Our Story
"Inspired By The Women Who Embody Our Brand" - Hetal
About The Founder
VAAI, launched in 2018, is the creation of London-based designer Hetal. Originally trained at King's College London with a PhD in the medical field, Hetal developed an analytical eye and meticulous attention to detail. Despite her scientific background, Hetal's passion for creativity led her to become a self-taught designer, constantly exploring her artistic senses. She further honed her design skills with formal training at Central St Martins, specialising in bridal couture and embroidery. This unique blend of scientific precision and creative flair defines the distinctive elegance of VAAI's collections
With a dedication to supporting women-built brands, Hetal has recently co-founded The 192 Collective, a retail space nestled in leafy Islington, North London. Here, she spearheads a collective endeavour, providing a platform for other designers and makers to showcase their thoughtfully designed, uniquely crafted products.
About The Brand
VAAI was founded with a core mission to create impeccably crafted, stylish garments that empower confidence in the wearer. In symbiotic collaboration with our customers, we meticulously design pieces that flawlessly fit, paying close attention to the evolving contours of a woman's body at every stage of life, thus ensuring our garments cater to their needs.
Nurturing Heritage
As a British Indian, Hetal feels privileged to blend two rich heritage cultures with exceptional craftsmanship in her creations. She strategically sources and produces materials both in the UK and India, leveraging the artisans' strengths in textile, embroidery, and garment making accordingly. In a typical VAAI piece, you might discover fabric sourced from a small Indian community of handloom weavers, complemented by lace trims crafted in Britain by leavers lace manufacturers with a legacy spanning several generations within the same family.
Respect for Our Planet & People
We are committed to crafting womenswear that honours both people and the planet. Our womenswear is thoughtfully created with sustainability at the forefront, ensuring that every step of the production process is environmentally friendly. From responsibly sourced materials to ethical manufacturing practices, we endeavour to minimise our ecological footprint while delivering stylish and empowering designs. Explore our socially responsibility pledge to discover how we are redefining confidence and shaping a more sustainable future, where fashion and responsibility intertwine seamlessly.
