Leading with Purpose—Thoughts from the CEO: Why We’re Standing With Trans Women—And Why We Can’t Stay Silent

I’m writing this with a heavy heart, but also with hope. Hope that by sharing my truth, someone out there will feel less alone, and that maybe, just maybe, we can spark the kind of change that’s needed now more than ever.

When the UK Supreme Court handed down its ruling excluding trans women from the legal definition of woman, I felt a gut punch—I’m queer myself, and I know that an attack on trans people is an attack on the whole LGBTQ+ community. I am upset, angry, disappointed—and honestly, scared. As someone with trans friends, loved ones, and entrepreneurial colleagues, I know this was never about bathrooms. It’s about control.

It’s about scapegoating a tiny minority to distract from bigger problems, and it’s about telling people—people I care about deeply—that they don’t belong.

I’ve witnessed transphobia and hate before, but this feels different. I can see how this can, at worst, open the door to more discrimination, more violence, more fear and increasing suicide rates. I’m terrified for my trans friends, and for the rise in hate crimes that always seems to follow these kinds of headlines.

And it’s not just about trans rights. When one group’s rights are rolled back, the dominoes start to fall: LGBTQ+ rights, women’s rights, the rights of people of colour, disabled people, and so on. It’s a warning sign for us all.

Currently in the UK, many trans people struggling to find work, to pay for essential healthcare, to simply exist without fear. The NHS is cutting support, and trans care is becoming more and more inaccessible. Too many are unemployed or forced to hide who they are just to survive.

A few years back, I lost a dear friend, Yasmin Jasiak—a visionary, a CEO of Merzberg Renewable Energy, a trans woman who was one of Ainoa’s first clients and one of my only friends here in Newcastle. Yas was always rooting for me, always believing in what we could do together. She took her own life a few years ago, and it still haunts me.

I wish she could see what we’re building now, not just for the trans community but for the greater good of the planet.

Why Business Must Be a Force for Good

One of Ainoa’s core beliefs is that profit should be used for good, and we’re dedicated to leave behind something that’s net positive. The world isn’t sustainable as it is. The planet is dying, and the old ways of doing business—where only billionaires win—aren’t good enough. We need business that lifts up communities, not just shareholders.

Empathy isn’t a buzzword for us. It’s about stepping into someone else’s shoes, walking by their side, and knowing we’ll never fully understand—but we’ll always show up, speak up, and do what we can.

Our small but mighty team at Ainoa, our team consists of various minorities—POC, disabled, neurodiverse, LGBTQ+. We know what it means to be pushed to the margins. We believe skills can be taught, but values are who we are. We’re here for the greater good, for justice, for survival—not just our own, but for the planet and for every community that’s been told they don’t matter.

And that’s exactly why we can’t afford to stay quiet and decided to dedicate a huge majority of our free pro bono hours towards trans women-owned businesses and ventures.

I hope our initiative helps trans women—and eventually all trans people—build financial freedom, access the care they need, and put pressure on the systems that try to erase them. We want to see trans-led companies thrive, so they can lift up others in turn. I hope we can be a small part of a bigger movement for dignity, safety, and joy.

Entrepreneurship can be a lifeline. If more businesses stood up like this, we’d have a safer, more inclusive society—one where people and planet come first.

If You’re Reading This

To the trans or non-binary entrepreneur who feels invisible or unsupported: We see you. We hear you. Reach out to your community, to friends, to us. You’re not alone. You are loved. This is a setback, not the end of the fight.

To other business leaders: Pride is more than a month. Allyship is more than a flag in June. Do something real. Stand behind your words, not just when it’s easy, but when it matters.

I share this story not for sympathy, but for solidarity. Vulnerability is not weakness; it’s the birthplace of connection, of innovation, of change. I want you to know the person behind the brand, the values behind the business, and the reason why we refuse to give up hope—even when hope feels radical.

Let’s build something better, together.

If you’re a trans entrepreneur, non-profit, or business leader who wants to get involved or needs help, please reach out. We’re here for you. Always.