. You will find bed sheets, duvet covers, pillowcases, fitted and flat sheets in our bedding assortment. We also have a small luxury towel selection and our best-seller, the Classic Cotton Bathrobe. Our products are practical and functional and designed to bring joy into your space. I made sure our designs had useful touches to make bed making easy such as “Top/Bottom” tags on our fitted sheets, and envelope closures on the pillowcases to keep them in place. We also package all our bedding in handy, reusable cotton bags. People are becoming increasingly aware of the link between good sleep and overall quality of life, and are recognizing that loving your bed and the space you spend so much time in, has a huge impact on your mood and well-being. I want people to love waking up and getting out of bed because they’ve had an amazing sleep—everything we do is focused on helping make that happen.
Please tell us more about the ethical and environmental aspects of your business.
We’re committed to protecting the health of our customers and the planet. All our sheets are Oeko-Tex certified, which means that every part of them, right down to the threads and buttons, are produced without the use of harmful chemicals. Our bedding is placed in a reusable fabric bag, and we ship all our products in 100 per cent recyclable tissue and cardboard boxes. People deserve ethical treatment and fair wages for the work they do. Our factories support and are committed to these principles. We took a long time selecting our partners because we wanted to ensure they were responsible producers who were aligned with our values. We’re also looking for ways to give back to our community. We recently partnered with Furniture Bank, a local Toronto-based charity, to repurpose some of our returns and provide bedding to families in need. More is on the horizon; we’re investigating other grass roots initiatives that we hope to launch later this year.
Why is envello the “good morning linen company”?
It’s proven that sleep is integral to people’s moods and how they feel about life in general. We want people to wake up feeling amazing and we believe good bedding is a key contributor to sleep quality. The most rewarding feedback we receive is from customers who tell us that their sleep has improved since they purchased our sheets and they’re now a customer for life!
With International Women’s Day upon us, how are you, as a young female founder and CEO, challenging conventions and taking charge? Besides making amazing bedding, what’s your ultimate goal as an entrepreneur?
You’re right, being young and someone who identifies as a woman in an industry traditionally dominated by men can be challenging. Every day I choose to challenge conventions just by showing up and staying committed to growing envello. Far beyond building a profitable business, I’ve always hoped to create an organization with sustainability at its core. I consider a company to be sustainable when it creates value for the economy, the environment, and society in the short and long term. I want to find ways to reduce our industry’s landfill, employ even more honest and hardworking people, and create products that solve problems and make people feel better.
What’s making your mornings good these days?!
For me, it’s anything that helps me feel present. I love to work out first thing in the morning and have been boxing a lot recently—I find it’s a great way to get my blood pumping and the adrenaline going! I also enjoy a really hot shower and pampering myself with a skin-care routine while listening to background music. I write down my priority list for the day, have a substantial breakfast, and then I’m ready to go! I’ve also started a gratitude journal and even though it’s only been a few weeks, I can already tell it’s a game-changer.
Win! An envello Crisp Chambray Sheet Set
Congrats Pier Anne B. of Quebec, QC, who will receive an envello Crisp Chambray Sheet Set in yellow stripes and in the size of their choice, valued from $228 to $258! Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadaily.ca. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.