1. Be picky: Just as one shoe size doesn’t fit all, neither does one pillow. Consider your sleep needs and personal preferences, then invest in the best quality pillow you can.

2. Check the fill: Not all down and feather is equal, and the quality of a pillow’s fill is just as important as the % of down. Most people prefer a mix of feathers and down as this gives more structure and support than pure down, while still being skin soft.

3. Buy to last: A good quality pillow will plump up and retain its shape for longer. Take the pillow test to find out if a pillow needs replacing by placing the pillow over your arm. If it sags in the middle, upgrade. A new pillow will always be plumper than a five year old one.

4. Get the right support: A pillow’s firmness or softness is determined by the quality of the pillow’s fill, not just by the % of down. We recommend that you buy one, sleep on it, then buy the rest for the bed once you’re happy.

5. Be allergy aware: Think you’re allergic to natural fill pillows? Clean, high quality feather and down encased in mite-proof, double-stitched casing ensures no feather or down can escape. Synthetic pillows also hold more bedbugs than natural fills and many more people react to bedbugs than feathers according to clinical research.