LONDON, September 30, 2005 (IslamOnline.net) – Emel, Britain's first glossy Muslim lifestyle monthly, has gone mainstream to give a deep insight of Muslims, break cultural gaps, in addition to clearing misconceptions and stereotypes on Islam.

“We’re offering a window into Muslim communities, away from the clichés and stereotypes,” Sarah Joseph, editor and co-founder of emel, said in a press release e-mailed to IslamOnline.net.

“We aim to bridge the ever increasing gulf of misunderstanding and mistrust.”

The magazine, which has been running as a quarterly for two years, joined the mainstream media in Britain as a monthly, with the official launch taking place Thursday, September 29.

It includes features, commentaries and interviews, giving a deeper insight into today's Muslims.

It also has a mix of alternative food, fashion, travel, gardening and design.

“We express the way Muslims are drawing on a rich cultural heritage and creating something relevant and positive for today’s world,” says Joseph.

“We believe it is vital to show everyday Muslims engaged in building a constructive future in Britain.”

In its first monthly edition, emel's editorial discourses the way the Muslim magazine may be “a window, a door, a bridge” into the Muslim community, according to The Times Friday, September 30.

It also tackles slots explaining the Arabic roots of the word “magazine”, the Islamic influences behind the construction of St Paul’s, comment features slamming the British media coverage of the fallout from the July 7 London attacks and interviews with three Pakistani cricket players on how they keep up their fitness during the holy fasting month of Ramadan.

The magazine, which has been selling successfully through a narrow outlet of Muslim bookstores, community centers and the web, was decided to turn into a monthly to meet the rising demand to know more about Islam and Muslims and show that there is more to the Muslim communities than religious dogma and international politics, said The Times.

“People are curious and they want to know more about Muslims from Muslims themselves," Joseph told The Times.

“We feel now, more than ever, the need to fling open the doors and let people in.”

Launching emel in September 2003, friends and well-wishers helped to raise £20,000 to launch the Muslim magazine.

Two years on the magazine is now profitable, and is going mainstream, she said, by popular demand.

The Muslim magazine has subscribers in over thirty countries.

“We used to be only in Muslim bookstores and at niche outlets,” Joseph was quoted as saying by The Times as saying.

“From today it is available in Borders, Tesco, W H Smiths and newsagents up and down the country.”