FASHION & BEAUTY

The Style Diary

BEDTONIC FOUNDER JULIE RAMSAY TAKES SUSTAINABLE APPROACH TO HER PLUSH RANGE. 

WORDS LISA EASEY PHOTOGRAPHY CLAIRE MCFERRAN

A FRESH START is daunting at the best of times, let alone in the middle of motherhood and an established career. For Julie Ramsay, however, a new chapter is just what she needed. “Feeling washed-up in hospitality, I threw myself in the deep end,” says Julie, 59, the founder of homewares and linen brand Bedtonic.

Sustainable and luxurious European flax linens feature heavily in the Bedtonic range, which Julie runs from her 1950s home in Wembley, just west of Perth. It’s here, in her tranquil home office with lake views, that she designs her clothing and bed-linen ranges, making regular trips to the Bedtonic store in Subiaco. “My makers are one suburb away, as is the store, so I’m there two or three times per week picking up samples and talking with my pattern makers,” says Julie. “I love the design side of the business.”

Just nine years earlier, however, the success of Bedtonic seemed like a distant dream. Feeling burnt-out from her hospitality career, Julie took a much-needed holiday to Miami for her 50th birthday, staying at a bespoke hotel. Here, a restful sleep in the hotel’s linen sheets sparked an idea. Not only that, but Julie’s childhood growing up in New Zealand’s scenic Lake Wanaka primed her vision for sustainability.

“Of course, I am a lover of nature and linen stacks up against man-made fibres for its light footprint on the planet,” she explains. “All parts of the flax plant are used – think flaxseeds and linseed oil.”

"I am a lover of nature and linen stacks up against man-made fibres for its light footprint on the planet.”

European flax is renowned for its high quality, with the fibres grown in countries such as France. These fibres are then pulled, retted, baled and processed, ready to transform into cosy linen.

With the support of her husband Donald, 65, and daughter Mollie, 16, Julie released the first Bedtonic collection in 2016. Starting from scratch, she taught herself everything from website maintenance to social media marketing. And thanks to her tenacity, the brand has only grown.

“Each season we mix up the colours, and in autumn and winter we create soft, yummy layers in modal and cashmere to complement the collection,” Julie says.

Staple pieces include the sheet set, circle-stitched blanket, boxy top and slouch pants – all made from soft flax linen, of course. As for a favourite piece, that’s hard to pinpoint. “I’m the designer, so I have to like everything!” Julie says, laughing. “Currently, I’m wearing a market skirt with modal layer leggings and a long-sleeved top under the Glendhu blouse. I love sleeping in our linen, so the bedding for me is always a winner.”

From small beginnings, Bedtonic has gone from strength to strength – and to think it all started from a simple good night’s sleep. “I love the tactile feel of good-quality linen – the way it drapes over and around the body feels sumptuous,” says Julie.

Julie lives in leafy Wembley, near Perth, with husband Donald, 65, and daughter Mollie, 16. They share their home with six-year-old schnoodle Buddy, and eight-year-old cat Harry, a fierce rat-catcher.

Have you always lived in the country? I grew up in Lake Wanaka, in NZ, surrounded by mountains and lake views. I later moved to Perth, where I met my husband Donald, a farmer. He owned a cattle station in the Pilbara, so we spent time between the farm and the station.

How would you describe your style? Rustic-chic. My home is a modern farmhouse with a lot of textures – linen couches, art, and linen with wool blankets.

Are you interested in fashion? I’m passionate about sustainable fashion. As a maker of clothing, I think we all have a responsibility to do better. The average person wears only 40 per cent of their clothes.

What’s the best style advice you’ve ever received? Buy two or three garments that make your heart sing; you’ll wear them on repeat.

What are your favourite clothing labels? Two European brands, Fant and Eat Dust, are a little bit quirky, which I really like.

Where do you shop for clothing and accessories? I design our clothing at Bedtonic, so I wear my designs most days, plus Oroton scarves and vintage Dior scarves.

What are your essential beauty products? I wear Chanel lipstick every day. I also like Aesop Parsley Seed Anti-oxidant Facial Hydrating Cream.

Do you have a favourite fragrance? My latest perfume find at Mecca is Super Cedar by Byredo.

Do you have any favourite accessories? Thierry Lasry glasses. In winter, I love boots – Moonstar, Mollini and Jo Mercer. And in summer, Alias Mae and EOS sandals.

What helps you keep a balanced life? Daily coffee! Plus driving my daughter to school – it’s our 15 minutes of ‘us time’, with no screens. Looking out my office window at the trees and down over the lake relaxes me, too. I also take two breaks a year with my girlfriends at an Airbnb.

What are you reading/listening to/watching? I’m watching The Tattooist Of Auschwitz, and reading The Waste Of The World by Nicky Gregson.

Where are your favourite local spots to eat? My favourite cafe and provedore is Wards Central Dining in Shenton Park. Not only is the deli section and food excellent, but the rooms are full of vintage furniture, and old pictures and maps.

Where do you shop for homewares? I love supporting local artists and have teacups from Dakota Yewen, and a dinner set from my friend and potter Carolyn Berthold.

What makes your region a special place to live? Wembley has eclectic architecture, great family appeal, and is within close proximity to restaurants, shops, lakes, parks and beaches.