Most of us are not getting sufficient shut-eye. A lack of restorative rest is a real issue, impacting our physical and mental well-being and leaving us more susceptible to chronic illnesses and ailments like hypertension, stroke, and depression. Specifically in Singapore, good sleep hygiene leaves a lot to be desired. According to a recent article by the Lee Kuan Yew School of Public Policy, Singapore ranked third worst out of 43 cities in terms of sleep deprivation, with findings stating that only one in four individuals gets more than seven hours of daily rest.
While Selenightco isn’t an antidote to insomnia, exhaustion, and poor pre-bedtime routines, it was founded with the mission of creating intentional products to help encourage a good night’s sleep. From the thermoregulating fabrics of their pyjamas, which keep our core body temperature at a comfortable level in tropical weather, to 100% pure mulberry silk eye masks that block out light, they offer a range of sleep aids. They even provide aromatherapy ‘Sleep Well’ candles infused with a calming blend of lavender, cedarwood, plus selenite and rose quartz crystals to put your mind at ease before laying your head to rest. Selenightco takes sleeping seriously.
As former luxury brand marketing mavens, co-founders Nora Shereen and Juit Wen Heng—a mother motivated by the demands of parenting and a professional adapting to the realities of working from home during Covid—realised that a sleep solution-oriented brand like Selenightco was a natural fit. In celebration of three years in business, Vogue Singapore exchanged pillow talk with the entrepreneurs who’ve made their sleep dreams a reality.
As a brand, how did you come to realise the importance of quality sleep?
Nora: I became conscious of the importance of quality sleep when I had so little of it as a new mother. During those first few months, sleepless nights became the norm, and like every mother, I found myself navigating the challenges of motherhood with very little rest. I began to understand that quality sleep wasn’t a luxury but a necessity for maintaining health, mood, and productivity. This personal realisation sparked a deep interest in sleep health and inspired us to create products that would enhance sleep experiences, focusing on comfort, quality, and functionality.
Having prior experience working with each other, how did the both of you decide to start a business?
Juit Wen: Yes, we worked together as colleagues and became very good friends afterward. One day, when I was over at Nora’s, she shared her idea of creating a sleepwear and loungewear brand. At that time, it was the start of Covid, and I had just started working from home. I found myself struggling to find outfits that were not only comfortable for home but also appropriate for my Zoom calls. We had many ideas for designs that would ‘blur the lines,’ allowing you to take a nap in the same set you would wear on a call. That’s when we knew we had to be partners to bring these ideas to life.
Can you share more about how the brand champions sustainability?
Nora: As a brand, we made the conscious decision to choose fabrics and processes that pollute less and are more respectful to the environment. While we are off to a good start using sustainable fabrics like high-quality bamboo and tencel in our sets and recycled materials in our packaging, we recognise that our efforts are far from perfect. We hope to continue to improve our efforts to minimise the amount of impact our products have on this planet.
Tell us about a moment where you felt like your brand was really making a difference in people’s lives.
Nora: It’s really touching and encouraging when customers tell us that they have been living in our sets or can’t wear anything but our hypoallergenic pieces because of their sensitive skin. However, a direct message that has been the most defining for us came from a client who said she was eagerly awaiting the restock of our lounge dress. She explained that she was going through chemotherapy and had experienced hypersensitive nerves and had a port inserted into her chest. Since her surgery, only her Selenightco pieces didn’t feel like they were ‘cutting into her skin.’ That was a humbling moment for us and motivates us to continue doing what we do.
Can you talk us through some of your latest items?
Juit Wen: We understand that everyone’s journey to sleep is different. We offer a range of products we call our ‘Bedside Essentials’ that we hope will support and guide our customers in finding their own rituals and rhythms for sleep. This includes a Sleep Well Candle and Mulberry Silk Sleep Eye Masks. We also recently launched a Sleep Well Room and Pillow Mist, created in collaboration with a local scent studio, Candles of Light.
Nora: We also realised that our customers struggle with sleep not only in their beds but also on long-haul flights. Last November, we launched AirMode, loungewear that is as buttery-soft as our PJs but features more chic and sophisticated silhouettes. These outfits are perfect for wearing on a plane, out for coffee, and perhaps straight to bed.
Why was the crystal Selenite the inspiration behind your brand name?
Nora: I knew very little about crystals but was gifted a beautiful Lapis Lazuli around the time we were looking for a name for our brand. Out of curiosity, I read about different crystals and was intrigued to learn that Selenite is a crystal people place under their pillows or next to their beds to induce calmness and create an ideal mental state for a tranquil night’s sleep. We wanted to evoke the same comfort and calmness with our brand and products, so we decided to put a spin on the name and chose the brand name Selenightco.
Selenightco has had many achievements in the past three years. What has been the biggest lesson to date?
Nora: Thank you! Most days, we don’t feel like we do. Entrepreneurship is new for both of us, and we still feel like we are constantly learning on the job. That said, the biggest and most constant lesson for us as business owners is persistence. We find it incredibly important in our journey, especially when facing rejection, venturing into new opportunities for the brand, and pursuing quality in our products.
What’s next for Selenightco?
Juit Wen: We are excited about several launches this year, including new prints, styles, and developments on some of our best-selling sets. Coming soon, just in time for the upcoming holidays, is our AirMode Summer collection. We aim for travelers wearing our sets to experience unparalleled comfort and sophistication on the plane and during their summer vacations. Additionally, we are developing a new line that we plan to launch this year, catering to an entirely new group of customers and aiming to help them achieve sound sleep.
Below, explore a curated selection of Selenightco pieces available for purchase now.
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Mulberry silk scrunchie, $29
Available at Selenightco.
Selenightco is available to shop globally online.
