For months, I had an extra Euro Pillow Sham on my King Bed that just looked limp and out of place with the 26x26 enclosed "Euro" pillow that I purchased from a local home goods store. This 28x28" size pillow was a HUGE improvement while also being firm enough to serve as a solid backrest when reading or working in bed ... which is what Euro Shams should do! I am thinking of ordering two more (although I only need one more to fill in my King Bed ensemble). I'm just wondering if a 30x30" wouldn't be the perfect pillow size for my true "Euro" Shams, which are Sferra Italian linens. If anyone has Sferra Euro Shams and purchased a 30" square size, please let me know by posting a comment/guidance here.