Heveya may be a sleep company, but its mission is wide awake. In this interview, Managing Director Thijs Veyfeyken shares how a simple desire for clean sleep turned into a movement, one that’s redefining luxury bedding through regenerative farming, conscious design, and community-led wellness. From Southeast Asia to Dubai, Heveya is building a world where people, planet, and product truly align.
From Seed to Sanctuary
What first planted the seed for Heveya, and how has your vision evolved since 2013?
The idea for Heveya was born from a fundamental belief: that sleep is the foundation of wellness and our homes should nourish both human health and planetary health. Back in 2013, the mattress industry was still dominated by aesthetics, thick foams, glossy finishes, but filled with materials that didn’t serve the body or the environment. Think metal coils (hello radiation), synthetic foams (packed with formaldehyde), and glues that trap heat and chemicals.
We saw a gap in the market for bedding that was not only comfortable and luxurious but also clean, ethical, and sustainable. What began as a niche offering of organic latex mattresses has since evolved into a global wellness brand, spanning continents and cultures. Today, Heveya is less about selling sleep products and more about championing conscious living. We’ve launched regenerative farming initiatives, partnered with wellness-forward communities, and deepened our mission: helping people sleep better, live more mindfully, and make choices that support the planet.
Was there a moment when you realised Heveya was more than just a bedding brand?
Absolutely. It became clear when customers began sharing stories that went beyond product satisfaction, stories of better sleep, improved health, and lifestyle shifts. One client told us, “This mattress didn’t just change how I sleep. It changed how I live.” That was the turning point.
As we began partnerships with organisations like TODA (Theatre of Digital Art) and expanded into community education and regenerative farming, we understood that Heveya was becoming something much larger: a platform for people who care about quality, sustainability, and wellness. That’s when purpose and product truly aligned.
Conscious Sleep, Conscious Self
How has your personal wellness journey influenced Heveya’s direction?
Becoming a father changed everything. Suddenly, sleep became a non-negotiable. I realised that no supplement, superfood, or fitness routine could compensate for poor rest, especially when you’re juggling parenthood and business. That deeper understanding of rest as a wellness pillar made me even more committed to designing products that restore the body and respect the earth.
You describe your showrooms as “destination spaces.” Why is education so central to the experience?
Because most people haven’t been taught what good sleep truly requires. Our showrooms are quiet, immersive environments, not malls, where people can relax, ask questions, and learn. We dedicate space to educating on materials, latex, and agroforestry because transparency matters. These are also spaces for community: we host wellness talks, sleep workshops, and events on everything from nutrition to mental wellbeing. It’s our way of going beyond retail and becoming a true wellness partner.
What does your version of a bedroom sanctuary look like, and how do you help others create it?
For me, a sanctuary is a tech-free zone. No screens, no phones, just calm, breathable materials and lighting that respect the body’s natural rhythms. At Heveya, we help others build their own sanctuary with natural bedding, supportive mattresses, and education on everything from sleep posture to environmental triggers. Because good design should feel good, too.
Green by Design
What does regenerative business mean to you?
It means doing more than “less harm.” Regeneration is about giving back, to soil, to people, to the systems we rely on. At Heveya, we use organic latex from agroforestry plantations that restore biodiversity and soil health. We’re building a regenerative farm in Bali, and our Meditation Mats are made from leftover materials, circular by design. It’s about shifting from extraction to stewardship. We’re not here to just sell bedding. We’re here to prove that wellness, luxury, and ecological responsibility can thrive together.
You’ve pioneered agroforestry and latex circularity. What have you learned from that process?
Change takes time and the right partners. Agroforestry wasn’t an easy sell. Farmers were understandably sceptical. But with education and consistent results, we’ve shown that this model can improve yield, restore land, and support livelihoods. The biggest takeaway? Patience, empathy, and commitment create real change.
How do you balance profit, planet, and people as you grow globally?
With intention. Profit keeps the business running, but it’s not our north star. Impact is. If it’s not good for the planet or the people, it’s not true profit. Every decision is filtered through that lens.
What’s next in your B Corp journey, and what do you hope for the industry?
Becoming B Corp-certified was just the beginning. We’re now focused on circularity, developing systems to take back and responsibly repurpose Heveya mattresses. Our hope? That B Corp becomes more than a label. It becomes a mindset. One that more consumers adopt, and more companies embrace, especially here in the Middle East, where there’s huge potential for growth with purpose.
Designed for dreamers and doers.
Heveya brings soul to sleep and meaning to the everyday.
Instagram: @heveyaae
Website: heveya.ae
