Ulviyya Mahmud is the Editor-in-Chief of NARGIS Magazine and a thought leader in social and environmental initiatives. Since its first issue in December 2012, NARGIS has published 134 issues, covering fashion, beauty, health, culture, and more, while serving as a creative platform for young talents. A Georgian edition has been published in Tbilisi since 2014. NARGIS is the first Azerbaijani magazine invited to Fashion Week, marking a milestone for Azerbaijan’s fashion media and cultural presence in Europe.

Since 2022, Ulviyya has been a friend of Bvlgari in Azerbaijan, participating in exclusive tours of Rome and Tuscany and documenting the creation of high jewellery masterpieces. In 2023, NARGIS celebrated Bvlgari’s 75th anniversary of the Serpenti collection.

She is also a pioneer of environmental and educational projects, leading eco-exhibitions such as Make the Earth Smile (2019), Reduce, Reuse, Recycle, Respect (2021), Planet Calling (2022), and Go Green (2023), which included student workshops and community activities. She launched the annual Gingerbread City New Year project in 2019 and created Əlifba. A Cultural Alphabet, showcasing Azerbaijan’s rich culture through its language.

Ulviyya is the founder of Nargis Fund, a charitable organization supporting underprivileged families, orphanages, and children in need of medical treatment. She initiated the Cold Hands, Warm Heart charity fair—the largest New Year fair in Azerbaijan—and the spring fair Torpaq əlimdə, bahar ürəyimdə, bringing together philanthropy and community engagement.