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Rohina Anand was born into a family deeply rooted in the world of textiles, with both her father and brother leading a major textile export house. Drawn to the creative arts from an early age, she found joy in painting, writing, and design. She completed her schooling in Mumbai before pursuing a degree in woven textiles from the University of Leeds in the UK. After graduating, she returned to India in 2009 and took over the renowned lifestyle brand Ajay Anand Living, transforming it into AA Living, a name now synonymous with luxury, quality and beautiful design.
At Ajay Anand Living, we offer a thoughtfully curated selection of high-quality bed and bath textiles, rugs, and accessories – each designed to blend timeless elegance with modern sophistication. Our products are crafted for those who appreciate enduring quality, classic design, and a refined aesthetic.
- If AA Living were a living, breathing personality, how would you describe its style, values, and quirks?
AA Living would be that friend with impeccable taste who always makes you feel at home. Her style is refined but approachable, her values are rooted in quality and craftsmanship. She’s effortlessly polished, quietly opinionated, with a deep love for comfort, craft, and clever design. She lights a candle near her bath tub – and wants to teach you how to launder well so your towels can be just as soft 5 years from now.
- Your bed and bath collections are beloved for their quality. If you had to pick one fabric that defines AA Living, what would it be—and why?
1000 thread count cotton sateen. It’s our signature for a reason – luxuriously soft, breathable, 100% cotton night linen that’s built to last. It speaks to the brand’s belief that everyday rituals deserve the best materials, not just special occasions
- What does ‘ethical elegance’ mean to you—and how is it woven into every AA Living product?
To us, ethical elegance means creating beauty without compromise – on people, process, or the planet. It’s choosing responsible production, local craftsmanship, and long-lasting materials that are created with integrity. From sourcing cotton responsibly to supporting our large female workforce – we are all about ensuring that our aesthetic values never come at the cost of our ethical ones.
- You champion DIY and decor hacks—why is it important for a luxury brand to speak to the everyday decorator and the design geek alike?
Because some days you want to style with precision, and other days you’re layering throws to hide crayon marks. We honor both – and believe that beauty and practicality should coexist, not compete.
- What inspires your collections—travel, art, architecture, nature? Could you give us a glimpse into your creative mood board this season?
Always a mix of all four – but this season, I’m drawn to coastal textures and desert tones: driftwood, sand dunes, aged brass, and coral shadows. Think wabi-sabi meets Mediterranean ease.
To take a trivial example, which of us ever undertakes laborious physical exercise, except to obtain some advantage from it?
- What are your golden rules for styling a home that looks elevated but feels effortless?
- Choose fewer, better pieces
- Leave room for imperfection – it adds soul. Without empty walls and negative space your eye won’t know where to rest.
- Let natural light dictate the palette – I love when mirrors double the light.
- Invest in what you touch daily: bedding, towels, and lighting
- Anchor each room with one statement piece
- Mix the old with the new to avoid showroom flatness
- Decorate for your nervous system so you always get a sense of happiness and contentment in every room.
- What do you hope someone feels when they open a package from AA Living?
Like they’ve received a package from a brand who really knows their taste. It’s not just about a product… It’s about the quiet pleasure of knowing you chose well.
- In one sentence: AA Living is for people who _________.
…believe that the details of daily life deserve to feel indulgent.