In Conversation | Spotlight with Jennifer Fay of Linen Alley Partner Website

A Conversation with Jennifer Fay of Linen Alley & WHJ Editor-in-Chief, Laurenz Busch

In Conversation spotlights the people shaping how the Mountain West lives, builds, and designs. Through candid conversations with creatives, craftspeople, and business owners, Western Home Journal explores how thoughtful design takes shape in real homes and real communities—providing insight into process, perspective, and the personal stories behind the work.

For more than two decades, Linen Alley has helped Jackson Hole residents, homeowners, and designers navigate one of the most personal elements of the home: sleep. Owned by Jennifer Fay, the bedding, bath, and mattress shop brings together a carefully tested collection of luxury and everyday essentials, including mattresses from Vispring, Beautyrest, and Avocado, and bedding and linens from Sferra, Peacock Alley, Matouk, and Libeco. Every product has to meet the same standards: to feel good, perform well, and be something the team would use in their own homes.

Jennifer Fay: You got it. My mom and I started Linen Alley in 2004, and I’m a true local, born at St. John’s Health, and my parents built the building where Linen Alley is back in the 1970s.

“THE PHILOSOPHY OF PRICE WEST IS ABOUT BUILDING A BETTER FUTURE UPON THE FOUNDATIONS OF THE PAST. HOMES SHOULD EVOLVE THOUGHTFULLY OVER TIME.””AS PEOPLE BECOME MORE EDUCATED ABOUT SYNTHETIC MATERIALS AND CHEMICALS, AND HOW THEY AFFECT OUR BODIES AND THE WORLD, THEY BECOME MORE CONSCIOUS ABOUT WHAT THEY PUT IN THEIR HOMES AND WHAT THEY SURROUND THEMSELVES WITH.”

-Jennifer Fay, Linen Alley

JF: I like to think so! Today, we offer a curated, bespoke collection of bedding, mattresses, and bath products at a range of price points. We’ve never sold anything we haven’t tried ourselves. We bring it home, wash it, feel it, test it, use it, and put our name on it. We’re really invested in every product we sell. If something changes in how it’s made and no longer meets our standards, we stop carrying it.

JF: We care about what you buy, and we care that we get it right. We are part of the community. The people who come through the door are our friends, neighbors, longtime customers, and designers we’ve worked with for years. Even new people can feel that community-minded customer service.

JF: A lot. As people become more educated about synthetic materials and chemicals, and how they affect our bodies and the world, they become more conscious about what they put in their homes and what they surround themselves with.

There has been a significant trend away from synthetic foams and synthetic materials, and a reeducation around natural materials. Wool, for instance, can resist dust and help keep you cooler.

JF: They do, and we help them find what they’re looking for. Are they sleeping hot? Does the bed feel too firm? Are they cold? Is their spouse comfortable? Do they have aches and pains? People are often surprised by how many choices there are, but relieved that they can feel, test, and see the options.

JF: It comes down to materials and performance. Higher-end products use materials that cost more to source, but they last longer and perform better. You can feel the difference, feel good about it, and get longer life out of products made well with really great materials.

whj IN CONVERSATION