Blessed Earth; Organic bedding, mattresses, underwear, sleepwear and more

Not sleeping well? Could and an organic mattress and linen help you sleep with a clear conscience and lungs?

Itchy jocks and socks? Have you considered organic underwear?

Blessed Earth (www.blessedearth.com.au) offers a vast array of certified organic bedding and clothing for all age groups including everything from underwear and baby clothes to mattresses and toys. In this inspiring interview Blessed Earth co- founder Raithe, covers everything from the benefits of organic cotton production, the difficulties of starting an ethical business and the beauty of doing what you love. We think you'll find this an inspiring read; we did!


Gina: What inspired you to start Blessed Earth and how has the journey been for you?

Raithe: Five years ago there was very little organic cotton on the internet and no-one had thought about it much.
Radha had the idea to sell organic cotton underwear as that seemed to be where the greatest benefit would be felt.
It took us 6 months to source some organic fabric and work out how to get from a basic style idea to a saleable product. In the early days we did all our own cutting and even patternmaking. It was a fully hands-on rapid learning curve.
A few months after opening, business was painfully slow. We had started the business on a private loan, and friends kept lending us money, even though we were upfront in explaining that things were tough.

A year after opening, we took the plunge and opened our first shop, with the help of a bit of consignment stock from here and there. We worked horrendous hours, up to 1oo hours a week and gradually business began to build up.We’ve always been prolific advertisers and used every opportunity to write articles in magazines about the merits of organic cotton, so that over time, people came to associate us with organic cotton.

After developing our organic cotton products for 2 years, we were given the opportunity to get into organic wool and that’s when the fun really started. We knew nothing about the performance of wool and it cost us $ooo’s to discover that the wool used in bedding needs to be purebred Downs wool, not just wool from an organic farm which had been infused with other strains.

After countless refunds, we finally got it right and went on to achieve Demeter certification for our wool bedding range – a world first. Disappointingly, both wool scours that were doing it certified organically had to close down earlier this year, as wool merchants send most of their wool to China for cleaning these days. However we can still get our wool scoured to organic standards without the piece of paper and it truly is a wonderful range of products, the equal of anything in the world.

Today, Blessed Earth is a thriving business defying the global recession. We are currently planning to franchise the business Australia-wide.

Gina: The value of eating organic food is now understood by most individuals and while the importance of organic fabrics and bedding is by all means blossoming, some people still find it hard to understand. Can you give us a brief idea of the most important benefits of organic cotton for the consumer and the environment?

Raithe: We have a full description of these things on our website (www.blessedearth.com.au) but the following summary covers most advantages:

Here are 9 compelling reasons why you should be using organic cotton.

1)Quality. The wide variety of chemicals used in the growing and processing of conventional cotton – some 82 of them – only serve to weaken the structure of the fibre and eventual fabric. Organic cotton is more durable.

2) Comfort. Consumers consistently report that organic cotton products feel better against their skin. As any kinesiologist will confirm, organic cotton products resonate more harmoniously with the human body.

3) Wellbeing. Chemicals are not good for us and are largely to blame for the escalation of degenerative diseases. They are absorbed through our skin and through our lungs, especially when body heat causes them to vaporize.

4) Smells Better. Being absolutely pure and free of additive substances such as formaldehyde, commonly used in the “finishing” of conventional cotton, organic cotton has a delightful, natural aroma.

5) Environmentally safe. Conventional cotton is disastrous for our environment, poisoning our soils and our waterways, consuming vast amounts of water, much of it needed to put out chemical sprays.

6) Socially Responsible. Every time we purchase a cheap imported conventional cotton product, we support the mindless practices that helped produce it. Every time we purchase an organic product, we affirm conscious, life-enhancing practices – we are helping to build a better world.

7) Fair Trade. It takes a lot of conscious, well intended effort to grow cotton organically. Around the world, the experience is that organic farmers care for their workers – and not poisoning them is a good start! We are tending to see whole communities turn away from chemicals and start to receive a fairer return for their product, which is now at a premium.

8) Not G.M. About 70% of Australia’s cotton is now grown from genetically modified seed and this is a common experience, worldwide. Certified organic cotton is grown from seed that has not been modified.

9) Higher Consciousness. Matter is energy and we absorb the consciousness with which the products we use are made. If you appreciate organic foods, you will love organic cotton



Gina: Many people find overhauling their bedding and clothing to organic a little daunting. What would you suggest for people looking to make the change gradually without breaking the bank?

Raithe: There is no simple answer for that. Each individual has different needs.
We tend to feel underwear is more important than clothing, and certainly the mattress is vital to good health. Our all-fibre, no spring mattresses have helped a lot of people.

Organic bed-linen is also important as it is in such close proximity to the skin, which readily absorbs traces of chemicals.

We always try to help out people who are making the change and who are finding it a bit of a stretch. It goes against good business practices to do that but it brings us a lot of joy as well.



Gina: If people could only afford three organic items for their homes what would you recommend and why?

Raithe: As explained above:
1. An organic fibre mattress with no springs (which are “poison arrows” in Feng Shui).
2. Organic cotton underwear (and bras). It’s against the skin in the most sensitive areas. Please, if you are a woman, never wear padded or underwear bras.
3. Organic cotton sheets. Make sure you get certification details.



Gina: Are there any standout best selling products?

Raithe: Our wool bedding range of mattresses, toppers, quilts and pillows. Children absolutely love them.



Gina: Blessed Earth is very conscientious in providing only certified organic products, why is this so crucial to your business.

Raithe: There are many businesses springing up who claim to be selling organic cotton. Often it is nothing more than wishful thinking on their part, based on the say-so of some dubious vendor. Some department stores have even started selling “organic” cotton garments that contain fire retardants and heavy metal dyes.

The public is not yet qualified to make a discerning choice around that – the information is not out there yet. As a rule of thumb, look for the certification details and buy only from businesses that you sense have integrity – and are not just cashing in on the surging demand for chemical-free.


Gina: Most people consider starting and running a small business a difficult undertaking, what keeps you going when things get tough?

Raithe: We have a lot of people starting out come to us looking for guidance. It’s often heart-breaking to hear the questions they ask as it is obvious they will have extreme difficulty getting off the ground.

It’s tough to get going. It takes a lot of courage, perseverance, and especially luck. We have been very fortunate.

To keep going you have to learn to approach every challenge as an opportunity.
Retailers have it easy. They go out and buy something from a wholesaler and sell it for more than they paid. It is rather harder for us as we had to develop and perfect most of the products we sell. So there are lots of fabric supply and manufacturing issues to address, as well as marketing challenges.

What keeps us going? Pride in our business, the love of helping people, and the knowledge that we are blessed to be in such an amazing business, in an industry that contributes to the greater good. There is nothing else we would rather be doing. It’s that simple.


Gina: What is your favourite way to indulge after a long work day or week?

Raithe: To be completely honest, i have no concept of “indulge”, although people often ask the same thing. I love what i do, passionately, so the idea of having to get away or relax never arises.


Gina: The perfect day is different for everybody, how would you describe yours?

Raithe: I love to surf so i head down to Mooloolaba (S.E. Queensland) early about 4-5 days a week. I breakfast on the promenade there, read the Australian to see what the powers to be want us to think, then head back to work to start around 8am. Most days i finish around 7-8pm.
We have a great time interacting with our customers and almost invariably find that people are looking for an excuse to have a laugh. Talking about beds and partners often brings that up!!! People in the organics industry tend to be more upbeat.
Really though, each day is different without being more or less perfect.
5 years in a business you love will cause you to think that way!!!


Visit www.blessedearth.com.au for more information on organic wool and cotton products and the view and purchase from their extensive range.