"British Asian entrepreneurs are just so brilliant."
Zamiha Desai MBE has become a leading voice for British Asian entrepreneurs.
Through her online communities and the creation of Hey Gorgeous, she has built spaces where businesses can connect directly with their customers and each other.
Her work highlights the creativity and talent within the community, while giving founders the confidence to grow and be seen.
Zamiha has turned her vision into tangible opportunities, helping businesses thrive while keeping culture and heritage at the heart of what they do.
Her influence reaches further than any single event, shaping connections, collaborations, and opportunities for British Asian entrepreneurs across the UK.
She spoke to DESIblitz about her journey and the work she does to champion British Asian businesses.
From Online Communities to Real-World Connections
Zamiha Desai’s journey began online.
She runs two major Facebook communities: RecommendAsian, for British Asian women, and ProfessionalAsian, which brings together professionals of both genders.
Zamiha says: “I wanted to take the energy, trust, and connections from those groups into the real world. That’s where Hey Gorgeous came in.
“The idea was to create a platform where businesses from ProfessionalAsian could showcase their products and services, while members from both communities could meet founders directly.
“It’s very different from just scrolling online.”
“At Hey Gorgeous, people can see, smell, touch, and experience the products, and speak face-to-face with the founders behind them.”
Hey Gorgeous started as a collaboration with Harri Dokhia of Black Qubed, who suggested joining forces to showcase her brand.
Zamiha adds: “That sparked the launch of Hey Gorgeous, and it’s grown into a space where community and commerce come together in an authentic way.”
Growth Without Losing Community Spirit
From its first event with 45 stalls and roughly 1,000 visitors, Hey Gorgeous has expanded dramatically.
Today, it hosts over 100 stalls and welcomes between 7,000 and 8,000 attendees over a weekend.
The event has also evolved into a two-day experience, complete with a food hall to complement brand discovery.
Behind the scenes, partnerships have shifted, as Zamiha explains:
“Harri stepped away, and in 2019, I partnered with Upesh Patel from Avari Events.
“It’s been the perfect balance. I focus on the vision and community side, while Upesh and his brilliant team manage the logistics and setup to make sure everything runs seamlessly.”
Despite this growth, Zamiha Desai emphasises that the core mission remains unchanged:
“Even though the scale has grown massively, the heart of Hey Gorgeous hasn’t changed.
“The same spirit of collaboration and community that inspired us at the start is still what drives everything we do.”
Championing British Asian Entrepreneurs
For Zamiha Desai, supporting British Asian entrepreneurs is both an economic and cultural imperative.
She says: “Firstly, because of the economic climate, small businesses really need our support.
“But also, because British Asian entrepreneurs are just so brilliant. We see so much creativity and talent within our community, yet a lot of it often stays under the radar.
“By shining a light on these founders, we help their businesses grow and also inspire the next generation.”
Many stalls at Hey Gorgeous events showcase products that connect attendees to their roots, from traditional or fusion clothing to artisan-made items and culturally inspired artwork.
Zamiha continues: “Supporting these small businesses not only keeps our culture alive, it weaves it into the modern British Asian story.
“It’s a way of honouring our heritage while celebrating how we’ve evolved, and I find that really inspiring.”
Yet small businesses face challenges, ranging from securing funding and affordable retail space to navigating family expectations alongside business risks.
“Having role models and welcoming spaces like ours make a huge difference. They give founders confidence and support.”
Zamiha also points to gaps in mainstream support:
“A lot of mainstream big businesses’ advice doesn’t speak to our lived experience.”
“Funding networks rarely reach grassroots founders, and many mentoring schemes don’t reflect the cultural mix or challenges we face.
“All that said, things are steadily changing. Because there’s a community at the heart of this, we bring different perspectives and make sure those voices shape what we do.”
Recognition & Future Ambitions
Zamiha Desai was recognised for her work in the 2025 King’s Birthday Honours List, receiving an MBE.
She described the honour as both personal and collective:
“Receiving the MBE was such a proud moment, and I see it as recognition not just for me but for our whole team and community.
“It validated years of collective work to champion British Asian women and entrepreneurs, and gave us fresh energy to keep opening doors for others.”
Looking ahead, Hey Gorgeous plans to expand its reach and support.
Zamiha adds: “As a team, we’d love to take Hey Gorgeous to other cities, start mentoring programmes for new founders, and run year-round workshops on branding, finance and confidence, so help is there long after the event ends.”
Zamiha Desai’s work continues to shape the British Asian entrepreneurial landscape.
Through Hey Gorgeous and her wider initiatives, she has created platforms that bring people together, build connections, and shine a light on talented entrepreneurs.
She has given many entrepreneurs the confidence to take risks, explore their ideas, and be recognised for their work.
With ongoing projects and plans for expansion, Zamiha Desai is ensuring that British Asian businesses have the support and visibility they need to grow. Her influence shows what can happen when vision and community come together.
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