Driven by Passion. Grounded in Expertise. Committed to Change.
Purple Infusion Ltd is more than a consultancy. We are a mission-driven organisation built on the belief that every person regardless of their background, identity or experience, deserves to work in an environment where they can truly belong, contribute and thrive
OUR STORY
Where It All Began
Purple Infusion Ltd was founded by Safina Nadeem with a clear and urgent purpose: to help organisations move beyond surface-level diversity initiatives and create cultures of genuine, conscious inclusion.
Having spent over 30 years working in Equality, Diversity and Inclusion across the NHS, public sector and beyond, Safina saw first-hand how much organisations wanted to do better — and how much support they needed to get there.
Purple Infusion was built to bridge that gap. To be the trusted partner that walks alongside organisations, challenges assumptions, builds capability and co-creates the lasting change that makes EDI part of everyday business — not a separate agenda.
OUR FOUNDER
Safina Nadeem
Director & Lead Consultant
Safina Nadeem is a nationally recognised Equality, Diversity and Inclusion professional with over 30 years of experience across a wide range of sectors, including the NHS, higher education, local government and the voluntary sector.
She holds a Master’s Degree in Promoting Equality and Managing Diversity and a Diploma in Neuro Linguistic Programming (NLP) — a powerful combination she brings to her executive coaching work, helping leaders understand not just what they need to do, but how to shift the thinking and behaviour that drives real cultural change.
An accredited Executive Coach, Safina has worked extensively with Boards and senior leadership teams, guiding them in embedding meaningful and sustainable EDI practices. She has designed and delivered large-scale cultural transformation programmes, led national training initiatives and developed bespoke leadership development programmes — including the pioneering Global Majority Leadership Development Programme.
In 2018, Safina was honoured with a place on the prestigious Northern Power Women Future List — a recognition of her influence, leadership and commitment to creating a fairer, more equitable society.
She has been featured as a speaker at the Global Women Leaders Summit and is a recognised contributor to NHS Confederation and NHS Employers platforms on national EDI practice.
I am driven by a deep passion for fairness and social justice. My goal is to create a society and organisations where everyone has the opportunity to thrive and contribute.
Annela Hussain
Senior Associate
Annela is an experienced learning, inclusion and employability professional with over 20 years of supporting education, skills and workforce development across public sector organisations.
She is passionate about creating inclusive opportunities, strengthening leadership and improving access to learning and employment. Combining practical programme experience with Equality, Diversity and Inclusion expertise, Annela helps individuals and organisations build confidence, develop inclusive cultures and achieve meaningful outcomes through collaborative working, coaching and workforce development.
Farida Umer
Senior Associate
Farida is an experienced Leadership Coach, Facilitator and Organisational Development Specialist with a strong background in leadership, transformation and workforce development across complex public sector organisations.
She is passionate about supporting individuals to build confidence, strengthen self-leadership and maximise their impact. Combining practical leadership experience with coaching and behavioural change approaches, Farida helps emerging and established leaders develop the skills, mindset and presence to lead effectively in today’s evolving work place.
Catherine Loftus
Senior Associate
Catherine is an experienced leadership facilitator, coach and organisational development specialist with over 30 years of supporting leadership, learning and organisational change across the public sector.
She is passionate about developing inclusive leaders, building confidence and helping individuals maximise their impact. Combining practical leadership experience with coaching and organisational development approaches, Catherine helps emerging and established leaders develop the skills, mindset and confidence to lead effectively through change and create positive, lasting outcomes.
WHAT WE STAND FOR
The Principles That Guide Everything We Do
We don't believe in EDI as a performative exercise. Every intervention we design, every strategy we support and every workshop we deliver is focused on creating measurable, tangible change.
We recognise that people hold multiple, overlapping identities — and that true inclusion must acknowledge and address the complex, layered nature of inequality.
We never impose solutions. We work with your people from the boardroom to the frontline to build strategies and programmes that reflect your culture, your challenges and your ambitions.
Our work is informed not only by academic rigour and professional expertise, but by the real, lived experiences of the people we work with and alongside.
IN GOOD COMPANY
Organisations We Are Proud
to Work With
We have had the privilege of partnering with some of the UK’s most respected NHS Trusts, public sector bodies, councils and universities — all committed to building more inclusive, equitable organisations.
