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About us
Story of our family
Genuin started as a family business, at the end of 2021. Once with the pandemic period, when the reality of current life brought to surface both needs and fears, the idea of this business came to us, on the wind of change. The idea of creating something together, as a family.
At the same time, we welcomed a new member of our family, Lara, who guided us to linen, because of the allergies she developed in her first months of life.
We were so excited with the idea, that we shared it with our parents and because life is just a web of threads, things connected. Firstly, my father gave us as a present, a sleeping gown made form linen and hemp, old of more than 70 years, that both him and I used to wear as a child. Afterwards, our brothers in law found the napkins from one of their grandmothers, napkins made of linen and hemp, that can still be used.
We based our model on Cristina’s and Nicolae’s knowledge of textiles, that goes back to 2006 and we added the sales, marketing and business development know how of myself and Lucian.
We fell in love with the idea of having a family business and the first thing we wanted to do was to bring value to our close community (Brasov) and to the bigger community of our country.
That is why, to be sustainable from the start was the main business idea, in close connection to nature and loving people.
Love linen,
Oana
Our values
Grija
We firmly believe that without care and attention, both to the people and the products we make, our brand would not be the same. We care, about those around us, about you, about the planet.
Courage
We step confidently into foreign territories, explore new products and rich textures, to offer something unique in Romania. A beautiful culture of clean materials.
Family
We only grow and develop at the rate at which we can take care of our family. That's why everything we propose brings only well-being and your family.
Responsibility
Products chosen so we sleep well at night. That dyes don't run into rivers, that the people who process the materials are paid fairly, that the fiber is truly natural. So you can sleep well, too.
Keeping roots
We're going back to where we started, living slower and more carefully, with materials that don't disrupt our hormones, don't pollute and take care of our skin.
Connecting with nature
The most important value we live by is that we let nature guide us and let nature be the innovator of our products. Perfect in its imperfection.
Why Linen?
Multiple signs lead us to choosing linen. Lara’s allergies guided us to natural and hypoallergenic products, Cristina and Nicolae’s knowledge about textile that pass the test of time, as well as the need to bring nature’s benefits in homes, to reconnect. We started our searches in the entire Europe – suppliers of stonewashed linen, certified, with a controlled production process. After 7 long months of pandemic, we found them in Spain and France and we later expanded to Italy and Latvia.
We tested the material for 4 months in all possible ways, fascinated by its qualities: its breathability, its softness, its diverse colour palette and the capacity of resisting multiple washes and looking the same. We fell in love with the flax fibers – 3 times stronger than cotton – that allow it to keep us warm in winter and cold during summer. And last, but not least, of its sutainability and the fact that nothing its lost in its production.
Why in?
Natural material
Flax farming brings many environmental benefits, as no synthetic products such as herbicides, fertilizers or fungicides are used.
The flax is breathing
It's naturally hypoallergenic and antistatic, so it won't attract dust or pet dander.
Resists washing
Washed at 30-40 degrees, linen lasts for decades. With washing products for wool or delicate fabrics, the fiber stays alive longer.
Good for all seasons
Flax keeps a constant temperature, being cool in summer and warm in winter.
Biofilic Design
Stuck in our apartments that are much to geometrical, we live an illusion of separation from nature and even of superiority. Connection with nature, built throughout our long history and development as a species, cannot be lost. We need nature as we need breathing, while the connection with it, is the road to a better mental and physical health.
Biofilic design searches element of nature that can be integrated in interior design. From natural materials like wood, stone, linen, wool to patterns of nature, forms from nature, ways of using natural light or plants. These elements, integrated in interior design, are tested methods that have been proved to reduce daily stress, stabilize heart rate, improve the generale health and circadian rythm.
As a family behind a brand, we want to bring as much nature as possible to people’s homes, to promote biofilic design and natural materials that were really consciously fashioned from nature.
It is true that people’s perception is mainly based on the fact that natural materials are harder to maintain and more expensive, reason for which choices that people make are fast, in order not to keep busy.
It is also true, however, that there are health costs associated to artificial materials, costs that we shouldn’t pay while designing a space that supports us.
For more details about our biofilic design research here.
Certifications
