WPIC Wedding Professional of the Month of November- Paras Mehta

We are so excited to share WPIC’s Wedding Professional of the Month of November with you; Paras Mehta of PARAS Events

For those of you who know this kind and gentle soul, you can just read along.  For those of you who don’t, then you are in for a treat. Paras is someone who is always there to give encouragement and support.  He will boost you up and offer words of encouragement. He has a crazy talent for seeing the good in the world and it is so refreshing! Paras has personally surprised me with birthday cards, short little messages out of the blue, and his thoughtfulness is always appreciated.  Not only is he a great person, but he is an extremely talented designer. Paras is known for his clean and modern designs. Everything has a purpose and is strategically placed for the greatest impact. We are proud to have him as a WPIC alumni and even prouder of his successes.

-Tracey Manailescu

Why the name Paras Events?

The evolution of my design firm has come from re-evaluating my business model on a yearly basis to ensure I am operating a sustainable customer service based business based on my demographic and geographical location.  After ten years of operating as a decor rentals and design firm, in 2013, the business was separated into two distinct segments – a) event design & decor services and b) event rentals.  The name Paras Events evolved from my clients requests to work directly with me as their designer.  I went into the business of selling my design expertise and design aesthetic to prospective clients, in place of product alone.  This became a very transformative part of my business journey.  I was able to establish a business with multiple revenue streams.

Year of Establishment 

I began my small business in the dining room of our family home in 2003.  I did my first design consultations from this space using storyboards and linen samples.  I did not have a portfolio at the time, so I communicated my ideas through my sketches.  I asked my clients to put their trust in my vision and I re-assured them that my very little experience would not affect the outcome of their event.  Our garage, living, room, and basement was full of columns, crystals, vases, and textiles.  We outgrew our home within two years and I made the ‘scary’ decision to lease my first commercial space.

WPIC since?
I saw the importance of becoming educated in my profession and have always encouraged my own personal and professional development.  I became certified in 2004 and began working full time as an event planner and designer for another design firm.  I began my entrepreneurial journey as an event planner, but very quickly realized that design and décor is where my passion lay.  I learned how important it is to narrow your focus in this business and ensure your clients know exactly what your role is in their wedding or event.  Are you a designer?  A planner?  Both?  I highly recommend creating a business and brand that clearly demonstrates and defines your range of services.

I operate my business by three simple rules: determine your focus, exercise it daily, and re-evaluate it annually.  It has increased the efficiency of my business.

 

Favourite part of the design process? 
My favourite part of the design process is concept development and ideation.  I take the inspiration my client has given me and mind map the several ways the design can be interpreted.  I enjoy the challenge of creating events that are unique to my design firm, but also unique to my clients design preferences and personal taste.

I employ the use of sketching, storyboards, proposals, and swatches to paint visual stories that communicate my ideas to clients.  In my business, we incorporate a four step design process that takes our clients from concept development to event evaluation to ensure we meet their design and budget preferences.

Please tell us some things you have learned over the years that have helped you grow?

There are so many to share, but I will summarize with the following:

Event businesses require five years of consistent work and effort along with a strong business strategy (which I did not have, so trial and error became my ‘expensive’ solution).  If you would like to create a sustainable business, you must:

a) establish your revenue goals

b) determine your overheads

c) calculate your break event point.

From there, work backwards towards your goals to ensure you are in full control of your business.  I learned this the hard way.

Be in this business for the long haul.  There is no such thing as ‘overnight success’ in this business.  ‘Dabbling’ will not cut it.  Commit to your business and your professional development 200% and you will see the results.  I am so proud to be a co-founder of the Canadian Institute of Event Design.  I am a huge proponent of remaining educated in our industry and began this Institute to help event professionals become well rounded in business and design.  It has become the foundation or first‘stepping stone’ to a formal education in event design.  I am very proud of its mandate to standardize the practice of event design in Canada.

Managing a clients’ expectations and your deliverables are the single most important factors in a customer service based business in the weddings industry.  Understanding the couple (and sometimes their families), their needs, and preferences along with their expectations will ensure their satisfaction.  Consider fully outlining your expectations to the client as their service provider.  You may choose to review this at your initial consultation and within your contracts/service agreements.

Take time for yourself.  I am the WORST at this, but I try to get better every year!  Burn out is real, and I have experienced it three times over in this business.

Tell us about a challenge that you overcame that made you a better designer and business owner?
As cliché as it may sound, failing over and over again, made me the business owner I am today.  Countless errors included:  lack of business strategy, lack of focus and direction, ineffective business operations, and not understanding my target demographic.  I could certainly design and sell my vision to my clients, but without the appropriate business systems in place, my business did not grow the way I envisioned.

Develop your signature as a planner and/or designer and ensure your entire brand identity revolves around this.  Guests should be able to walk into a room and know exactly who the designer or planner is.  Remain distinct in your business and stand out through your expertise, education, business integrity, marketing initiatives, and personal development.

What is a piece of advice you would give to someone just starting out in the industry?

You must LOVE, and I mean LOVE, your business and this industry in order to find success in this business.  Always encouraging a growth mindset and facing your fears head on will create a business that you can be proud of and one where your signature as a professional stands out.  Do not compare your success to others and remain focused on your goals and what you would like to achieve.  If you remain consistent in your commitment and integrate a sound business strategy, you WILL find success.