What inspired you to start your journey in talent management and create DNA?
I have a genuine passion for working across various industries simultaneously, including but not limited to music, fashion, hospitality, and marketing, all of which are interconnected within the creative sphere. This led me to embark on a journey to establish my own venture, DNA.
What initially ignited my enthusiasm for talent management was the desire to assist young creatives, whether in music or the digital realm, in realising their aspirations and bringing their visions to fruition. DNA’s mission is to bridge the gap between various creative domains, fostering innovation and growth while enabling both emerging and established talents to thrive in an ever-evolving landscape.
Can you tell us about some of the notable campaigns you’ve worked on with global brands?
Recently, we had the privilege of undertaking an exhilarating project on behalf of our esteemed client, Bang & Olufsen, in June. With just a few weeks’ notice, we were entrusted with the task of orchestrating a global digital campaign launch in London from A-Z. The compressed timeline presented a big risk, one that involved placing DNA’s reputation on the line.
Nevertheless, we approached the challenge with confidence in our abilities to deliver exceptional results within the constraints of this tight schedule. This was a big and proud moment for the entire DNA team.
What challenges did you face when transitioning from hosting parties at the beginning of your journey, to owning a nightclub?
Around 6 to 7 years ago, I was working alongside a group of nightclub owners, assisting them in managing their own nightclubs at the time. Fast forward five years: those club owners transitioned from being my employers to becoming my business partners. My ascent within this partnership was a testament to both my dedication and the trust I diligently cultivated over the years.
What motivated you to expand your business and venture into the restaurant industry?
My passion lies in both witnessing and curating moments of happiness for people. Over the past eight years, my professional journey has been predominantly rooted in the nightclub industry, but my affection for cuisine and entertainment has fuelled my desire to venture into the restaurant industry. All of my hospitality endeavours have been strategically centred in West London, where I grew up. My vision for the future is to continue nurturing and expanding the spectrum of experiences available in this vibrant corner of London. Whether that be establishing a hotel, additional clubs or restaurants.
How do you balance your responsibilities as a CEO while staying connected to the creative side of your work?
The more I am indulged in this CEO position, the less creative time I have ahead of me and I am dedicated to structuring my daily routine in a way that allows me to carve out precious moments for unfettered creativity. At my very core, I identify as a creative individual, and it’s imperative for me to remain deeply connected to this aspect of my personality. I wholeheartedly encourage and foster a culture of boundless creativity within my team, given the nature of my businesses.
What’s your go-to inspiring quote for aspiring entrepreneurs or talents?
Don’t ever feel discouraged if one door doesn’t open, the next one might be the right one.
Photography by Seif Ali Umaar
