Joan Johnston is the CEO and Founder of Ava Innes, the award-winning Scottish luxury bedding brand redefining sleep through sustainability and innovation. A pioneer in textile innovation, Joan holds the UK and US patents for a groundbreaking natural duvet that solves a common sleep problem—one that customers say helps them sleep longer, more soundly, and with fewer disturbances.
With over 25 years’ experience in the global luxury textile industry, supplying world-renowned brands including Hermès, Burberry, Ralph Lauren and Dunhill, Joan used her expertise to develop a product unlike any other - rooted in sustainability, steeped in craftsmanship, and inspired by the tranquillity of the Scottish Highlands.
One of only 2% of women in Scotland to successfully raise £500K in investment, Joan has also won the prestigious Scottish EDGE award of £65K and the STV Growth Fund award, securing £75K of prime-time media airtime. Her commitment to innovation and excellence has earned Ava Innes accolades in The Telegraph, The Independent, and the Financial Times – HTSI.
About Ava Innes
Ava Innes is a Scottish luxury bedding brand offering a world-first, patented duvet designed to transform sleep. Made in the UK using a unique blend of cashmere guard hair and Scottish Cheviot wool, encased in certified organic cotton, the Ava Innes duvet provides a naturally weighted, thermoregulating sleep experience. Customers consistently report deeper, more restful sleep and a comforting sense of calm.
With sustainability and luxury at its heart, Ava Innes offers a curated range of products including:
- Scottish wool pillows
- Oversized cashmere and wool blankets, ideal for Super King beds
- Cashmere socks
- Luxury rest-and-relax gift sets
Every item is proudly made in Scotland, reflecting a quiet luxury ethos and a commitment to ethical, regenerative practices. Joan also told us about her sleep study which participants can sign up to and record how the Ava Innes products affect them.
Also BAWE Members receive a 20% discount on all Ava Innes products, use BAWE at checkout
New members and guests included Ann Dunning Chocolatier from The Third Sin
