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Our Story
We began in 2011, at a kitchen table in Bethnal Green.
After the passing of her mum, our founder and CEO, Asma Shah, reflected on her own challenges as a woman of colour navigating a city that often felt inaccessible– soon realising that the barriers she faced were not hers alone.
Asma’s vision was clear– break down these barriers by creating a space for young, unemployed, and underemployed Black and Brown women to access opportunities, build confidence, and take ownership of their futures.
What started as a funding-free programme with just 20 mentees has since grown into a movement, impacting 75 women annually and over 600 lives to date.
Rooted in East London, a community that has shaped and continues to inspire us, You Make It has become a catalyst for change – a force built by and for the people it serves.
Our Mission
After centuries of systemic intersectional oppression, we’re calling time on racial inequality, class exclusion, gentrification, and displacement. We don’t want hand-outs – we want reparation.
We exist to empower young Black and Brown women, marginalised by society, to access and enjoy the city they call home. Driving change from within, we call upon businesses to become active anti-racist allies, championing racially minoritised talent.
From our roots in Bethnal Green to across East London, women have a right to their city. This isn’t charity– it’s justice. And the time is now.
Our Vision
We want to live in a world where Black and Brown women can claim and embrace fulfilling lives for themselves.
A world where employers are progressive, anti-racist, and committed to engaging with and learning from underrepresented talent.
Where individuals, charities, and businesses work together to build a community of solidarity, ensuring that every individual can participate in the social, cultural, and economic life of the city.
About Us
At You Make It, we combine our diverse expertise – from social impact reporting and operations to fundraising and leadership coaching – to support other women and drive our shared mission forward. From mentors turned trustees, to mentees turned ambassadors, meet our team!
Our CEO and Trustees
Asma Shah
Founding CEO
I love my role as it’s all about ensuring something positive and with genuine social impact continues and grows!
I’m huge on partnerships. I create new and maintain existing ones with people and places from a range of sectors whose time and investment in our work ensures quality creative learning and earning opportunities for the amazing women who are awarded places with us.
In addition to self-empowering young people through our structured YMI programmes, as an accredited relational dynamics coach, I also work with other individuals from all walks of life to help them unleash their full potential.
My taste for creating programmes of work which make exciting change have been seen previous to setting up You Make It in roles for Islington 14-19 Partnership, Roundhouse, Channel 4, Skillset and New Opportunities Fund (now Big Lottery). I’m also privileged to have strengthened my leadership as a fellow of the Clore Leadership Programme, which included secondments to NGOs working in Cape Town and Rio.
In recognition of my personal and professional expertise related to diversity, I've been appointed as an advisor on the Mayor of London's Equality, Diversity and Inclusion board.
Lani Shamash
Chair
I couldn't be prouder to be Chair for this award winning race and class inclusion charity. I fell in love with YMI in 2018 when I joined as a mentor and saw first-hand how transformative and empowering this organisation is on the wonderful women taking part, as well as the businesses that learn from their holistic, human-centred approach.
An inner city Londoner and proud product of refugees and migrants, I’ve always been a passionate advocate for equity of opportunity and love enabling people to be the driving force for positive change. For well over a decade, I've led teams in the tech space and am currently Director of Product & Technical Operations at Depop, where we’re committed to building the world’s most diverse and progressive home of fashion.
Fatou Jeng
Trustee
The work that You Make It does resonates with me personally and I’m excited to contribute to an organisation that empowers women, strives to challenge the status quo and has a real impact.
My parents are first generation immigrants and I was born, raised and educated in Hackney. The work that You Make It does resonates with me personally and I’m excited to contribute to an organisation that empowers women, strives to challenge the status quo and has a real impact.
I have an extensive career working in the television broadcast industry and know all to well the barriers women can face in intense working environments. I’ve learnt how to overcome and how to succeed. I’d like to share this with the women of You Make It and help empower them to fulfil their potential and help drive forward the strategy of the charity.
I am currently the Principal, Broadcast Regulation at BT Sport responsible for instilling a compliance culture and ensuring we adhere to UK broadcast regulation, whilst also lobbying government legislation in this space. I am also a committee member of BT’s Ethnic Diversity Network, and deliver learning and development opportunities for BT’s racially diverse employees and influencing the business on diversity issues specifically race.
Kate O'Connor
Trustee
I have been a mentor and am now delighted to be a Board member of You Make It because it empowers, encourages, provides skills and offers bespoke support. You Make It is the antithesis of a ‘one size fits all approach'. And because of all of these factors, it transforms lives.
Our Team
Hafsah Khan
Programmes Coordinator
Every Friday, I’m the one behind the scenes making our empowering workshops run like clockwork. From designing engaging sessions to curating every little detail, I’m all about creating space for growth, connection, and transformation. When I’m not facilitating these powerful gatherings, I’m coordinating logistics, booking speakers, and ensuring everything aligns perfectly - because every great programme deserves a little magic and a lot of organisation!
I’m deeply passionate about the work we do here. If I had known about this charity when I was younger, I would have jumped at the chance to be a part of it. I truly believe in the power of the programmes we offer, and it’s an honour to be part of a mission that empowers women in ways I wish I had access to. This isn’t just a job - it’s something I love and truly believe in.
Song-lian Li-Everington
Partnership Manager
As Partnership Manager at You Make It, I build meaningful relationships with organisations and individuals who share our mission of empowering underrepresented women. From securing impactful collaborations to developing mutually beneficial partnerships, my role ensures we have the resources, opportunities, and networks needed to drive change. Whether it’s through sponsorships, mentoring, or work experience opportunities, I’m passionate about creating connections that amplify the impact of our programs.
As someone raised in Tower Hamlets, I’ve seen firsthand the inequalities that exist in our communities. Being adopted and growing up in a mixed heritage family, with my mum immigrating from Hong Kong and building a life from nothing, has deeply shaped my understanding of resilience and opportunity. These experiences have driven me to give back and support others in overcoming barriers, which is why I feel so connected to You Make It’s mission to empower women and foster meaningful change.
Ola Goldfeather
Programmes and Pastoral Care Manager
I’ve always been passionate about working with people - especially young women and girls - and love creating spaces where Black and brown women feel seen, heard and truly supported. At You Make It, I ensure our holistic programmes run smoothly and that the women taking part are engaged, supported and feel able to make the most of everything on offer. A key part of my role is providing pastoral care, ensuring that wellbeing is at the heart of each participant's journey with us.
As a woman of mixed heritage, I understand some of the barriers that Black and brown women often face in our society. That’s why being part of You Make It is so meaningful to me - it’s about creating real, lasting change. Watching our incredible participants grow in confidence, realise their potential and thrive in a supportive community makes this work incredibly special and deeply fulfilling.
Agathe Cury
Organisational Administrator
At You Make It, I help keep things running smoothly behind the scenes, making sure the team has the support they need to focus on delivering our powerful programmes. From managing admin and streamlining processes to ensuring everything is well-organised, my role is all about facilitating the work of others so they can fully focus on empowering young Black and Brown women to thrive. Think of me as the oil that keeps the cogs of the machine turning!
I joined You Make It in October, and from day one, I knew this was more than just a job. Being part of an organisation that truly transforms lives is incredibly rewarding. I love knowing that the work I do helps create the space for real change to happen.
Our Ambassadors
Mary Zreik
YMI Alumni
Following Ladies' Den, I won a bursary for studio space at Cockpit Arts and completed the Prince's Trust programme.
I want to help promote this positive and amazing programme. It is a privilege to support the charity, to inspire other young women to achieve their ambitions and to answer any questions about the programme. I want to pass on the positive knowledge and confidence they gave me. Since taking part in YMI I have gained confidence in who I am and what I do. Following Ladies' Den, I won a bursary for studio space at Cockpit Arts and completed the Prince's Trust programme. I launched my fashion collection (thanks to YMI contacts) and took part in open studios where I sold my products. I have just passed a teaching qualification and am volunteering once a week teaching adults with disabilities.
Onyinye Iwu
YMI Alumni
I wouldn't be where I am now without YMI - I have a full-time job, a flourishing freelance career as an illustrator and a book ready to be published.
I think YMI is a great opportunity for young women, I encourage as many young unemployed women to get involved and as many corporate organisations to back our cause to help the charity grow! Since taking part in YMI I have grown as a person. I've learnt how to network and had the opportunity to meet some of the most interesting and well-connected people. I wouldn't be where I am now without YMI - I have a full-time job, a flourishing freelance career as an illustrator and a book ready to be published. I'm so grateful!
Sada Cole
YMI Alumni
Since taking part in YMI, I am building momentum, exercising my talents and turning my dreams into reality.
Before I started the programme I was very discontent with the direction my life was headed. I made it my mission to discover who I truly was, what my gifts were and where I could use them to gain streams of income. Since taking part in YMI, I am building momentum, exercising my talents and turning my dreams into reality. I am working on my book while waiting to start my Master's next year. I have secured a voluntary role relevant for my MA working to empower others and through this, I empower myself.
Supported By
Over 12 years we’ve worked with a broad range of employers who have:
- Sponsored us
- Benefitted from our mentoring programme
- Identified new talent by hosting work experience placements
- Provided us with venue space for activities
- Delivered workshops to young women
- Accessed our anti-racism allyship programme.
We’ve also received invaluable funding from a range of grant givers – we couldn’t do what we do without them!
Our Impact
You Make It in the Spotlight: Impact, business engagement and recognition
We’re thrilled to see You Make It (YMI) gaining recognition for its impact, especially in the business world. From collaborations with major companies to national media features, YMI continues to drive change for women from underrepresented backgrounds.
Our Impact in Numbers:
- 98% of participants feel they have a larger network after completing our programme.
- 95% feel more confident in public speaking.
- 100% report feeling more self-confident.
Check out some recent highlights:
- Havas and YMI Partnership – A great piece showcasing how businesses are engaging with YMI. Read more on Marketing Beat.
- National Recognition – YMI was featured in The Independent’s Happy List, celebrating changemakers making Britain better. See the full list on The Independent’s website.
- FT Coverage – The Financial Times covered our work, but it’s behind a paywall. We’re looking into the best way to link to it on our site. You can access the article on the FT website.
- Stylist Feature – Named one of the best grassroots charities supporting women in the UK. Read more on the Stylist website.
- Fighting Back Against Austerity – A powerful piece in Prospect Magazine about YMI’s resilience and impact. Read it on the Prospect Magazine website.
- Interview with Asma Shah – Our founder speaks with Rich Mix about YMI’s journey and impact. Read the full interview on the Rich Mix website.
With such strong results and growing recognition, YMI continues to empower and uplift women. Stay tuned for more updates on how we’re making waves!