The greatest luxury today is the gift of rest and restoration. In a world that normalizes chaos and busyness, uninterrupted sleep has become almost a guilty pleasure, when in truth it is a right every human deserves at the end of the day. Heveya, a B-Corp certified company headquartered in Singapore since May 2024 and now present in the UAE, is putting a spotlight on what eco-luxury sleep means. Through organic latex mattresses, breathable bamboo lyocell sheets and a philosophy rooted in slow living, Heveya shows the true value of creating a harmonious space where both people and the planet can thrive. Managing Director Thijs Veyfeyken shares more.
Delna Mistry Anand: Sleep is being called the ultimate luxury in our modern day fast-paced lives. In your view, what role does the right mattress or bedding play in helping people achieve that much-needed deep, restorative rest?
Thijs Veyfeyken: I can answer this by recalling a conversation I had with a mother of four in our showroom. She told me, “If I don’t sleep well, everything falls apart - my patience, my focus, even my health.” I hear versions of this from people of all walks of life, whether it’s a CEO managing constant pressure or an athlete chasing peak recovery. Sleep is the backbone that holds everything together.
We can buy the latest supplements, wear every fitness tracker on the market, but none of it matters if our mattress doesn’t support us. The right mattress is not just about softness or firmness. It’s about aligning the spine, adapting to body contours, reducing pressure points and creating the conditions for the nervous system to truly rest. That is where deep, restorative sleep happens, and that’s why sleep has become the ultimate luxury.
Everyone loves sinking into their bed at the end of a long day, but not many realize how crucial their mattress choice is for quality sleep. Do you see this changing?
Yes absolutely, more people are realizing that a mattress is not just a functional piece of furniture as we used to treat it. It is the very foundation of how your body restores itself each night. The right sleeping environment has the power to strengthen immunity, balance hormones, sharpen focus and even improve emotional resilience.
Wellness rests on three pillars: nutrition, movement and sleep. Most of us invest in the first two, filling our days with gym routines and healthy meals. But we often forget the third, which is arguably the most powerful of all. Without restorative sleep, even the best diet or most disciplined exercise plan cannot deliver its full benefit.
When you look at it that way, a mattress becomes a lifelong investment in your health.
The idea of “conscious luxury” is gaining ground. How, in your opinion, does Heveya embody this in its philosophy and products?
At Heveya, everything begins with our ethos: CARE. We care about our employees, about the well-being of our customers, and about the planet we will one day hand over to the next generation. To us, luxury is not about excess or extravagance. It is about peace of mind and creating a home environment that nurtures you.
When someone chooses Heveya, they are indulging in the comfort of organic, breathable, non-toxic sleep, while also making a choice that is kind to the earth. So, in that sense, luxury and sustainability are not opposing forces. They meet in harmony through every detail of our ethos and craftsmanship.
From materials to production, what sustainable practices set Heveya apart in the luxury sleep market?
Sustainability has been part of Heveya’s DNA from day one. We are a certified B Corp, which means we hold ourselves accountable not only for the quality of our products but also for the social and environmental impact of everything we do. That certification is not easily earned, it requires deep transparency, fair practices and most importantly a relentless commitment to bettering the way we work.
We source our materials worldwide but only from partners who share our sustainability principles. Our vetting process is extensive, ensuring that every supplier we work with is aligned with our vision of responsible production. And we make conscious material choices. For example, we avoid cotton due to its heavy water and chemical footprint, choosing instead renewable fibres such as bamboo lyocell and linen alongside pure organic latex. It’s this commitment at every stage that truly defines us.
What do you think is the biggest misconception about sustainable sleep products?
The biggest misconception is that sustainable means a compromise. People often assume that an eco-friendly mattress must be less comfortable, less durable or even less luxurious. In truth, natural materials such as organic latex outperform synthetics in almost every way. They are naturally breathable, hypoallergenic, resilient and incredibly supportive.
The other misconception is that sustainability is only about protecting the environment, when in reality, it begins with protecting you. A conventional mattress can contain toxic foams and flame retardants that release chemicals into the air you breathe. A sustainable mattress is healthier for the planet yes, but more importantly, it creates a cleaner, safer sanctuary for you and your family.
Design and aesthetics are often top priorities for discerning consumers, especially in a landscape like ours where we are spoiled for choice. How does Heveya bring style together with sustainability?
In the Middle East, design is part of daily life. Homes are built with intention, and beauty is deeply valued. Heveya honors this with timeless, natural aesthetics - stonewashed linen, silky bamboo lyocell and textures that flow seamlessly into both modern and traditional interiors. Our palette is neutral and soothing, creating spaces that radiate elegance without shouting for attention.
But style is also about how we choose to consume. We encourage our customers to build their non-toxic sleeping environment step by step. Perhaps it starts with a pillow, then a set of breathable sheets and eventually the mattress itself. It doesn’t need to happen overnight. This mindful approach is true slow living, and it aligns perfectly with the values of conscious luxury.
If you could share one simple tip for making sleep more sustainable, what would it be?
Start simple and build over time. Begin with natural, breathable sheets. Next, upgrade to a non-toxic pillow that truly supports your neck. Finally, invest in the mattress that suits your body, weight, and sleep position.
A non-toxic sleeping system does not need to be bought all at once. Mindful purchases over time are part of the slow-living approach Heveya stands for. Step by step, you create a healthier, more sustainable bedroom, without waste, each piece chosen with intention.
.jpg)
