She put gloss on the Muslim lifestyle. Sarah launched, funded from her savings, a Muslim lifestyle magazine, titled emel (the Arabic word for hope) that targets non-Muslims readers in London - the first Muslim magazine to go mainstream. Its circulation now covers 30 countries. The glossy emel embodies Sarah's mission to present normal images of Muslims and accentuate the contribution they have made to building British society. With a mixture of fashion, food, polemical commentaries, travel, gardening and design, its layout is striking and the content absorbing, the magazine she edits. Sarah's blend of common sense and idealism has put her in demand as a consultant on Islam. She was awarded an OBE, in 2004, for services to 'interfaith dialogue'. Coming from a privileged catholic family Sarah Joseph converted to Islam when she was only 16. Islam answered many of the questions she was looking unsuccessfully in Catholicism.