Launch Email Sequence — Natural Harmony Collection¶
EMAIL 1: TEASER (Send 7 days before launch)¶
Subject Line: Something is coming to Huxberry.com Preview Text: We've been quiet for a reason.
Hi [First Name],
We've been working on something for a while now — and we haven't talked about it publicly until now.
Here's what we can tell you:
It starts in 1894. On a river in New Zealand.
And it ends in your bedroom.
The Natural Harmony Collection launches in 7 days.
We'll tell you the full story then. But if you want to be first — and we think you will — [add your email to the early access list] and we'll send you everything 24 hours before it goes live.
The wait is almost over.
— The Huxberry Team
[Join Early Access] →
EMAIL 2: REVEAL (Send on launch day)¶
Subject Line: The Natural Harmony Collection is here Preview Text: NZ wool. Mongolian cashmere. Made for Dubai.
Hi [First Name],
Today, we're introducing the Natural Harmony Collection — Huxberry's first premium natural mattress line.
Here's what went into it:
🐑 New Zealand Strong Wool Sourced from 250+ farming families in Tairāwhiti, processed by Wise Wool — a company with a 130-year family history that begins with William Henry Smith and the Taruheru River in 1894. WiseLayer™ wool maintains 22°C overnight regardless of ambient temperature. Bangor University, 2026. Independent testing.
🤲 Mongolian Cashmere (Premier & Signature) 4,000+ nomadic herder families. Good Cashmere Standard certified. Sourced from Gobi Corporation, Mongolia. The comfort layer that makes sleep feel genuinely different.
🌿 Tencel Cover EU Ecolabel certified. 50% less carbon and water. Designed to work with the wool and cashmere layers — not against them.
🏭 Assembled in Sharjah Built here. For here.
Three mattresses. One standard.
→ [Shop Natural Harmony Essential] — The foundation → [Shop Natural Harmony Premier] — NZ wool + Mongolian cashmere → [Shop Natural Harmony Signature] — The flagship, hand-tufted
All come with a 100-night trial. If it's not the best sleep you've had — we'll come collect it, free of charge.
[Explore the Collection] →
The story behind every layer is at huxberry.com/natural-harmony. We think it's worth reading.
— The Huxberry Team
Questions? Reply to this email. A real person reads it.
EMAIL 3: AVAILABLE NOW + URGENCY (Send 48 hours after launch)¶
Subject Line: 48 hours in — and a note about our wool Preview Text: Decade-high prices. Limited stock. Here's what you should know.
Hi [First Name],
Two days since the Natural Harmony Collection launched. We wanted to share something most brands wouldn't.
A note about our NZ wool supply:
New Zealand strong wool is currently at a decade-high price — the Fusca Strong Wool Indicator hit 541 points in April 2026, up 130% since 2022. NZ sheep numbers have declined 21% since 2014 due to land-use conversion. Supply is structurally tighter than it's been in a generation.
We have stock. We've secured supply. But we're not going to tell you there's unlimited availability — because there isn't, for anyone sourcing this material honestly.
If you've been thinking about it — this is worth factoring in.
The Natural Harmony Collection:
→ [Essential] — From AED [price] — 100-night trial, 10-year warranty → [Premier] — From AED [price] — NZ wool + Mongolian cashmere — 15-year warranty → [Signature] — From AED [price] — Hand-tufted flagship — 20-year warranty
[Shop Now] →
Still have questions? Visit us at Festival Plaza, Dubai — or reply here. We answer every email.
— The Huxberry Team
P.S. The science behind every claim is on the product pages. We cite sources. If you find something we can't back up, tell us.