Challenging the male-dominated transport sector, Amerbine Nawaz has emerged as a pioneering force with her ventures Helli Cars and Pink Ladies Ltd (Pink ladies Ltd). Focused on the safety and mobility of women, children, and the elderly in rural areas, her initiatives provide a trusted alternative where secure transport options are often lacking.
In an interview with Asian Voice, Amberine spoke about her business, initiatives to encourage more women to join the taxi industry and more.
1. Could you tell us about what inspired you to start Pink Ladies?
The idea for Pink Ladies was born from witnessing the safety concerns many women and children face when using public or private transport, especially in smaller towns like Skipton, where options are limited. As a mother with over 20 years of experience in education, care, and community services, I saw a clear need for a service that offered both safety and reassurance. Pink Ladies provides a secure, women-led transport option with all female drivers, something that many passengers find more comfortable, particularly at night or in vulnerable situations. But it’s also about empowerment. We’re creating opportunities for women in a traditionally male-dominated industry, with many of our drivers taking pride in roles they never imagined for themselves.
2) As a woman entrepreneur, what challenges have you faced in the taxi industry, and how have you overcome them?
Breaking into the male-dominated taxi industry as a woman and leading an all-female service, has come with its challenges. From the start, there was scepticism about whether a women-only model could succeed, with many underestimating the demand for safe, women-led transport. Operational hurdles were also real, from navigating licensing bodies to working with systems not built with female drivers or passengers in mind. But I remained focused on the mission: to prioritise safety, inclusion, and empowerment. Drawing on my background in education, compliance, and leadership, I’ve worked to build credibility and run a service to the highest standards. Media support and open communication have helped shift perceptions. Most importantly, I’ve built a strong community of passionate women who are not only challenging industry norms, but reshaping them.
3) Have you implemented any initiatives to encourage more women to join the taxi industry?
Supporting women into the taxi industry is at the heart of Pink Ladies. As a single parent, I understand the struggle to find flexible, reliable work that supports both family and independence. That experience inspired me to create a service where women, especially those with caring responsibilities, can thrive in a safe, supportive environment. Many of our drivers had never considered this industry before. We’ve removed barriers by offering hands-on help with licensing, flexible hours, and a strong female-led network. In some cases, we’ve even covered initial costs like DBS checks or vehicle setup to ensure finances don’t stand in the way. In Bradford, we’ve focused on reaching women from ethnic minority communities, offering culturally sensitive pathways into driving. Through partnerships with job centres, women’s groups, and local services, we’re helping more women take that next step.
4) What kind of feedback have you received from customers, especially women, regarding your service?
Customer feedback has been overwhelmingly positive, especially from women who value the safety, comfort, and understanding that Pink Ladies offers. Many say it’s empowering to travel with female drivers who truly understand their concerns. We’ve heard from mothers who feel confident sending their children with us, and from women who feel safer traveling at night. For many, Pink Ladies is more than transport—it’s a respectful, inclusive space where they feel seen and valued. Since launching in Bradford, we’ve also received strong support from ethnic minority communities who appreciate a culturally sensitive, women-led service. This response continues to drive our mission to make every journey safe, respectful, and empowering.
5) What advice would you give to other women who are considering starting their own business?
My biggest advice: believe in your vision, even when others don’t. As women, especially from ethnic minority or single-parent backgrounds, we're often told to play it safe. But if you see a gap or a problem you can solve, trust your instincts and go for it. Starting Pink Ladies wasn’t easy. I faced doubt, red tape, financial hurdles, all while raising a family. But I stayed focused on my purpose: creating something that made a difference. Surround yourself with people who lift you up, and don’t be afraid to ask for help. You don’t have to do it all alone. Most importantly, don’t wait for perfect conditions. Start where you are, with what you have. Women bring empathy, strength, and innovation, and business needs more of that.
