Juliette beds down new linen service On launching new online bed linen company, Frankly & Co, Juliette Aro confessed to being part proud, part terrified. Yet, when she spoke to HELEN PERRY about the venture, clearly it was her passion for creating a sustainable, durable and totally organic product which gave her the confidence to forge ahead.
A sound career in international freight may have helped pay the mortgage but for Juliette Aro it was just a means to an end. Her real passion was interior design coupled with a strong desire to create something of lasting worth. “I’d always been obsessed with interiors, beautifully styled spaces, storage solutions and, especially, mixing and matching the decor in my home. I loved the way textiles and fabrics could change a look completely. But pursuing that avenue wasn’t possible until now. “Like many young couples we needed two solid incomes to buy a home and raise a family. Subsequently, we bought an older house in Waiau Pa and spent several years renovating and redecorating. That’s when I began thinking I could possibly use all that experience to find a new path.” With the project having given Juliette an appreciation of the time and care needed to make a space functional and fabulous, she knew her knowledge could be useful to others. “I’d discovered the best shortcuts to create a fresh look quickly – why do a coat of primer and three coats
14 | south | april 2021
of paint to renew your bedroom, when a change of duvet, cushions and curtains will do the trick?
a long time for her and I wasn’t keen to send her to day care and miss out on those special years.”
“What’s more I discovered the advantages of linen; in fact, I became consumed with using 100% French flax linen in the bedroom – duvets cushions, even sheets. Maybe [I thought] I could develop my love of décor by making use of this wholly organic, sustainable and durable textile.”
In the end, Juliette says the decision was ‘a no brainer’.
But the couple had to think long and hard before Juliette took the next step. They had to consider their three children, aged 12, 10 and 2 years. Husband, Francis, had his own small trucking business which required some help from Juliette in the office and, although their renovation was finished, they had sold the home and bought another large farm-style house nearby on six acres. “In time we also plan to renovate the new house, adding an office/ studio for myself and take advantage of the land size for Francis’ trucks but that’s later and I’m a person who has to be busy,” Juliette says “I also wanted to remain at home with our two year old. We’d waited
Starting her research early last year, just as Covid-19 began impacting on the world, she admits, “it was hard going. I couldn’t fly anywhere so all communication was by email.” “I’ve always loved mixing up the pillows, cushions and duvet covers on my bed to create a ‘brand new’ bedroom but as part of my extensive research (I may be a slightly impulsive online shopper), I found it was impossible to find linen bedding in New Zealand in a stylish colour palette which was great quality and that I didn’t need to sell a kidney for.” Eventually Juliette was able to source the flax [linen] from France and have it sent to a certified factory in China where all manufacturing is done to her design and specification. “The range mostly uses big, bold block colours – there’s one grid pattern and a pinstripe too – and I’ve dipped into some unexpected
shades, such as pistachio, which can work wonderfully well in a home. If all goes well, I’ll venture into prints later and perhaps extend into furniture and other homewares too. But, for now, it’s all go online for Frankly & Co, named for the Franklin district where both Juliette and Francis were born, raised and met. “After years of moving around, including living in Australia, we came back here to raise our family. In addition, I’m known to my friends as someone who is quite to the point, and doesn’t beat around the bush. They tell me I’m very ‘frank’ and because they think I put things ‘frankly’ they know I’ll give an honest opinion if asked!” It’s this desire to be honest in her business which is one reason why Juliette has chosen 100% flax linen. “It’s organic and sustainable. All packaging is made from the linen off cuts (no plastics) and I use only natural dyes. I also love that the more it is washed, the softer this stonewashed linen becomes – you’ll never go back to flannelette or synthetics once you’ve slept in pure linen. It’s absolute luxury.” www.southmagazine.co.nz
