Good Night Sleep Changes Woman’s Life

After suffering from sleep deprivation and chronic exhaustion for six months, Sarah Baldwin was desperate to find a solution to her problem and headed online for help.

“I came across a line of sleepwear called Goodnighties Recovery Sleepwear and it sounded like something I needed to try,” the Highland Park resident said. “I tried it the first night and I slept straight through.”

According to the company's website, the therapeutic pajamas are made with “smart-fabric" that is described as "soft, comfortable, blended with calming negative ions (to heal strained muscles), moisture-wicks (to regulate body temperature issues from menopause or illness) and is anti-microbial (not necessary to wash as often!).”

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The combination is what Baldwin thinks got her through that first night and she’s been hooked ever since.

“It’s a special treatment to the fibers of the fabric that blends negative ions into the fabric permanently. What that does then is it stimulates blood flow to your tired muscles,” she explained about the patented process.

“It also creates an opportunity for people to try something that’s not related to popping pills," she added. 

With one good night’s rest under her pillow, Baldwin decided she wanted in.

“I woke up and I though to myself, ‘This is pretty cool, there have to be other people out there that are like me that would like to know about this product,’ ” she recalled of her decision to promote the product.

With a strong marketing background and a recent desire to get back into the workforce now that her children were older, Baldwin decided to give the creators of Goodnighties a call to see if they could use her services. Back in the early 1980s, Baldwin worked on the original team that launched the artificial sweetener NutraSweet and considered this endeavor another good business opportunity.

It turned out that Goodnighties needed her help.

“Within 10 days I was flying from Chicago to Huntsville, Alabama, to carve out a partnership with the manufacturers,” said Baldwin, who would later become the company's vice president of marketing.

“I think that I had a good foundation to position the brand and to speak to the audience which is really neat,” she explained. “I immediately redid the logo and all the marketing messages.” 

That was in February 2010. Since then, the product has launched worldwide, selling to stores across the U.S., including Maze Home in Winnetka, as well as overseas. 

Baldwin’s objective is to market the product to other women like herself and hopes they benefit from a good night’s sleep like she has.