Crafting Organic Mattresses Soaring Heart’s Sustainable Journey

When it comes to crafting organic mattresses, Soaring Heart Natural Beds stands out as a pioneer in sustainability and quality. The perfect night’s sleep, Mike Schaefer, the Owner and President of Soaring Heart Natural Beds, has been leading the way for over 35 years. Based in Seattle, WA, this company specializes in hand-crafted, organic beds and bedding, committed to creating products that promote healthier sleep environments and leave the planet better than they found it.

A Vision Rooted in Sustainability

Mike always dreamed of running a business that aligned with his values of sustainability and environmental responsibility. At Soaring Heart, you’ll find none of the petroleum-based materials, synthetic additives, or harmful flame retardants that are commonly used in the bedding industry. Instead, they use only organic cotton, wool, and latex sourced from ethical suppliers and certified to global organic standards.

This dedication to sustainability isn’t just a tagline—it’s a philosophy that guides every step of the process. By prioritizing breathable, natural fibers, Soaring Heart ensures its customers enjoy a healthier, toxin-free sleep environment.

With a passionate team of craftspeople who hand-sign every mattress, the company proudly offers a 20-year warranty, a testament to the quality and care that goes into each product. While 25% of their sales come from online channels, the majority of their business still happens at their two physical stores in the Seattle area.

From Futons to Organic Mattresses

The journey of Soaring Heart began as a futon manufacturer, blending traditional Japanese bed-making techniques with Western sleep preferences. Over time, the company expanded its expertise by incorporating materials like latex and innersprings into their designs, perfecting the art of mattress-making.

One pivotal shift came when they embraced organic materials. This transition wasn’t just a marketing strategy—it was born from their ability to source high-quality, reliable organic raw materials. With advancements in global organic certifications and safety standards, Soaring Heart was able to create products that met strict regulations while staying true to its values.

Every organic mattress crafted at Soaring Heart is made using certified raw materials like organic cotton, wool, and natural latex. Their commitment to transparency became a cornerstone of their business. By developing detailed product specifications, they ensured customers knew exactly what they were sleeping on. This focus on education and quality quickly set them apart in the industry.

A Commitment to Quality and Community

For Mike and his team, crafting a mattress goes far beyond assembling materials—it’s about honoring the entire process, from working with growers to delivering the final product. They collaborate closely with suppliers to source the best organic cotton, wool, and latex, supporting sustainable farming practices along the way.

Mike explains, “We may not be our suppliers’ biggest customer, but we aim to buy the best they can produce.” This dedication resonates deeply with their customers, who not only appreciate the quality of the mattresses but also value the ethos behind them.

Crafting the Perfect Mattress

The creation of a Soaring Heart mattress involves meticulous attention to detail:

1. Sewing: Each organic cotton encasement is carefully hand-sewn to ensure consistent firmness and breathability.
2. Assembly: Skilled bed builders layer organic wool, cotton, and latex to meet customers’ specific preferences for comfort and support.
3. Packaging: Once assembled, the mattresses are freshly wrapped and shipped directly from their certified organic manufacturing facility, ensuring they arrive in pristine condition.

Every step is carried out with precision and care, reflecting the company’s commitment to excellence.

Going the Extra Mile for Transparency

At Soaring Heart, accountability is woven into the fabric of their operations. Every material used in crafting a bed is meticulously logged, allowing the company to trace their cotton to the exact field it was grown in, their wool to a specific ranch, and their latex to rubber tree plantations in India. This rigorous tracking ensures compliance with health, safety, and organic standards.

“We are independently audited annually, and we submit our mattresses for fire testing and toxin evaluation,” Mike explains. However, because they use only certified organic raw materials, the process is streamlined and straightforward.

This level of commitment doesn’t just meet regulations—it builds trust with customers who value transparency and sustainability.

Transitioning to E-commerce

Soaring Heart was quick to embrace the digital revolution, launching their first website at the dawn of the internet. As consumer confidence in buying organic mattresses online grew, Soaring Heart expanded its e-commerce focus to include all mattress lines. Over time, they transitioned from an informational website to a fully functional online store. Today, they rely on Shopify as their e-commerce platform, supported by a dedicated team that manages their social media, live chat, and regular content updates.

Their strategy includes:

• Twice-monthly blog posts and email campaigns
• Monitoring online traffic daily and adjusting messaging accordingly
• Regular website relaunches to keep content and navigation fresh

Mike acknowledges the importance of balancing promotions with their organic message. “We used to lead with ‘why organic,’ but now we start with a sale to grab attention and then educate customers about the benefits of organic products.”

Winning Strategies for Attracting and Retaining Customers

One of the turning points for Soaring Heart was realizing that customers were increasingly comfortable purchasing high-ticket items, like mattresses, online. To cater to this market, they expanded their e-commerce offerings and focused on policies that reduce buyer hesitation. Their 30-day comfort guarantee and free shipping policies were tailored to reassure customers shopping for organic mattresses online.

• A 30-day comfort guarantee
• A 20-year warranty
• Free shipping

Another key success factor has been real-time communication. With online chat, customers can get immediate answers, improving the shopping experience. Testimonials and referrals also play a huge role in building credibility—over 80% of their sales come from returning customers and word-of-mouth recommendations.

Bridging Online and Offline Experiences

While Soaring Heart continues to invest in e-commerce, their brick-and-mortar stores remain an integral part of their strategy. The physical stores offer customers the chance to experience the products firsthand, which is tough to replicate online.

“We opened a second store in 2013 and are considering opening another,” Mike shares. “The feedback we get in person helps us improve both our products and our online messaging.”

Lessons Learned and Future Plans

Running a business for over 35 years has taught Mike valuable lessons:

1. Focus on what you do best. Trying to keep up with competitors is less effective than staying true to your strengths.
2. Embrace mistakes. “We’ve made plenty and look forward to making more,” Mike says.
3. Stay connected to customers. Following up on abandoned carts, seeking feedback, and addressing concerns are all crucial steps in building loyalty.

Looking ahead, Soaring Heart plans to:

• Invest in their e-commerce platform with new tools and consultants
• Test and implement new messaging strategies
• Continue innovating while staying true to their organic values

Advice for Aspiring Entrepreneurs

Mike credits much of his success to having mentors. “I meet with 4-5 experts in their fields at least once a quarter. Their insights into marketing, retail, e-commerce, and product development have been invaluable.”

His advice? Be patient and willing to learn from others. Growth takes time, but having the right guidance can make all the difference.