NYLA Consults was founded in 2014 by Reedah El-Saie and emerged out of a growing demand to adopt a more creative and hands-on approach to innovating and commercialising ideas, projects, businesses and organisations.

NYLA Consults in development and commercial innovation in the culture, heritage, leisure, sports and regeneration sectors in the UK and offers a unique insight and culturally nuanced approached to doing business in the MENASA (Middle East, North Africa & South Asia) regions. The company works with local government, charities, sports clubs, SMEs, creatives, designer-makers, sole traders and start-ups. 

Reedah graduated in Law from The London School of Economics and read an LLM at University College London before qualifying as a barrister going on to work as a management consultant for Roland Berger & Partner. Reedah has launched several businesses including a themed restaurant, art gallery and more recently wallpaper & fabric design, which were extensively featured in the media. In addition to courses at Sothebys Institute of Education, a Diploma from The Prince's School of Traditional Arts, Reedah read a Masters in Interior & Spatial Design at Chelsea College, University of the Arts for which she was awarded the UAL Vice Chancellor’s Scholarship.

Reedah was also commissioned by Thames & Hudson to write a book on design.

Reedah is a Governor for Grenfell Response at the Curve and has been an Advisory Board member for Common Purpose, Chelsea & Westminster Hospital Arts Trust, Department for Communities & Local Government (DCLG) and worked with a number of charities. Reedah is married with three children and lives in Chelsea.