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cover art for EPISODE 22 | Dani St James | Business with purpose - empowering Trans+ lives

INSPIRE with Nicola Wills

EPISODE 22 | Dani St James | Business with purpose - empowering Trans+ lives

Today's guest is a successful British business woman, model, makeup artist, media celebrity and trans activist. Founder of Zoah, a pioneering company offering lingerie and underwear for transgender women, Danielle is the epitome of using her own experience to help others. 


Danielle's story is one of discovery, passion and determination in all things personal life and business, and is committed to uplifting and improving the lives of trans+ adults through her charity, Not A Phase, which she founded back in 2020. 


But where did it all begin? 


  • From growing up going to a Catholic School in the 90s, we talk all about Danielle's experiences being a 'queer kid' in a Catholic School system and her parents reactions when they were told she was 'deviating from Gods path'.  


  • From holidaying in Ibiza aged 17, Danielle moved there the day after her 18th birthday and found a world where she felt she needed to be, somewhere with no judgement and the place she started her transition. 


  • From dancer, to club manager to business owner - Danielle's story behind her brand Zoah is incredibly empowering and uplifting as she shares how it helps people to "spend less time thinking about their oppression and more time thinking about how they're gonna thrive"


What shines out of Danielle is her passion for education in the Trans Community and says that "it's important to come at people with compassion and not make them feel stupid. People don't learn by feeling stupid". She recognises her privilege in her experience of having an accepting family and lovely friends and starting her charity was a response to the isolating and scary reality of what Trans people are experiencing in the UK. The work they are doing is not only important but is needed more than ever before. 


Her story is one of inspiration and determination and her tenacity can inspire anyone from any walk of life, as she says "All I need is to be underestimated". 


This episode is not to be missed. 


Listen to this episode if: 


You have ever felt rejected by just being yourself

You identify or are interested in LGBTQIA community

You are interested in business with purpose 


Connect with Danielle 

@danistjames


Zoah 

https://zoah.shop


Not a Phase 

https://notaphase.org

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