The AVA INNES Story

Sustainable Luxury Born in Scotland


AVA INNES is based in Elgin, home of Scotland’s renowned cashmere industry. We take great pride in honouring this traditional craft, as we champion a fresh perspective within the industry and lead the way with the first duvet filled with the long haired fibres from the cashmere goat, made in the UK.

For AVA INNES, luxury starts and ends with good nature. It is defined by ‘doing good, by doing better.’ It’s about the quality and sustainability of the natural materials we source and the relationships we forge, from supporting industry partners, to proudly manufacturing in the UK and all those enjoying the simple luxury of sleeping under cashmere.

Cashmere Guard Hair and Lambswool - The Dream Blend

Cashmere is one of the most revered fibres known to humankind, yet only 30% of the fleece clipped from the goat is used in mainstream products. The long-haired fibre which protects the soft undercoat is often cast aside or used for industrial purposes. At AVA INNES, we recognise the value of its luxurious, warmth and naturally weighted comfort. It is ideal for bedding, especially when complemented with the naturally soft, durable and hypoallergenic fibres of alpaca or lambswool.

The key secret to the AVA INNES approach is this unique blend of the finest natural fibres and the gentle layering process we use to make our duvets and pillows.

Who We Are and Where We Have Come From

AVA INNES founder, Joan Johnston, has worked for over 25 years with British and international luxury brands such as Burberry, Ralph Lauren and Dunhill. From creative design and board director, to business owner and university programme leader, Joan’s wealth of knowledge and expertise encompasses concept development through the design process, to high end client-centred promotion and service delivery.

Joan’s drive and passion is to lead change and do better in an industry associated with wastage and pollution. Her vision for AVA INNES enjoys the support and encouragement of other key players in the sector and beyond, including textile brand directors and specialists, academics, business mentors and both government and climate change agencies.

More About Our Cashmere Bedding

At AVA INNES, raw materials are bought directly from selected cashmere merchants. Cashmere is essential for the traditional Afghan and Mongolian herders. We value our supply chain and are committed to supporting them (10% of our profits go to Afghanaid to support essential life skills training for the women in the region).

AVA INNES also chooses to support our local textile industry in Yorkshire and Scotland, where our AVA INNES duvets and pillows are made.

Our special fibre is shipped directly to the UK, reducing the carbon footprint often associated with textile products. We choose certified 100% organic cotton to encase our special fibre in. The integrity of the materials sourced is matched by the tried, tested processes used to produce a new type of insulating web. Similarly, the integrity of the product itself has been tested achieving BS 1425- Cleanliness of Filling and Stuffing as well as BS 5852: Part 2: 1982 (ignition source 2) as modified by Schdule 2 Part 1 of the Furniture & Furnishings (Fire) (Safety) Regulations 1988 (as Amended) 

AVA INNES- Doing Good, by Doing Better


At AVA INNES, we believe in a circular economy, finding resourceful ways to use and extend the life of our materials and give back to people and the planet. This sustainable approach extends to recyclable packaging and, wherever possible, incentivised end-of-use product return, to help prolong the life of all materials used.

At AVA INNES, we also like to keep things simple and transparent, establishing direct connections with our supply partners and our customers.

With AVA INNES, you buy direct and we deliver in every way.