Creativity, Faith & Business: Reflections from NIAM Unlocked in Cardiff

By Kamal Ali, Founder of My Salah Mat

This weekend, I had the honour of taking part in Now In A Minute Media’s NIAM Unlocked: Creating for The Creator — a unique event celebrating creativity, culture, and faith within the Muslim community.

Hosted at the immersive CULTVR LAB in Cardiff, the event brought together artists, entrepreneurs, and creatives for a powerful and beautifully curated experience.

Faith Through Art and Expression

The space itself was something special. My wife and children joined me for the day, and we were blown away by the 360° short films, art installations, and live performances. Each piece explored the intersection of identity, storytelling, and spirituality in ways that truly moved us.

It was inspiring to witness so many talented individuals using their creativity not just as a form of expression, but as a way to connect — with themselves, with their audience, and ultimately, with Allah ﷻ.

Speaking on 'Intention of Hustle'

I was grateful to be invited to speak on a panel titled:
“Intention of Hustle: Is There Faith in Business?”

Alongside brilliant minds like Aisha Ali (Waterloo Tea) and Dr. Youmna Mouhamad (Nyfasi), we discussed what it means to be a Muslim entrepreneur. We explored how faith guides our business decisions, how we navigate challenges, and how to align hustle with sincerity and purpose.

As someone who’s built a business deeply rooted in faith — from the invention of My Salah Mat to expanding globally — this conversation felt incredibly meaningful. It was a reminder that business can be more than profit. It can be a form of worship.

A Space Where Ideas Flourished

Throughout the day, I also had the chance to attend other panel discussions — from how Muslim content creators navigate digital platforms, to the role of tech in storytelling.

Every session offered a fresh perspective on how faith and creativity are not opposing forces, but beautifully interwoven.

Gratitude for a Beautifully Curated Event

A heartfelt thank you to Mariyah Zaman, Beatrice Young, and Hana Hersi for organising such a powerful gathering. It was more than an event — it was a space for reflection, connection, and collective growth.

To everyone who came along — thank you for your energy, your questions, and your presence. Cardiff felt alive with creativity and purpose.

Until Next Time, Cardiff

Events like these remind us that there is so much power in coming together — to learn, to share, and to uplift one another. When creativity is guided by intention and rooted in faith, it becomes something far greater than art or business. It becomes an act of devotion.