Menu
Founded in 2018 to help brands of all sizes create meaningful, user-centred products that drive growth and connect with people in ways that matter. We bring agility, creativity, and close collaboration to every project.
Our founder
Aetha was founded by Tom Parsons in 2018.
Tom was previously a Senior Designer at Dyson, where he helped conceptualise and launch successful new products, including robotic and handheld vacuum cleaners.
He created Aetha to bring high-performance design to ambitious companies of all sizes.
In 2022, Tom co-founded Times Eyewear, gaining first-hand experience of entrepreneurship, including brand creation and bringing a new-to-the-world, active product to market.
Tom has judged at CES Las Vegas and the Design Truth Student Awards, and sits on the Industry Advisory Board at Bournemouth University, helping shape the future of design education. He writes and speaks regularly on the future of product design with AI.
Outside of work, Tom is a keen watersportsman, regularly found enjoying the wind and sea surrounding his home in Poole.
Our studio, your advantage
Aetha is based in Poole, on the south coast of the UK, within easy reach of London.
Our workshop enables us to produce quick exploratory, conceptual sketches to high fidelity prototypes.
Together, we remain close through the entire development process, resulting in quality outcomes and fewer surprises.
Responsibility, by design
The ocean is always in sight in Poole.
It shapes how we live and work. And reminds us daily that design doesn’t exist in isolation.
We’re mindful of what we make, how we make it and why it matters.
For you and your users
Take a look at our work.
Do you see a pattern?
No? Good.
Many design companies have a clear aesthetic. If you’re happy fitting in with that, great.
Aetha doesn’t have a house style. We believe our design has to work for you.
Physically and financially.
For your category.
For your brand.
And for your users’ active lives.
Our purpose. Our people
We believe the best work comes from people who feel heard and valued.
Our culture is built on respect and openness.
Every voice matters and fresh ideas are welcomed.
The studio is led by Tom Parsons, formerSenior Designer at Dyson, who founded Aetha to bring high-performance design thinking to scale-ups and established businesses with a startup mindset.
He also co-founded Times Eyewear, building the brand alongside Aetha to gain hands-on entrepreneurial insight.
Tom has judged at CES Las Vegas and theDesign Truth Student Awards, and sits on the Industry Advisory Board at Bournemouth University, helping shape the future of design education. Tom has spoken on several podcasts focussing on the future of product design with ai.
Our studio is in Poole, on the south coast of the UK, within easy reach of London.
Our workshop allows us to produce quick exploratory/ conceptual sketches to high fidelity prototypes.
Together, we remain close to the entire development process, resulting in quality outcomes and fewer surprises.
The ocean is always in sight in Poole. It shapes how we work.
We’re reminded daily that design doesn’t exist in isolation.
It keeps us mindful of what we make, how we make it and why it matters.
Take a look at our work.
Do you see a pattern?
No? Good.
Many design companies have a clear aesthetic. If you’re happy fitting in with that, great. Aetha doesn’t have a house style. We believe our design has to work for you.
Physically and financially. For your category. For your brand. And for your users’ active lives.
We believe the best work comes from people who feel heard and valued.
Our culture is built on respect and openness.
Every voice matters and fresh ideas are welcomed.
