Emel (magazine)

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Categories Islam, lifestyle
Frequency Monthly
Founder Sarah Joseph
Mahmud al-Rashid
Year founded 2003
First issue September 2003 (2003-09)
Final issue January 2013
Country United Kingdom
Based in London, England
Language English
Website www.emel.com

emel is a defunct British lifestyle magazine that reported on contemporary British Muslim culture. The final issue appeared in January 2013.[1]


Sarah Joseph co-founded the magazine with her husband, Mahmud al-Rashid, in September 2003.[2][3] Joseph was the magazine's editor, and al-Rashid was a volunteer publisher and editor-in-chief.[4]

It was the first mainstream Muslim magazine in the UK to experience cross-over interest from non-Muslim readers and its circulation reached 30 countries.[5]

Writing in the Journal of Middle East Women's Studies in 2010, Reina Lewis claimed: "For emel, lifestyle has the potential to situate modern Muslim practices as part of contemporary consumer culture while simultaneously celebrating Islam's historical heritage."[6]

Lloyds TSB partnered with emel to launch what it claimed is the first user-generated content driven community website targeting British Muslims, as part of a campaign to promote the national rollout of its sharia-friendly banking services. The new community website, called Emel Postcard,[7] allowed members to upload pictures and comments via downloadable "postcards".[5]

Awards and nominations[edit]

In January 2014, emel was nominated for the Responsible Media of the Year award at the British Muslim Awards.[8]

See also[edit]


  1. ^ http://www.emel.com/article?id=109&a_id=2951
  2. ^ Reynolds, John (13 January 2009). "Former Express ad director Mafham joins Emel". MediaWeek. Retrieved 1 September 2015. 
  3. ^ Temporal, Paul (2011). Islamic Branding and Marketing: Creating A Global Islamic Business. John Wiley & Sons. ISBN 978-0470825396. 
  4. ^ Eigeland, Tor (March–April 2004). "Faith in practice". Saudi Aramco World. Saudi Arabia. pp. 12–14. Retrieved 1 September 2015. 
  5. ^ a b Sweney, Mark (23 June 2006). "Lloyds TSB launches Muslim community website". The Guardian. Retrieved 1 July 2006. 
  6. ^ Lewis, Reina (Fall 2010). "Marketing Muslim lifestyle: a new media genre". Journal of Middle East Women's Studies. Duke University Press. 6 (3): 58–90. JSTOR 10.2979/mew.2010.6.3.58. doi:10.2979/mew.2010.6.3.58. 
  7. ^ "Emel Postcard". 
  8. ^ "British Muslim Awards 2014 winners". Asian Image. 31 January 2014. Retrieved 1 November 2015. 

External links[edit]