Vayu Earth: How Sheth Jeebun Built a Brand Around Women Artisans and Slow Living

Vayu Earth, founded by Sheth Jeebun, is a UK-based home and lifestyle brand that empowers rural Indian women artisans through handcrafted goods, aligning ethical sourcing and fair wages with the principles of slow living and conscious retail.

Kenji Tanaka

June 9, 2026 · Updated October 14, 2026 · 4 min read

Vayu Earth is a UK-based home and lifestyle brand with a business model that ties every product to a social promise: handcrafted goods made by artisans — with a particular focus on women in rural India — who are meant to earn a decent living and become financially independent through the trade. Founded by Sheth Jeebun, a UK businessman with more than three decades in property and care home services, the company describes itself as a model of conscious retail, where ethical sourcing, fair wages, and sustainability are presented as operational principles rather than marketing decoration.

The Vision of Vayu Earth: Ethical Crafts and Slow Living

The brand positions itself within a broader consumer shift toward authentic, purposeful purchases — a movement away from disposable goods and toward items that carry a philosophy. Coverage of the company frames Vayu Earth as "a thoughtful approach to home décor and conscious living, built around ethical handmade craftsmanship, sustainability, and timeless design," with Jeebun's leadership reflecting "a strong commitment to responsible business, artisan empowerment, and mindful living."

Central to that vision is the idea of slow living. Mindful living, as the brand's own framing has it, "invites people to slow down, simplify, and appreciate what truly adds value to their lives" — and Vayu Earth says it reflects that same mindset through its products and brand philosophy. In other words, the company's argument is that the objects we bring into our homes should be chosen with the same care we bring to our habits and routines.

Sheth Jeebun's Mission: Empowering 30,000 Women Artisans

The scale of the ambition is unusually specific. In February 2022, The Times of India reported that Jeebun was set to enter India with a project aimed at supporting more than 30,000 women artisans in rural areas — skilled but underprivileged craftspeople whose traditional products, Jeebun argued, have a substantial market in the UK and other countries. "This is a massive project that will cover villages across India," he said at the time. "We will ensure the project is beneficial for the artisans as it would allow them to stand on their feet."

That announcement became Vayu Earth. The company's own materials now present the artisan-support goal as the ultimate purpose of the business, describing initiatives that invest in artisans so they can "build sustainable livelihoods, support their families, and uplift their communities." The brand's stated emphasis on women artisans is explicit: supporting them is framed as improving their economic status while also promoting gender equality. Fair trade principles — fair wages and safe working conditions — are described as "at the core of our organisation."

Vayu Earth's Principles in Practice

The clearest way to see how the philosophy becomes a business is to map the stated principles directly onto what the company sells. The table below connects each core value the brand articulates to its practical application and the product categories that carry it.

Vayu Earth: stated principles mapped to business practice and product categories
Core Principle	Business Model Application	Product Categories
Ethical handmade craftsmanship	Direct work with artisan communities; fair trade principles of fair wages and safe conditions	Handcrafted home décor, kitchenware, furnishings, baskets and small furniture
Artisan empowerment (women's focus)	Training, fair trade, and empowerment programs; goal of supporting 30,000 rural women artisans	Traditional handmade goods sold in the UK and beyond
Sustainability	Ethical sourcing, environmentally responsible production, natural materials	Rugs, throws, baskets, and storage made from natural, sustainable materials
Mindful living / slow living	Timeless design and products "built to last" for everyday use	Bowls, boards, trays, vases, and decorative pieces for the home

The correlation the table reveals is the company's central claim: its four product lines — home décor and accessories, kitchen and dining, home furnishing, and furniture and storage — are each presented as the tangible expression of a founding value. Candle holders and lanterns carry artisan character; handwoven rugs and cushion covers add warmth; bowls and serving pieces are designed for everyday durability rather than replacement.