I’ve always known that my life and identity has never fit into one box. I’ve been drawn to building for the in-between, for the layered, for the parts of identity that are often overlooked. The nuances of the 25% are rich, complex, and expansive. That is exactly what I capture, support, and build for.
My parents are both Indian. My mom was born in Bangladesh when it was still East Pakistan. I grew up in Central Illinois and Iowa, but spent my summers between Dubai and India. That duality shaped everything. I have always worn who I am on my chest. My background, my faith, my culture. I never shied away from it, not even after 9/11. My parents taught me to be steadfast in my faith and in who I am.
I started in healthcare, then pivoted into South Asian music, where I built what I am most proud of. But the legacy I want to leave behind is bigger than any one role. I am building for the 25%.
South Asians and Muslims each make up 25% of the world. That identity has always been my compass.
Over the last 10 years in New York, I have watched what happens when community meets intention. I saw brands begin to show up. I saw our holidays start to be recognized.
So in 2023, with the support of
@mehreenhuss , introduced to me by
@muneebhyder , I set out to create something for Eid. A first of its kind celebration. Curated. Brand supported. Centered around Muslim vendors, artists, and stories. A space to celebrate our joy while holding the realities our community faces, because joy is a form of resistance.
This year meant the most. For the first time, my parents were in the room. They saw what they had instilled in me come to life. I poured everything I had into bringing our community together to create a moment of joy grounded in faith, gratitude, and the spirit of Eid. We are seeing brands support us. We are seeing media begin to tell our stories, by us and for us. This is how we reclaim our narrative, build real power, and create access to capital for our community.
my love letter to our ummah
& it’s just the beginning…
@25percent.co
🎥
@aymanvisuals_