Page 43 - KZN Top Business LEADERS-eBook

PRAVINA COOMBS

ravina Coombs, the managing member of PROUD ACCOMPLISHMENTS event management as one of the most stressful jobs,
ThoughtFIRE, an event company, describes alongside air traffic control and trauma surgery. “I
her story as starting “a very long time Pravina has organised high-profile events throughout think it takes guts, nerve and steel to deliver. Despite
P ago”. Growing up in Durban, she faced her career, which she considers significant achieve- this stress, we try to maintain a sense of fun,” she
the challenges of a divorced family – something ments. “Knowing that clients return to me after many commented.
that was considered “absolutely taboo” within the years speaks volumes about the quality of my work.
Indian community. She attended Durban Indian I’ve had the privilege of organising events for King Finding a dedicated team is a challenge that Pravina
Girls High, but financial constraints prevented her Goodwill Zwelithini and Nelson Mandela. I’ve also faces regularly. “It’s hard to come by,” she admits. “We
from pursuing further studies, and at that time, worked with Chief Buthelezi and collaborated with need to make our industry sexy again, so people
there were few options for degrees or diplomas in the AIDS Foundation, which included celebrities like want to do it.” She expresses concern about the future
her desired field. Despite these obstacles, Pravina Santana and Samuel L. Jackson. These experiences of event management as experienced professionals
persevered, opting for public relations courses since are remarkable milestones for me.” retire and new talent struggles to enter the field.
event management programmes were limited.
Reflecting on the best piece of advice she has Inspiration plays a crucial role in Pravina’s life. “I love
Growing up in a financially constrained environment, received, Pravina shares, “In everything that you learning and creating, and I’m surrounded by driven
she acknowledged, shaped her work ethic. “I made attempt, do it to the best of your ability, or do not do and successful individuals. Listening to their stories
a pact with myself: I never wanted to be poor again. it at all.” This principle has guided her throughout her and understanding their journeys motivates me. I
This wasn’t about being materialistic; it was about career. Additionally, she believes in seizing the day: think it’s crucial to reach out for advice; just hearing
challenging myself to do better.” “Do today what you can do. Don’t leave things for another perspective can reaffirm what you already
tomorrow because you never know what tomorrow know,” she said. “Being surrounded by incredible
After finishing school, she married at an early age will bring. This rings particularly true in our industry, people makes my life easier and better.”
and found her first proper job at Sparkport Pharmacy where no two days are the same. The excitement
in Overport. “It was a good starting point,” she keeps me going.” Pravina also emphasised the importance of em-
believes. “I’m a firm believer that all jobs need public powering women in business. “I love networking and
relations (PR). Whether you’re a doctor, a lawyer, or an Pravina has encountered numerous challenges helping women find opportunities. Collaboration is
accountant, PR sets the tone for what we do.” throughout her career. “One of the biggest is when essential, especially among women. We should be
clients don’t take us seriously or fail to appreciate sharing our knowledge and skills instead of holding
When asked about her purpose, Pravina stated, our worth. Many people view event management on to everything for ourselves. The misjudging of
“Providing the best service to my existing client as glamorous, overlooking the hard work involved. people is so unfair,” she reflects, highlighting the
base is paramount. Event planning can be daunting “Everything is deadline driven. An event can’t importance of understanding the challenges that
for many; however, I don’t focus on personal events be postponed,” she stresses. “When clients don’t others face.
like parties or weddings. I’ve found my niche understand that or provide necessary resources, it
in international and national conferences, for can be quite stressful. We manage multiple events VISION FOR THE FUTURE
corporates and non-governmental organisations, simultaneously, which adds to the complexity.”
which allows me to make a meaningful impact.” Looking ahead, Pravina has a clear vision for business
She noted the rapid changes in technology and in KwaZulu-Natal over the next five years. “I think
Her passion for creating concepts and bringing industry trends, emphasising the need to adapt. there’s so much potential,” she observes. Her personal
them to life is evident in her work. She continues, “Covid was another challenge we’d rather forget, goal is to continue providing exceptional service to
“I strive to be indispensable to my clients; they rely but it forced me to rethink my business model. The her existing clients while maintaining her business’s
on me, and their returning business is a testament restructuring helped me streamline operations and reputation for reliability. “Most importantly, I aim to
to the trust we’ve built.” This loyalty reflects the work smarter, which has positively impacted my find balance after many years in this demanding field.
quality of her events and her commitment to focus and productivity. I’m still able to deliver what I work smart and play hard, and I believe that’s the
client satisfaction. I deliver, not only in South Africa but internationally,” key to a fulfilling career.” Recognising the importance
she notes proudly. of enjoyment alongside demanding work, she has
“I ensure that our clients can concentrate on their made a pact with herself: “You’re going to work hard,
product and service while we think outside the COLLABORATION IS ESSENTIAL but you will enjoy your life.”
box for them.” For Pravina, delivering a successful
event is akin to creating a masterpiece. “The client Creating a positive work environment is crucial for Pravina concluded with her guiding principles:
gets their return on investment, and that’s crucial Pravina and she emphasises effective communication. “Keep our industry alive and well, empower the
for me.” Event planning is stressful; a survey once identified youth, and remain honest and true to myself.”
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