In a world where luxury often eclipses sustainability, Sonu Shivdasani and his wife Eva Malmström Shivdasani have forged a different path. As the visionary founders of Soneva Fushi, they’ve created an oasis that blends understated luxury with an unwavering commitment to environmental stewardship. This journey began over three decades ago, when the couple first fell in love with the pristine beauty of the Maldives—a love affair that has shaped their lives and the very essence of the Soneva brand.
A Love Affair with the Maldives
The story of Soneva Fushi is rooted in the deep connection that Sonu and Eva have with the Maldives. In 1987, Sonu, a British-Indian entrepreneur, and Eva, a Swedish former fashion model, visited the Maldives and were captivated by its untouched, idyllic charm. The crystal-clear waters, lush vegetation, and simple way of life spoke to them in a profound way. For Eva, who had visited the Maldives for fashion shoots in the late 1970s, this was a place where the world’s natural beauty was laid bare in its most stunning form.
Driven by their love for the Maldives, the couple embarked on a mission to create a resort that would honor and preserve the environment they had fallen in love with. In 1990, they leased Kunfunadhoo Island, a remote and undeveloped 100-acre paradise in the Baa Atoll, and set out to build what would become the Maldives’ first eco-luxury resort: Soneva Fushi.
Pioneering a New Kind of Luxury
When Soneva Fushi opened its doors in 1995, it was unlike anything the Maldives had ever seen. At a time when the archipelago was known primarily as a diver’s paradise, with a scattering of low-cost hotels, Soneva Fushi introduced the concept of barefoot luxury—a blend of high-end comfort and ecological sensitivity. The resort’s “No news, no shoes” philosophy, which encouraged guests to disconnect from the outside world and immerse themselves in the natural surroundings, quickly became iconic.
But what truly set Soneva Fushi apart was the founders’ commitment to sustainability. From the very beginning, Sonu and Eva positioned themselves as guardians—not owners—of the island’s precious environment. They took bold steps to ensure that every aspect of the resort was designed to minimize its impact on the planet. Villas were constructed from sustainable, locally sourced materials, and no trees were felled during the building process without Eva’s personal approval. Instead, the villas were built around the trees, integrating nature into every aspect of the design.
SLOW LIFE: A Philosophy in Action
The heart of Soneva’s mission is encapsulated in the acronym SLOW LIFE, which stands for Sustainable, Local, Organic, Wellness, Learning, Inspiring, Fun, and Experiences. This philosophy is not just a marketing tagline but the guiding principle that influences every decision at Soneva. It reflects the founders’ belief that luxury and sustainability are not mutually exclusive but are, in fact, complementary.
Under Sonu and Eva’s leadership, Soneva has pioneered numerous initiatives that have set new standards in the hospitality industry. The Soneva Foundation, established in 2010, is a testament to their commitment to giving back. Funded by a small environmental levy added to guests’ bills, the Foundation supports projects that tackle climate change, restore biodiversity, and provide access to clean water and healthcare in communities across Asia.
One of the Foundation’s most impactful projects is the Myanmar Stoves Campaign, which has provided efficient cookstoves to rural communities, reducing deforestation and improving health outcomes. Another initiative, the Soneva Forest Restoration Project, has mitigated 255,000 metric tons of CO2 by planting trees in Thailand and Myanmar. These projects are just a few examples of how Soneva’s commitment to sustainability extends far beyond the boundaries of their resorts.
Creating a Culture of Purpose
At the core of Soneva’s success is the unique culture that Sonu and Eva have nurtured within the company. Sonu, who prefers the title of “Guardian of the Culture” over CEO, believes that the true value of an organization lies in its people and the shared beliefs that drive their actions. This is why Soneva Fushi’s staff are not called employees but “Hosts,” a term that reflects the company’s emphasis on hospitality and care.
This culture is reinforced through the language and values that permeate every aspect of life at Soneva Fushi. The concept of “Intelligent Luxury,” which Sonu and Eva have championed, is about creating rare and meaningful experiences for guests that are both luxurious and sustainable. Whether it’s a bespoke New Year’s Eve celebration that spans the entire island or a simple, yet profound, fishing picnic where guests cook their catch over an open fire, these experiences are designed to be unforgettable.
Soneva Fushi’s Hosts are empowered to embody this philosophy in their daily interactions with guests. They are encouraged to be creative, to find joy in their work, and to continually seek out ways to enhance the guest experience. This approach has not only fostered a deep sense of loyalty among Soneva’s guests but has also created a strong sense of purpose among its Hosts.
Looking to the Future
As Soneva continues to expand with new projects like Soneva Secret and initiatives in Japan, the founders remain focused on their mission to redefine luxury and sustainability. Sonu and Eva’s vision for the future is one where the boundaries between luxury, wellness, and environmental responsibility are increasingly blurred, creating a new standard for the hospitality industry.
Their journey from a remote island in the Maldives to the global stage is a testament to what can be achieved when love, purpose, and vision come together. Today, Soneva Fushi stands as a beacon of what is possible in the world of luxury travel—where every guest leaves not just with memories of an exquisite holiday but with a deeper connection to the planet and a renewed sense of what it means to live well.
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