Changemakers: Joan Johnston, CEO and Founder of Ava Innes

In our series, Changemakers, we interview people who have shifted their work to focus on sustainable and ethical issues. We ask what inspired them to make the leap and what their biggest successes and challenges have been along the way.

Joan Johnston is the CEO and Founder of Ava Innes, a Scottish luxury bedding brand rooted in British craftsmanship and natural materials. After a distinguished career in the UK luxury textile industry, Joan set out to create a-purpose led business centred on sleep, sustainability and circular design. Ava Innes is based in Elgin, Scotland, and offers patented cashmere guard duvets and natural bedding products made in the UK.

Live Frankly: When did you launch Ava Innes, and why?

Joan Johnston: I launched Ava Innes September 2019, six months before the pandemic. I was stepping out of my industry and thinking about things differently – recognising the menopausal symptoms I was experiencing as well as understanding what my true values were. I wanted to use my extensive knowledge of natural fibres and manufacturing textiles to develop sustainable solutions for real-life problems while working with craftspeople in the UK. 

Tell us what your company does in your own words

Ava Innes aims to create the ultimate sleep experience, with luxurious naturally temperature regulating cashmere guard duvets, Scottish wool pillows, large cashmere or pure wool bed blankets and cashmere sleep accessories. Our credibility rests in the purity of materials, the artistry of British craftsmanship, and a quiet respect for the world we draw from.

What does a typical day look like for you?

The day starts early around 6.30am with a barefooted walk on the grass, connecting with nature. After walking our dog and getting our children to school, I am at my desk planning the day. Our customers range from individual consumers and interior designers to luxury bed retailers and hospitality clients, so much of my day is customer-facing. I genuinely enjoy these conversations, particularly when discussing the benefits of our products, as they are often both informative and educational. My day also includes meetings with our wonderful team and, when needed, assisting with packing orders to ensure they are dispatched promptly and to the highest standard.

What were you doing before this? What was your career like?

I was fortunate to have a wonderful career as the first female Board Director of the 300-year-old silk weavers, Stephen Walters and Sons Ltd in Sudbury, weaving the most beautiful silk jacquard fabrics for leading luxury brands internationally. In my role as Design Director, I oversaw two main collections a year and travelled internationally with particular responsibility for the US market. More latterly I was Creative Director of Johnstons of Elgin who also supply leading international luxury brands. It is important to recognise the skilled crafts people in the UK, who are behind many of the leading global luxury brands.

What did you love about your previous work? What did not sit right with you?

Designing and manufacturing in the UK is deeply rewarding. There is something uniquely satisfying about supporting local craftsmanship and skilled jobs, and about seeing a design come to life on the loom.

Was there a lightbulb moment that led you to start Ava Innes?

As often is the case, changes in circumstances create opportunities to think differently and to evaluate what is important to you. As a peri-menopausal 50 year old, I knew sleep was core to health and wellbeing and needed to be explored further.

Identifying cashmere guard hair as a forgotten fibre with incredible temperature regulating qualities, was a light-bulb moment. I set out to make a duvet encasing this wonderful fibre to help improve sleep. As a new natural insulating fabric, I secured the patent for it, both in the UK and the USA. Ava Innes was born…

What challenges did you face when starting your business?

To scale a business, funding is required. Research shows that in Scotland only 2% of women-led businesses gain investment. I am delighted that we are one of the 2%, but it was a tough process, with many doors closed to us.

What’s something that surprised you on this journey?

Two things have struct me on this journey. The first is how much support there is out there when you ask for help. The second is how difficult it is to raise investment as a woman-led business. This needs to change.

What do sustainability and ethics mean to you personally and professionally?

Sustainability and ethics, both personally and professionally, begin with recognising that nature is fundamental to our wellbeing and to life itself. Professionally, this means working exclusively with carefully sourced natural fibres and creating products designed to last. It is about encouraging a “buy better, buy less” mindset, prioritising longevity, quality, and respect for the resources we use.

Why was this important to you from the start?

Quite simply, I could sleep at night knowing I was doing the right thing.

What’s next for you and Ava Innes?

As awareness grows globally around the importance of quality sleep, our ambition is to expand our reach and share the benefits of exceptional rest through the Ava Innes collection. We aim to connect with discerning consumers who actively seek authentic brands offering natural quality products, made well.

What kind of support or collaboration are you currently seeking?

We seek collaboration with other premium brands who share our ethos and particularly those in the health and wellbeing space. We want to engage more with boutique hospitality who have wellness built into their offering.

What message would you like to share with others building ethical or sustainable businesses – or thinking about it?

If you are building, or considering building an ethical or sustainable business, take the time to do your research thoroughly. Understand your customer, know your product inside out, and be clear about the values that underpin your decisions.

Just as importantly, surround yourself with talented, supportive people who share your vision and can strengthen the journey. Building responsibly is both challenging and rewarding, and the right foundations with the right team, will make all the difference.

Interview with Joan Johnston, CEO of Ava Innes.