In the world of celebrity-turned-entrepreneur, Maya Jama’s latest move isn’t another brand collab or fashion line.
She’s gone full tech investor. The TV presenter has thrown her weight behind BlackBook, a curated platform that aims to stitch together the creative industries – think fashion, journalism, film, music – through a human-first digital network.
Launched by London estate agent turned tech founder Becky Fatemi, BlackBook isn’t just another social app. It’s pitched as a visual, quality-screened network where talented creatives can get discovered – rather than drowning in algorithmic noise.
Nearly 2,000 people have already joined the platform, creating profiles, posting work, and mapping out new collaborations.
This isn’t Maya green-lighting a side hustle. She invested after bumping into a photographer’s portfolio on the app and seeing its potential.
“It’s the kind of platform we all wish we had when we were trying to break into the creative world. Back then, if you didn’t have the right connections, you were almost invisible. I’m really proud to be involved in something that’s genuinely going to shift the culture and give creatives – especially those from underrepresented backgrounds – a real chance to be seen, heard and paid for what they do best,” Jama told Evening Standard.
BlackBook doesn’t take shortcuts. It vets every submission and clearly labels human-created content – an increasingly rare guarantee in a digital age awash with AI filters, replicas, and generative overlays.
“We’re entering a new era where creative work is at risk of being commoditised. BlackBook is here to remind the world that creativity is human. And it deserves to be protected, respected and paid. BlackBook is more than a platform – it’s a new way forward for creative careers. It’s a professional network that’s visual, supportive and built for connection, not comparison,” explains founder Becky Fatemi.
Fatemi is not just a tech dreamer. She’s got solid cred in property (co-founded Rokstone, worked with Foxtons, now executive partner at Sotheby’s UK) and in civic uplift – founding the charity Shadow to Shine, placing young Londoners in roles at Vogue, Sky, and the London Stock Exchange.
More Than Just One Bet: Maya’s Broader Portfolio
Back in October 2024, Maya Jama broadened her investment playbook by co-owning Sproud, a Swedish pea-based plant milk brand. She stepped into a strategic and ambassadorial role.
“This is a next-level link up for a next-level plant m*lk. Because when Maya met Sproud, she was fully invested. She wanted in,” explained Sproud in a statement on their official website. “We’re excited to announce that she’s our new co-owner, ambassador and absolute boss.”
@mayajama
She’s also behind MIJ Masks, her own skincare line, which has purportedly crossed a 6-figure valuation. Maya is showing she’s serious about becoming a cross-sector micro-VC with street cred in beauty and tech alike.
Why This Matters (Especially in 2025)
For millennials watching, this is more than celebrity optics. It’s a signal. The creative ecosystem is in flux: AI, generative art, NFTs, social platforms, algorithmic saturation. Talent doesn’t just need to show up – it needs infrastructure that protects, uplifts, and monetizes responsibly.
BlackBook might not be the only answer – but it marks one of the most visible attempts to build that next-gen back-end. With its human-vetted curation, visual focus, and creative orientation, it could become a masterclass for how you build tech that isn’t (or at least aims not to be) extractive.
Maya Jama’s tech bet is bold. But it also fits her brand – one that’s been rooted, for years, in being seen, giving voice, and carving space. Now she’s helping others build that same space – digitally.
What Is BlackBook, Behind the Screens?
@blackbookbyroksia
The app is built around four core features:
- Profiles & Pages: Users can build sleek portfolios, with images, videos, embedded content, multiple pages of work, and narrative structure.
- Lists & People: “Your little black book” in app form – follow collaborators, clients, inspirations, and keep up through a personalized feed.
- Chats & Messages: Private, group, or client-facing communication without exposing your personal email or number.
- Search & Discovery: Algorithmic and manual tools for finding talent, being recommended, or matching with clients.
Signing up is deceptively simple: email, password, then wait for approval. If accepted, you can build your presence and get ready to network.
Sign up to BlackBook for access here.
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