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The Story Behind the Brand

The Story Behind the Brand

When we created AYA, we weren’t just designing products. We were creating something we felt we needed ourselves - small, beautiful rituals that help us pause, reset and reconnect.

AYA has always been about self-care in its truest sense. Not indulgence. Not escape. But those quiet moments that help you come back to yourself.

From the beginning, we knew the brand had to reflect that feeling.

Why “AYA”?

The name AYA is simple, symmetrical and balanced. It’s a Japanese name that can mean design, beauty or colour - and that felt quietly powerful to us.

We’ve always been inspired by the East. Every trip to Japan brought new discoveries - a different way of approaching design, of honouring craftsmanship, of finding beauty in restraint. There’s a calm confidence in Japanese aesthetics. Nothing is overworked. Nothing is unnecessary.

AYA mirrors that philosophy.

It reads the same forwards and backwards. It feels centred. Balanced. Calm. And that balance is at the heart of everything we create.

The Triple Heart

If you’ve seen our mark, you’ll notice three hearts gently turning inward.

That detail matters.

The heart is universally understood as a symbol of care and love. But AYA is about self-love - the kind that begins quietly within. So instead of facing outward, our hearts face inward. They point back to you.

Each heart represents one of the three areas we believe true self-care touches:

  • Physical

  • Mental

  • Spiritual

Because real wellbeing isn’t one-dimensional. It’s layered. Connected. Holistic.

A Modern Emblem

When we were refining the mark, we were drawn to the simplicity of traditional Japanese family crests, known as kamon.

These ancient symbols were beautifully minimal. Symmetrical. Instantly recognisable. They carried meaning without complexity.

A kamon wasn’t loud or decorative for the sake of it. It was intentional. Every curve mattered.

That philosophy resonated deeply with us.

In many ways, the AYA mark is our modern emblem, not representing a family lineage, but representing something just as important: your relationship with yourself.


Designed to Feel Good

Our products are crafted to be as beautiful as they are useful. We believe the objects you surround yourself with influence how you feel. When something is thoughtfully designed, it elevates the everyday.

That’s why AYA exists at the intersection of pleasure and wellness. Because self-care should feel good - not clinical, not complicated, not intimidating.

Just simple. Supportive. Restorative.

Relax. Restore. Rejuvenate.

Three words. Three hearts. A quiet reminder that taking care of yourself isn’t selfish, it’s essential.

And if our symbol does anything, we hope it gently reminds you to turn inward, even for just a moment.

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Vicki and Bonny, founders of AYA

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Fear of Flying: How I Found My Anchor in the Clouds by Founder, Vicki Jackson

Fear of Flying: How I Found My Anchor in the Clouds by Founder, Vicki Jackson

For as long as I can remember, I’ve lived with a paradox: I am terrified of flying, yet I am obsessed with it. While most travellers are focused on their destination, I’m the one researching the exact aircraft model, memorising the seat configuration, and counting the engines before I’ve even left for the airport. It’s an irrational fear, but it’s one I’ve refused to let win. My career has taken me across the globe, and my love for travel is stronger than my anxiety. Over the years, I’ve developed a "toolbox" of rituals to help me cope - from strategic window seats to the occasional glass of wine. But recently, I found a physical "anchor" that has changed everything: my AYA Rock massager. The Rituals of a Nervous Flyer Managing flight anxiety is often about controlling the environment. For me, that means: The Waiting Game: I never get to the gate too early. Minimising that "pre-flight" anticipation helps keep the adrenaline spikes at bay. The Audio Connection: I listen intently to the pilot’s introduction. Hearing a calm, professional human voice reminds me that this is just another day at the office for them. The Power of Touch: For years, my husband and kids were my anchors, literally. I’ve had to refrain from grabbing the hands of strangers, but that need for a physical "comforter" never went away. Finding Calm with AYA The biggest shift in my travel experience came when I started bringing my AYA Rock massager on board. It fits perfectly in the palm of my hand, providing a sense of grounding that a seat armrest just can't offer. When the seatbelt sign dings or the plane hits a patch of "choppy air," my mind used to spiral into pre-empting the next bump. Now, I turn on the AYA Rock. Here is why it works for me: Sensory Distraction: The vibrations provide a physical focal point. Instead of obsessing over the wings or the sound of the engines, I focus on the rhythmic pulse in my hand. Controlled Breathing: When the anxiety feels unpredictable, I use the relaxation patterns on the device to sync with my breathing. It forces my nervous system to slow down, even when we’re at 30,000 feet. A Portable Comforter: It’s small and discreet. It gives me that "hand-holding" sensation of security without needing to squeeze my neighbour's arm! My Advice to Fellow Flyers If you struggle with flight anxiety, know that you don't have to be "cured" to see the world. You just need a strategy. Whether it’s your favorite playlist or a tactile tool like the AYA massager, find what grounds you. I still check the aircraft model, and I still listen for every noise but now, I have the tools to stay calm through the clouds.

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AYA - The Origin Story by Founder, Bonny Hall

AYA - The Origin Story by Founder, Bonny Hall

We live in a world where it can feel like everything has already been invented. At the same time, we’ve forgotten so much of what has already been discovered. We’re always searching for the new — the exciting, the innovative, the what’s next. When Vicki and I began exploring ideas for a new business, one thing was clear from the start: whatever we created had to have purpose. It had to work, and it had to do exactly what it said on the tin. We knew we wanted to create a product brand and design and develop our own beautiful products, but we didn’t yet know where that journey would take us. The idea for AYA — and the products we’ve launched — evolved naturally over time. With backgrounds in retail and years spent helping other brands grow, starting AYA felt like the right moment to create something of our own and step into our roles as founders. The ROCK The first product shape we chose was the ROCK. In August 2023 I travelled to Japan and spent time with friends in Osaka and Tokyo, visiting stores and exploring products as part of their business distributing to Japanese retailers. During my time there, I fell in love with the culture, the simplicity of design, the attention to detail, and the ritual of hotel spas. It was an incredible experience. I even had the opportunity to sleep on a traditional Japanese roll mat in a beautiful seaside hotel. It was eye-opening and unlike anything I’d experienced before. While in Tokyo, I came across a rock shape I recognised from stacking children's games, but this time it was being marketed as an acupressure tool for the hand. There was a basket of smooth wooden rock shapes, each one different. When held and rotated in the palm, they applied pressure to different acupressure points. This concept is simple and ancient. The rock shape has been used for acupressure and massage for centuries - hot stone massage is a perfect example. While wood is a beautiful material, it does have limitations. So we reimagined the rock massager using super-soft, tactile, body-safe silicone, enhancing it with vibration speeds and guided breathing patterns. The POINT Our second shape was inspired by a tool I purchased during my recovery from a broken ankle. In April 2024, I broke my ankle and spent two months housebound in plaster, followed by three months of recovery and physiotherapy. During this time, I was searching for tools to help with massage and trigger-point stimulation for my legs and feet. I came across many different trigger-point tools designed for deep tissue massage, but the one that worked best for me had a wide base and a pointed tip. This shape allowed weight to be applied through the base, driving focused pressure into the body. From my research, this type of tool is believed to have originated in India as part of ancient Ayurvedic practices, where deep, sustained pressure is applied to specific muscle knots to release tension. We explored many variations before refining the AYA Point finding the perfect balance of size, shape, and portability for effective, on-the-go massage. The STAR Once we had inspiration for two shapes, we began researching other massage tools with a long history of helping people. We explored many shapes and materials, testing and refining as we went. One tool consistently stood out: the Thai star massager. Traditionally made from wood, this simple six-pointed star has been used in many forms and sizes. It’s incredibly versatile and ideal for trigger-point work, hand massage, and rolling under the feet or along the legs and arms. We reimagined this shape in the same soft, body-safe silicone and evolved the design to make it uniquely AYA. Ancient Shapes, Modern Technology All three shapes are inspired by tools that have been used for over 2,500 years. While it’s difficult to pinpoint their exact origins, their influences clearly stem from Indian and Chinese healing traditions. At AYA, we’ve elevated these shapes by introducing modern materials and technologies. They can be used without vibration, just as the original wooden tools were. Adding vibration, however, introduces a completely new dimension. Lower speeds offer gentle massage and sensory distraction, while higher speeds deliver powerful vibrations that, combined with trigger-point pressure, can help release deep tension. Breathing Patterns We also wanted to go beyond vibration alone. This led us to develop four guided breathing patterns: Heartbeat — a simple on/off rhythm that mimics a heartbeat. Ideal for grounding and distraction during moments of anxiety, such as flying or dental appointments. Box Breath — four seconds on, four seconds off, encouraging controlled breathing through holding and releasing. Deep Breath — a slow inhale, pause, and release on repeat, designed to calm the nervous system. Wave Breath — mimics natural breathing patterns, helping to centre and ground you through the rise and fall of vibration. Reimagined, Not Reinvented We haven’t reinvented the wheel at AYA — we’ve reimagined it. Using ideas rooted in history, we’ve brought them into the modern day. We’ve created massagers that are intuitive, discreet, and powerful. They fit comfortably in the palm of your hand, travel easily, and can be used anywhere -  on a train, a plane, or even while sitting in a café with a friend. They can be used for body massage, but also as a calming distraction during times of stress or anxiety. In a world that often feels overwhelming, AYA offers a moment of peace..  a gentle reminder to pause and breathe. We hope you love them as much as we do - Bonny.

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