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Meet Emily Aborn of Tucked in Organics

Today we’d like to introduce you to Emily Aborn.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Ever since my first successful lemonade stand, I have wanted to be an entrepreneur and open my own business. I studied Health Education in college and have always been very health-focused in my own life, and encouraging others to be the same. When my husband and I were dating, we lived in Raleigh, North Carolina for several years. While there, I found myself working at an organic mattress store. I loved helping people choose bedding and mattresses that helped them to get a better night’s sleep, and also were extremely healthy and durable.

When life finally brought us back to our beloved New Hampshire, we decided we wanted to open an organic mattress store ourselves. We have been in business nearly four years and love helping people get the sleep they need to function optimally on a bed that is free from petroleum foams, toxic chemicals, and harmful flame retardants. As the owner of Tucked in Organics, I get to put my passion for people, my health education background, my love for marketing, and my creativity to use each and every day!

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
I think it is often a good thing that we cannot see into the future. I think if someone had told me how difficult it is to be a business owner, I may never have done it! But now, I look back so proudly and affectionately at what we have built. Although in many ways, my job is easy in that I feel great about what I am providing and I really love the actual tasks of being a business owner, the first two years were extremely stressful wondering if we were doing things right, if this was going to work at all, and which of our efforts were worthwhile vs. not. I would say that our biggest hurdles are educating people that we are both affordable and a truly organic product.

Many mattress companies employ a technique called “green-washing” which is claiming that something is natural when in fact it is not. We try to educate people as to what terms and materials they should look for in a truly organic bed and how they differ from conventional. I also think that online bed-in-a-box mattress companies have been a huge struggle as we see more people going in that direction rather than coming into a retail store, trying things out, and supporting small and local business.

We’d love to hear more about your business.
Tucked in Organics offers mattresses, pillows, toppers, crib mattresses, bed frames, and other bedding accessories that do not contain chemical flame retardants nor foams. Foam is a petroleum-based product with a far shorter lifespan than the rubber (latex) that we provide. Latex rubber is a buoyant, pressure-relieving material that provides a temperature-neutral, dust-mite, mold, mildew free night’s sleep. Most of our mattresses can actually be customized and made as firm or soft as you like. Many of our other accessories can be personally customized as well!

Something I am very proud of with Tucked in Organics is the experience that we are able to offer people when they come in. I like to spend time with people and educate them on the differences between mattresses so that they can make the best choice for their individual preferences and needs. We truly want what the very best solution is for each and every person that walks through the door and work to help them achieve that. I like to think that I am friendlier than many mattress salespeople; I genuinely enjoy getting to know people and hear their stories.

We eat, live, sleep, and breath our company and so I would say we are very passionate and committed to what we are doing. We are also an honest and sincere company –I imagine that sets us apart from a majority of those who are just selling.

What were you like growing up?
This is a very fun question! When I was growing up, I think I was exactly the same as I am now just a little shorter, and definitely more adventurous with my fashion choices (think stripes on polka dots). As a kid, I was always coming up with ideas for new businesses, some of my ventures included: lemonade and goodies stand, dog-walking business, handwriting and distributing a local “newsletter” with all of the neighborhood happenings, and a jewelry business.

I was always organizing and coming up with systems of structure. Fittingly, my name means “Industrious”; I remember being so excited to turn 15 so I could get a job and start working. I’ve always been friendly and interested in people, and I loved being part of the conversation, even with the adults. My sense of humor has been much improved over the years. 🙂


  • Mattresses Range from $1799 in a Queen – $5699 in a Queen

Contact Info:

Image Credit:

Kristin Hardwick Photographer, Allison Sica

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1 Comment

  1. Joseph Maillet

    April 12, 2018 at 4:32 pm

    Nice article and great to see industrious young people undertaking new businesses!

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