Pravina Coombs

Pravina Coombs, the managing member of ThoughtFIRE, an event company, describes her story as starting “a very long time ago”. Growing up in Durban, she faced the challenges of a divorced family – something that was considered “absolutely taboo” within the Indian community. She attended Durban Indian Girls High, but financial constraints prevented her from pursuing further studies, and at that time, there were few options for degrees or diplomas in her desired field. Despite these obstacles, Pravina persevered, opting for public relations courses since event management programmes were limited.

Growing up in a financially constrained environment, she acknowledged, shaped her work ethic. “I made a pact with myself: I never wanted to be poor again. This wasn’t about being materialistic; it was about challenging myself to do better.”

After finishing school, she married at an early age and found her first proper job at Sparkport Pharmacy in Overport. “It was a good starting point,” she believes. “I’m a firm believer that all jobs need public relations (PR). Whether you’re a doctor, a lawyer, or an accountant, PR sets the tone for what we do.”

When asked about her purpose, Pravina stated, “Providing the best service to my existing client base is paramount. Event planning can be daunting for many; however, I don’t focus on personal events like parties or weddings. I’ve found my niche in international and national conferences, for corporates and non-governmental organisations, which allows me to make a meaningful impact.”

Her passion for creating concepts and bringing them to life is evident in her work. She continues, “I strive to be indispensable to my clients; they rely on me, and their returning business is a testament to the trust we’ve built.” This loyalty reflects the quality of her events and her commitment to client satisfaction.

“I ensure that our clients can concentrate on their product and service while we think outside the box for them.” For Pravina, delivering a successful event is akin to creating a masterpiece. “The client gets their return on investment, and that’s crucial for me.”

PROUD ACCOMPLISHMENTS
Pravina has organised high-profile events throughout her career, which she considers significant achievements. “Knowing that clients return to me after many years speaks volumes about the quality of my work. I’ve had the privilege of organising events for King Goodwill Zwelithini and Nelson Mandela. I’ve also worked with Chief Buthelezi and collaborated with the AIDS Foundation, which included celebrities like Santana and Samuel L. Jackson. These experiences are remarkable milestones for me.”

Reflecting on the best piece of advice she has received, Pravina shares, “In everything that you attempt, do it to the best of your ability, or do not do it at all.” This principle has guided her throughout her career. Additionally, she believes in seizing the day: “Do today what you can do. Don’t leave things for tomorrow because you never know what tomorrow will bring. This rings particularly true in our industry, where no two days are the same. The excitement keeps me going.”

Pravina has encountered numerous challenges throughout her career. “One of the biggest is when clients don’t take us seriously or fail to appreciate our worth. Many people view event management as glamorous, overlooking the hard work involved. “Everything is deadline driven. An event can’t be postponed,” she stresses. “When clients don’t understand that or provide necessary resources, it can be quite stressful. We manage multiple events simultaneously, which adds to the complexity.”

She noted the rapid changes in technology and industry trends, emphasising the need to adapt. “Covid was another challenge we’d rather forget, but it forced me to rethink my business model. The restructuring helped me streamline operations and work smarter, which has positively impacted my focus and productivity. I’m still able to deliver what I deliver, not only in South Africa but internationally,” she notes proudly.

COLLABORATION IS ESSENTIAL
Creating a positive work environment is crucial for Pravina and she emphasises effective communication. Event planning is stressful; a survey once identified event management as one of the most stressful jobs, alongside air traffic control and trauma surgery. “I think it takes guts, nerve and steel to deliver. Despite this stress, we try to maintain a sense of fun,” she commented.

Finding a dedicated team is a challenge that Pravina faces regularly. “It’s hard to come by,” she admits. “We need to make our industry sexy again, so people want to do it.” She expresses concern about the future of event management as experienced professionals retire and new talent struggles to enter the field.

Inspiration plays a crucial role in Pravina’s life. “I love learning and creating, and I’m surrounded by driven and successful individuals. Listening to their stories and understanding their journeys motivates me. I think it’s crucial to reach out for advice; just hearing another perspective can reaffirm what you already know,” she said. “Being surrounded by incredible people makes my life easier and better.”

Pravina also emphasised the importance of empowering women in business. "I love networking and helping women find opportunities. Collaboration is essential, especially among women. We should be sharing our knowledge and skills instead of holding on to everything for ourselves. The misjudging of people is so unfair,” she reflects, highlighting the importance of understanding the challenges that others face.

VISION FOR THE FUTURE
Looking ahead, Pravina has a clear vision for business in KwaZulu-Natal over the next five years. “I think there’s so much potential," she observes. Her personal goal is to continue providing exceptional service to her existing clients while maintaining her business’s reputation for reliability. “Most importantly, I aim to find balance after many years in this demanding field. I work smart and play hard, and I believe that’s the key to a fulfilling career.” Recognising the importance of enjoyment alongside demanding work, she has made a pact with herself: “You’re going to work hard, but you will enjoy your life.”

Pravina concluded with her guiding principles: “Keep our industry alive and well, empower the youth, and remain honest and true to myself.”