Rana Argenio wants people to get a better night's sleep. And to do that, she's helping her customers think differently about what luxury linens can mean. The Texas native is the founder of 10 Grove, a new company that sells sheets, sheet sets, and duvets, combining what she calls old-world luxury with a decidedly 21st century sensibility.
"Bedding is such an intimate and personal part of your home. It's something for you and only you," she tells CultureMap. "It's something everyone owns, everyone is going to purchase, but for something everyone touches at some point every day of their lives, this is a product not many people actually know about."
Growing up west of Houston in Piney Point Village, Argenio's family was involved in the textile industry, something she jokes made it tough to explain to her classmates what her parents actually did. But being around the industry her whole life, she absorbed its workings and said it felt natural that she'd select it as her entrepreneurial venture.
The line launched back in March, and as a direct-to-consumer site, 10 Grove allows Argenio to offer customers the quality she feels they seek without the middle man of a retail store between them. While she realizes that there are multiple options out there for people when it comes to purchasing sheets and duvets, the niche Argenio looks to fill is one that incorporates the desire for luxury items and a first-class experience with the calling many people have to live more sustainable lives.
"All of our fabrics are certified to a standard that ensures that no harmful chemicals are added to these products or released in the process of manufacturing these products," she says. "We use the same exact standard that is required of baby clothes and underwear so that you know this fabric is truly safe to touch every aspect of your body."
Both the percale and sateen 10 Grove uses are designed to give sleepers a sense of pampering. Argenio is quick to point out that they're both made from the same cotton, and one isn't better than the other. It's completely a matter of personal preference. Sateen has a sheen to it and more of a drape, where percale is more crisp with a matte finish. To figure out which is best for customers, 10 Grove offers a quiz that asks questions about how they sleep and how they feel about the wrinkled versus the tailored look.
Currently, 10 Grove offers four designs, all of them with a white base, and many with borders and edging in a variety of muted colors such as beige, blue, and olive. Sheets and pillowcases may be purchased separately, or in sets.
The company also offers duvets covers and pillow shams and Argenio is looking to branch out to other home textiles as the company grows. A fitted sheet and a pair of pillowcases runs $110 to $160. Packages, such as The Whole Shebang, which includes a fitted sheet, a pair of pillowcases, a flat sheet, and a duvet cover, run between $300 and $490.
"[People] look at bedding as a commodity as opposed to a health-driven, conscious experience they should be having," she says.
With her focus on self-care and a desire to educate her customers to better understand the sheets they're sleeping between, Argenio is out to make a good night's sleep an experience that feels like a dream come true.