An idea first hatched over coffee, Sheets on the Line was launched as an online store by Deb Clifford-Ames with her husband Steve in 2012. Drawing from a combined background in retail, Deb and Steve wanted to create a range of bed linen that was affordable and organic without sacrificing style and quality. “We loved the nostalgic feeling when we were kids of that sense of freedom and heightened happiness when the freshly washed sheets were pegged on the line; the intoxicating smell of clean laundered linen as you ran through it and that feeling of climbing into bed knowing fresh sheets await you,” they said.

A brand built on integrity, Sheets on the Line is wholly owned and designed in Australia and produced by certified specialty manufacturers around the globe. Choosing organic farming was critical for Deb and Steve as it stops toxins that can harm ecosystems, waterways and people. Organic cotton uses up to 90 per cent less water and 50 per cent less energy than conventional cotton farming. “It just all made far more sense. Why produce any other way if there are better choices available. It should be the norm,” they said.

Continuing to build their brand, Deb and Steve opened their first showroom in Brisbane in 2014. Two years later, a second showroom opened in Melbourne. “We found a lot of our customers online came from Melbourne and the surrounding areas, so it seemed the natural progression to open a store there,” they said. Deb and Steve are proud of their journey, from the challenges they have overcome to the like-minded people they have been able to work with and meet. “A massive highlight is observing the changes and the fascinating process of something you have designed, developed from idea to the finished product, then wrapping it to go out to one of our lovely customers,” they said.

“Honestly, there are challenges every day and fortunately we love a challenge! The initial one though was breaking through the noise of the world wide web and of having just an online store.” Available worldwide, Sheets on the Line sells a variety of products, including bed linen, dining linen, sleepwear, beach and bath towels and a selection of stunning homewares.Deb and Steve have recently launched a new range using their herringbone weave. “We’ve christened it our signature weave and have developed the micro herringbone in three ways across our table linen, bed linen and loungewear ranges,” Deb explained.

Rooting their brand in ethically produced products, Sheets on the Line is primed to become an Australian favourite. “I believe we are one of the very few boutique bed linen and homewares companies focused on providing an ethical product to the mainstream customer … our cotton and our pure linen are so soft and luxurious without being expensive,” they said. “Everyone should be able to experience the utmost in comfort and health whilst they sleep.”