Jonela Founder Sally Topcuoglu Will Bring You To a Luxurious Place of Deep Restorative Sleep.
The new bedding line Jonela is all made in Turkey, known to the best in the world for their handcrafted cotton. After 32 years living there, Sally Topcuoglu has brought her passion for bed linens to Connecticut, with private consultations where she assesses your sleep conditions and challenges and prescribes the perfect, temperature-controlled white bedding, just for you.
Samantha Yanks: Sally, let’s start at the beginning. How did you become so passionate about the world of bed linens?
Sally Topcuoglu: I encountered the shop that produced the linens for the Four Seasons Hotels, and it sparked a newfound passion for all things bedding. The allure of beautifully embroidered, crisp white linens truly resonated with me. I was intrigued by the connection between luxurious bedding and the dreamy sleep experience often associated with high-end hotels. I saw an opportunity to channel my love for linens into a fulfilling business venture. Drawing on my intuition about the importance of a good night’s sleep and the role of the bedroom as a sanctuary, I envisioned creating a brand that would provide others with the same sense of comfort and indulgence.
SY: You had chronic health issues and determined poor sleep was a contributing factor?
ST: From a very early age, I faced the challenges of organic chronic depression, a condition that undoubtedly influenced my perception of the world around me. Additionally, the rare visual problem I grappled with, resulting in a loss of three-dimensional vision, added another layer of complexity to my daily experiences.
Amid these challenges, I found solace in my bed, which became more than just a place to sleep. It became my haven, a sanctuary where I could retreat from the pressures of the outside world. The comfort and security offered by my bedding became a crucial source of support during moments of difficulty.
As I ventured into the world of luxury bedding, my personal connection to the importance of a restful and comforting bedroom took on a deeper significance. I understood firsthand the impact of a person’s environment, particularly the bed, could have on mental well-being. This intimate understanding fueled my commitment to creating bedding that not only exuded elegance and style but also provided a sense of comfort and security for those facing their own struggles.
SY: After developing Jonela, how did you decide private consultations were the right approach to customize for your clients?
ST: My venture, Jonela, flourished as it expanded to the United States, particularly finding a fitting home in Greenwich, Connecticut. The move turned out to be serendipitous, aligning with a market that appreciated the luxury and comfort of my bedding products. As my family gradually moved to America, I took a leap of faith by establishing Jonela in the U.S., bringing my unique blend of style, and therapeutic innovation to a new audience.
One of the standout services that contributed to Jonela’s success in the U.S. market was the introduction of in-home “pillow fittings.” I recognized the importance of personalized recommendations, especially for those going through recovery processes or seeking enhanced comfort. By offering in-home consultations, I could tailor my advice to individual needs, ensuring that clients receive the most suitable pillows for their specific conditions. This personalized touch not only set Jonela apart but also became one of the most gratifying aspects of the business.
In addition to the therapeutic focus, my design sensibilities came into play as I crafted beautiful and practical in-home looks. The goal was not only to provide comfort, but also to create an aesthetic that promoted calm and restfulness. These designs were inspired by the interconnectedness of physical and emotional well-being, and resonated with customers looking to transform their bedrooms into havens of tranquility.
SY: Now you have everything you need for a precious night’s sleep. What does the line include?
ST: A wide selection of pillows, bed linens, and duvets. Everything you need for the ideal night’s sleep. With the help of Jonela’s special sleep consultant, Hakan, Jonela included a range of pillows designed in a variety of sizes, materials, densities, and firmness. These pillows, paired with a range of superb bed linens, ensures a sleeping experience for each person’s own unique physical needs and preferences.
SY: The pillows are key, am I correct? Just as important as the mattress?
ST: Yes, that’s correct. For me, the pillows were just as important as the mattress. They played a key role in my recovery and comfort, as they were designed in varying densities to address different aspects of my discomfort and orthopedic problems.
SY: I love that you are a believer in all-white bedding; I connect with that. Tell me about your theory surrounding that.
ST: For an optimal calming effect, sheets should always be pure white. This is a must!
I often hear, “But white shows dirt.” If you
can see dirt, that means there is dirt. It’s time
to change the sheets.
SY: But you can customize your white bedding with an array of chic details, right?
ST: Of course, we have unlimited customization options. If you can draw/dream it, we can do it.
SY: What are the challenges most people come to you with?
ST: Temperature of their sheets, and how to avoid overheating (there is always one partner who prefers cooler sheets). This is why are in-home services are so effective! We can customize sheets to your temperature preference. It is truly transformative and will improve your sleep – guaranteed. People are also perplexed by thread count. It is all about the long staple, single-ply cotton for the best sleep experience.
SY: You have towels too?
ST: We certainly do. They can be fully customized and we can, of course, advise on embroidery, and a touch of flair.
SY: How can people consult with you?
ST: They can reach me by phone, email or by filling out the form on the website. We will get back to them within 24 hours. They might need to answer a short questionnaire to tell us about their needs and pain points. This streamlines the process so I can provide more personalized samples and suggestions on-site.
sally@jonela.com
www.jonela.com