While working as a successful creative director in luxury textiles, Joan learned that only 30% of cashmere is used for textile purposes. The other 70%, known as cashmere guard, is too straight and thick to weave yet it still possesses all the incredible natural features of cashmere; temperature regulation, keratin-rich warmth, antimicrobial purity, and regenerative sustainability. After undertaking her own natural sleep wellness journey as a busy professional going through the menopause, Joan embarked on a solo mission to create a new benchmark in sleep; the cloud-like weight and luxury of cashmere guard duvets, encased in 100% organic cotton, now patented in the UK and US.