MEET THETIKTOK SHOPEXPERTS

Before Kova, Ash co-founded DISO, a wellness brand he took from concept to global distribution in under 2 years. That journey put him directly in the spotlight when he personally appeared on Dragons' Den, pitching the business himself and showcasing what modern brand building looks like in real time. The exposure accelerated national awareness, but more importantly, it validated the systems, strategy, and execution behind the brand.

DISO went on to secure listings in leading UK retailers including Boots, Whole Foods, Well Pharmacy, and Harrods, while scaling aggressively through TikTok as its primary growth engine. What most people never saw was the operational intensity behind that growth. Building teams at speed. Structuring live commerce. Managing supply chains, fulfilment, and performance under constant demand.

Through this process, Ash recognised a major gap in the market. Brands wanted scale but lacked structure. They wanted TikTok Live growth but had no infrastructure to support it properly. That gap became the foundation for what would eventually evolve into Kova.

Today, Ash brings operator level thinking into everything Kova touches. Commercial clarity. Execution focus. And an obsession with building systems that actually work in the real world.

Growing up deeply involved in family businesses and property, she was exposed from a young age to how businesses are built, how systems operate, and how responsibility shows up quickly when you are inside real operations. That environment shaped how she thinks. Practical. Observant. Always questioning how things could be done better.

Alongside this, Jowanah pursued a degree in psychology, developing a deep understanding of human behaviour, decision making, and emotional triggers. Over time, she naturally began connecting psychology with marketing, recognising that the most powerful brands are built at the intersection of behaviour, storytelling, and structure.

Before Kova, Jowanah built PFY into one of the UK's leading TikTok Live growth agencies, redefining how brands scale through social commerce. Her approach was never about trends alone. It was about understanding why people buy, how attention moves, and how to turn creativity into repeatable systems that drive measurable growth.

Her work sits where psychology meets performance. She does not just create campaigns. She builds frameworks that turn chaos into clarity, creativity into consistency, and moments into movements.

At Kova, Jowanah shapes the creative direction, cultural tone, and lifestyle layer that makes the brand feel human, not manufactured.