You might not see or hear too much of her in the mainstream press tooting her own trumpet, because that’s not Pomme Amina Gohar’s style.
Articulate, über-creative and a perfectionist to the core, Phenomena — whose USP is showcasing fashion, art, design and style happenings — delves in high-profile yet often private events, which sets it apart from the rigmarole of event management companies flooding the market.
Pomme, CEO of Phenomena Event Design Company, says she believes in the ‘less is more’ equation.
“I may only do three to four fashion and art shows a year but I will base it on quality rather than quantity,” she says. “It is more of a passion. I’d rather pick and choose than make a lot of money doing loads of shows.”
What made you decide to begin your own company? How would you describe Phenomena and what is the significance of the name?
After being a part of the fashion, art and entertainment industries for the last 25 years, it was a natural transition to formalise my work into a company. Phenomena was launched in December 2010 and timing-wise, it was perfect because there was an explosion of fashion and art. I felt I could pick up and start off again. It was a great way to announce, “I’m back and I’m here to create phenomena”.
The name Phenomena reflects the literal meaning of the word; an art design company that showcases ‘happenings’ that appeal to and arouse the senses.
What do you think is the singular quality you bring to events that sets you apart from other event managers?
I think it is a mix of personalised service, attention-to-detail and a certain element of out-of-the-box uniqueness either in the theme or the implementation. In just over a year now, we’ve developed a reputation of style which people know they can only get from Phenomena.
What have been some of Phenomena’s standout events?
I have enjoyed doing all Phenomena events as I only take on what I like, so only then am I able to fully devote my time and ideas. As we are only over a year old, my favourite events have been the ‘Reconstruction’ travelling fashion exhibition in collaboration with the British Council with great fashion names like Dame Vivienne Westwood and Sir Paul Smith; event-managing the Oxford University Press Book Launch and meet-up with authors/editors Alex van Linschoten and Felix Kuehn and Islamabad Fashion Week’11 and IFW’12.
The art direction of the Lady Dufferin Art Mural was another memorable event as well as organising the exclusive Sindh Club garden parties; the Organic Beauty presentation in association with Clarins and of course all of Amin (Gulgee)’s events with the most recent one being Riwhyti — One Night Stand.
How do you balance work with family life and socialising?
It is hard and sometimes, I do wish I could just do nothing and sleep all day and be a ‘desperate housewife’ but there is a satisfaction in creating pleasure and joy for others. The key is organisation; you have to balance your home and work. My work is not regimented from 9am to 5pm, but I’m still passionate about being a mom. My home and kids are always my top priority. How I manage the rest is of course a ‘state secret’. I guess it is perfecting the art of multi-tasking!
Future projects for Phenomena
In store for next season, Phenomena will be working on the Peacock Fashion Parade in association with the Peacock Lounge, Men’s Fashion Week, artist Tabinda Chinoys’ book launch, a Women’s Entrepreneur Gala Night.
Published in The Express Tribune, February 23rd, 2013.
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