Meet The Founders
Hi there! I am Nimra Pervez, Mummy to a Beautiful Baby girl, & the Founder of Nour Luxury. Below is my story of why I decided to launch a Organic Bed Linen Company that had a transparent supply chain.
After searching for some new Luxury cotton sheets for our family, Me and my husband came back empty handed and left confused. We found so many sheets on the market that claimed to be 'Luxury' but didn’t feel soft enough, so many different types of cotton, didn’t know what made the £600 sheets better than the cheaper ones, and so many thread counts with incredibly high price tags. Rule of the thumb is, the higher the thread count the better quality, right? But what I felt was as the thread count went higher some of the sheets just felt coarser! We just wanted the best sheets out there & I didn’t realise it was going to be this hard. Feeling frustrated I decided to do some research.
After months of online research, I found that high thread count didn’t always mean higher quality. As I researched more I discovered extremely shocking facts of how cotton is grown using Lethal Chemicals & Pesticides & how sheets are constructed with the use of toxic dyes and how chemicals are used to prevent creasing. I also learnt how the suicide figures of cotton farmers in India are extremely high & that factory workers are usually treated poorly and forced to work in poor conditions. That’s when I realised the bedding industry relies on the very old, conventional cotton & traditional farming methods—both of which have devastating human & environmental effects.
I also realised that the bedding industry is inflated with gimmicks & confusing thread counts, and lack of supply chain transparency. Majority of retailers are selling Egyptian or Organic cotton but no company could tell us how & where their cotton was grown.
After weeks of research, the answers were no clearer. That is when I asked myself, surely there is a better way of producing luxury sheets? After a year of research & requesting hundreds of samples from factories, we traveled across the world & found a supplier that did not only produce quality products but also had a transparent supply chain from farm to factory to fabric, using only raw 100% organic cotton, GOTS certified (strictest global standard, even the buttons used on our sheets have to meet the strict criteria!), & manufactured in a Fair Trade certified factory.
THAT IS WHEN I DECIDED TO LAUNCH NOUR LUXURY.
A company that’s gives consumers a better choice. A company that doesn’t only sell high-quality bedding but also remains committed to creating a better standard for quality & fairness. And we are proud to say we are the only Bedding Company in the UK that goes the extra mile by tracing back to the origin of our organic cotton. We want you and your family to feel confident knowing our products are authentic and free from chemicals. Our organic bed linen provides your family with the most natural, luxury bed sheets.