LabyBoss Loves..

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Sleep first. Think later. Dream always.

ettitude is an Australian sustainable homeware label offering premium quality, modern, sustainable bedding and sleep accessories. Launched in 2006, ettitude believe bedding should be healthy, well-made and affordable, as we spend one third of our lives in bed.

We asked Founder ­­­­Phoebe Yu about her entrepreneurial journey & what advice she has for her fellow female entrepreneurs :

What motivates you?

When our customers leave raving reviews about our products saying that our bedding gives them the best night’s sleep, solving their problems of nigh sweat, clear up their acne breakouts, eczema, and that they will not sleep on anything else except our bamboo sheets – all these wonderful words from our customers are so emotionally rewarding.

What advice would you give to your greener entrepreneurial self?

Meditate more. The entrepreneurial journey always stresses you out a bit from time to time, so leave time to breathe, relax, clear your mind, so you can see the whole picture clearer.

And a moment you’re now most proud of?

Our successful crowdfunding campaign last year on Kickstarter and Indiegogo to launch our Bamboo Charcoal Collection. Our initial goal was $30,000 but we’ve raised a total of AU$ 125,547 in the end! We are brewing another new campaign right now which will launch in early June, so stay tuned!

Why do you think the world needs more purposeful purchasing options?

We are in an era of material abundance especially in the developing country, but at the same time people are not necessary happier or healthier. More purposeful, sustainable purchasing options hopefully can help people to feel better about themselves.

Did you always think you’d be in this line of work?

I wouldn’t have thought I’d be in the homeware and bedding industry if you ask me 10 years ago. However, I’ve always known I want to build my own brand that is sustainable and functional.

What does the LadyBoss Global x ettitude partnership mean to you?

We’re so happy to be supporting our fellow female founders and entrepreneurs, and their amazing brands!

ettitude are committed in every way to a better tomorrow by helping those who cannot help themselves. Their support of One Girl - a charity committed to educating 1 million girls across Africa - resonates with us on every level & we are beyond proud to partner with them.

Find out how One Girl educates and empowers girls at


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