Turning ideas into action…

Our story begins in May 2016 when our founder Mindy Arora, visited an airshow with her husband, a pilot in the RAF, and realised there was a gap in the market for luxurious aviation goods. Mindy says:

‘I knew two things, aviation is loved by many and many are disappointed with the lack of high quality merchandise available’

With airshows being second only to football in terms of annual crowd figures at outdoor events (TSA Consulting) Mindy set about researching the event and online market and ASALI was born. Having a background in marketing meant Mindy was in a good position to move things forward at a steady pace.

Research went into full swing after the idea and both Mindy and her husband spoke to pilots in the RAF and airshow enthusiasts on the ground to gain a deeper understanding of what people wanted.

mindy arora carol vorderman jim peterson display pilot

A family affair.

All the products are designed in Lincoln but made in India in the family owned factory in Kolkata. The factory is an SA 8000 certified company ensuring all employee rights and safety are adhered to as a minimum.

ASALI products are made using a combination of both hand and machine based techniques, machines have been imported from Japan, Taiwan, China and Italy. The hand made nature and of course the leather itself means that each item is unique and variations in colour and finish are natural, without deviating from the highest quality.

We have selected a range of different leather types used across our product ranges, embossed, nappa and Italian to name a few. 2020 will see new designs and leather being used. Read more about our leather here.

Flying High

Mindy Arora ASALI Lincs Journal editorial coverage

Since the official launch in May 2017 ASALI has gone from strength to strength.

Used and loved by RAF pilots and well known faces, including Phillip Schofield, the brand has grown to also offer our understated luxurious designs without aviation symbols, ASALI Designs is for the discerning aviation fan and you.


  • Highly commended at the Lincolnshire Show 2018
  • Investing in the British made Hot Foil machine to offer personalisation.
  • Accepted by BAFTA award winning Arthur Williams into his collection
  • Being selected as a Theo Paphitis #SBS winner in 2019
  • Being used by members of the Silver Spitfire team
  • Supplying the Red Arrows, Typhoon and Chinook Display teams
  • Being invited to join Carol Vorderman and Ian Gough on BBC Radio Wales!

Supporting our charities

Since we began we have supported charities through donation. You can read more about our chosen charities and other events that we have supported here.

Here’s a little taste of what we do. If you love aviation or to indulge in luxurious leather gifts that scream style and work with your busy life, follow us on Instagram and Love ASALI!