Bath Businesswomen Launch AYA, a Design-Led Everyday Wellness Brand

Vicki Jackson and Bonny Hall spent years developing products for other people's brands. In October 2025, they launched one of their own.

AYA, a UK-designed wellness and gifting brand founded by the two Bath-based entrepreneurs, sells curated gift sets and wellness tools built around what Jackson calls a simple conviction: "We believe self-care should be an everyday essential, not a luxury."

The pair met while working together at Lovehoney, the Bath-headquartered sexual wellness company. Hall spent two decades there helping scale it into a global market leader, overseeing the development of more than 3,000 products along the way. Jackson brings more than 25 years of experience across buying, merchandising, category management and product development. Together, that's a formidable amount of consumer goods knowledge behind what is, at its core, a brand about five quiet minutes and a thoughtful gift.

Jackson described the product vision plainly: "With AYA, we wanted to create something that feels beautiful, calming and genuinely useful, products that fit seamlessly into modern routines." The brand positions itself as design-led and rooted in what its founders call "meaningful gifting," with everything in the range designed in the UK.

Since launching, AYA has sold through its own online store as well as Amazon and Not On The High Street, and has already collected strong early customer reviews alongside growing demand across those channels. No sales figures have been disclosed.

Hall framed the brand's purpose in personal terms: "We've spent our careers developing products for global brands, and now we're incredibly proud to be building something of our own here in Bath. AYA is about encouraging small moments of calm, whether that's five minutes to unwind at home, or giving a thoughtful wellness gift to someone you care about."

The wellness gifting market has grown significantly in recent years, with consumers increasingly treating everyday self-care products as appropriate for both personal use and gifting occasions. AYA's positioning, sitting at the intersection of considered design and accessible ritual rather than the high-end spa aesthetic that dominates much of the category, gives it a distinct angle. The brand does not currently publish individual product pricing publicly, so how it competes on value against established gift set players on Not On The High Street remains to be seen.

What is clear is that Jackson and Hall are building this with the kind of category fluency that most wellness startups simply don't have on day one.