Our Story
ELMA began with a simple ambition: to build something of our own. After years of working across government, nonprofit organizations and community leadership, founder Noor Al-Henedy saw an opportunity to turn her experience, relationships and understanding of people into something that was hers to build.
As a Palestinian Canadian Muslim woman, Noor had spent much of her career moving between institutions and the communities they serve. She understood how organizations operate, how decisions are made and how easily important perspectives can be overlooked. She also recognized the value of being able to understand both sides of those conversations.
ELMA grew from that experience, bringing together strategic communications, cultural understanding, public speaking, facilitation and training. The goal was to create a business that could help organizations navigate complex issues, engage people more meaningfully and approach their work with a broader perspective.
ELMA takes its name from Noor’s two children, Elyas (EL) and Maryam (MA). As an immigrant and single mother, Noor wanted to build something they could be proud of. Something that would show them that they, too, could create opportunities for themselves, pursue their ambitions and build a future on their own terms.
What began as a personal ambition has become a growing consultancy with a much bigger vision. And while the work continues to evolve, the reason behind the name remains the same: to build something meaningful today, with the hope of leaving something lasting for tomorrow.
