Sara Shams is a proud disabled woman of colour, pharmacist, speaker, actor, and the founder of Ethnobility – a consultancy dedicated to building inclusive, culturally responsive spaces through an intersectional lens. A double above-knee amputee, Sara lives at the intersection of race, gender, and disability, and uses her platform to challenge systemic barriers and foster authentic representation across healthcare, media, and public life.
Through Ethnobility, she partners with organisations and leaders to deliver impactful training, strategy, and lived-experience storytelling that drives real change.
Whether she’s advocating online, speaking on panels, or consulting behind the scenes, Sara’s work is grounded in equity, lived experience, and the belief that diversity is not just something to be included – it’s something to be celebrated.
How has growing up with a disability moulded you into becoming such a powerful voice for the disabled community today?
Growing up with a disability, I didn’t see myself represented – not in the media, not in leadership, and certainly not in the narratives around strength or beauty. As a young woman of colour and a double above-knee amputee, I internalised a lot of ableism and shame. For years, I saw my disability as something to hide or overcome, rather than something to be proud of. It wasn’t until a few years ago that I began to unpack those beliefs and truly connect with disability pride – and, just as importantly, cultural pride.
That shift has been life-changing. It’s empowered me to not only embrace every part of my identity, but also to speak up and take up space in a world that often tells us not to. Today, I actively work on unlearning shame, celebrating who I am, and advocating for the systemic change needed to make that possible for others too. My lived experience is what drives my work – whether through Ethnobility, my creative practice, or my public advocacy. I want others, especially disabled people from culturally diverse backgrounds, to know that their stories matter, their identities are powerful, and they deserve to be seen.
Can you please share with us about your very first experience being on the runway and how you felt before and after?
The runway was never something I thought should, could, or would be a part of my journey. Growing up, I never saw bodies like mine – disabled, brown, visibly different – represented in fashion or on the catwalk. That absence shaped my understanding of who belonged in those spaces, and I never imagined it could include someone like me.
I still remember my very first runway casting. I was terrified – so much so that I nearly turned around and left before my name was even called. I looked around and saw tall, confident, able-bodied women who seemed to fit the mould perfectly. I felt out of place, exposed, and unsure if I belonged. But despite all of that, I took a deep breath, did the walk… and I was selected.
That moment shifted something in me. It wasn’t just about being chosen…it was about choosing myself, and deciding that I was no longer going to wait for permission to be seen. Today, I proudly grace runways – not in spite of my disability, but because of it. I walk to showcase my story, my strength, and the challenges that have shaped me. And every time I step onto that stage, I do it for everyone who has ever felt like they didn’t belong – because we do. We always have.
What are some of the gaps that Ethobility closes by working closely with companies and organisations?
Ethnobility exists to close the critical gaps between intention and impact when it comes to diversity, equity, and inclusion. Many organisations want to be more inclusive, but they often don’t know where to start – or they approach inclusion from a one-dimensional perspective. That’s where Ethnobility steps in.
We work closely with companies and organisations to embed intersectionality into every layer of their work – from leadership and culture to communications and community engagement. One of the biggest gaps we address is the lack of lived experience in decision-making spaces. Through our consultancy, we bring that lived expertise – particularly around disability, race, and gender – into the room, helping clients understand how systems of exclusion operate, and what authentic inclusion really looks like.
Whether it’s through tailored training, strategy sessions, or storytelling and campaign guidance, Ethnobility helps bridge the gap between good intentions and lasting impact. We don’t offer checkbox solutions – we co-create brave, responsive spaces where people of all backgrounds and identities feel seen, heard, and valued.
Why do you think it’s so important to recognise the value and contributions that are made by the disabled community?
Recognising the value and contributions of the disabled community is vital because we are leaders, innovators, storytellers, and change-makers – not in spite of our disabilities, but often because of them. Our lived experiences bring unique insights that challenge systems, spark creativity, and drive meaningful progress. Inclusion isn’t about charity. It’s about justice, representation, and embracing the full spectrum of human potential.
Who is Sara Shams outside of business? What are some of your hobbies and things that spark joy for you?
Outside of my work, I’m someone who finds joy in connection, creativity, and the little things. I love spending time with my family and my beautiful border collie, Olive – she keeps me active, grounded, and always smiling.
Travelling is one of my biggest passions; I’m inspired by different cultures, love trying local food, and always seek out hidden gems wherever I go. I also enjoy up-cycling pre-loved furniture…there’s something really special about giving something forgotten a new life.
For me, joy lives in the everyday moments: slow mornings, shared meals, warm conversations, and being surrounded by people (and a puppy!) I love.
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