Philosophy

MADE WITH LOVE – MEANT TO BE LOVED 

We re-define luxury with an informal approach to elegance. Deeply rooted in our DNA is a love for exquisite natural materials, high quality, comfort and craftsmanship.

Denmark is our base, where we work creatively and design all our products. It’s where we grew up with a love of nature and a profound appreciation of honesty and simplicity as the true essence of beauty.

Our goal is to merge ancient skills with a Scandinavian simplicity, and create alluring, uncomplicated designs you will cherish forever – beyond any fleeting fashion trend. Knowing that the designs were made with respect for the women and men who crafted them, bringing a renewed sense of pride to these artisans, their communities, and to you and us. We believe that a product’s origins, sustainable production and environmental impact are of equal importance as its aesthetic. It’s the combination of these elements, together with an enduring design, that makes a product truly luxurious.

We want to demonstrate that a 100% responsible business practice is the only way to do business. The origins of our products are key to our concept. It’s where we draw on the expertise of local people, whose artisan skills are passed on from generation to generation. At Aiayu, it’s our deep desire to keep these ancient traditions alive. That’s why we make a point of communicating the origins of our products, insights about the local people, their culture and traditions.

We see ourselves as merely refining what nature has already designed so beautifully.