According to a report released by EY, the events and activations industry in India is expected to cross the Rs. 10,000 crore mark by 2020-21. The industry, which has been steadily growing at a 16 per cent CAGR, even overtaking the Indian media and entertainment (M&E) industry, which is growing at 11-13 per cent CAGR, is driven by key growth drivers such as digital activation, sports leagues, government initiatives followed by IPs, personal events, product launches, etc.
Among the most creative event planning and space design companies in India, Eventfully Yours Design (EYD) specialises in the latter, with diverse productions ranging from opulent weddings to sophisticated product launches, tasteful corporate events and ingenious special celebrations. Devoted to creating an entire lifestyle experience, Creative Director of EYD Ayushi Goel, along with her partner and Founder of EYD, Jasneet Chowdhary, revels in developing luxurious moments that are larger than life.
Ayushi’s unmatched creative talent and passion about her job, coupled with her varied and extensive experience within the space and décor design industry, make her stand out as one of the top creatives in the field of events and décor in India today.
Apparel Resources gets candid with the vivacious and talented Ayushi to understand what drives her creatively and professionally, what led her to pursue her dream career, the design process she follows, and the skills that are needed to excel in the event décor and design space.
AR: How did you get into this space? Have you grown up with a creative bent or was it something that you took fancy to later in life?
AG: Born in a jewellers’ family, I always had an inclination towards design, patterns, and colours, although not particularly in jewellery, but in general. Post my graduation from the Delhi University, I completed my Diploma in Interior Design, which I consider as the base for what I’m doing now. After completing my practical training in ID, I wanted to try out the events industry, just out of curiosity and it worked out in my favour.
AR: Did you get a formal training in this field? Please elaborate on your educational and experiential journey.
AG: I did not take up any course which was distinctively for events, but the background for interior design is pretty much the same. Professional design software such as AutoCad, Sketchup, and CorelDraw are, in fact, appropriate for décor styling as well.
Subsequently, I applied for a job with Wedding Commitments by Rasika Bhatia, where I worked for 18 months and learned almost everything on-the-job since that serves as the nature of this profession. Post that, I freelanced with a few space and event designers and took up smaller projects on my own before meeting my (now) partner – Jasneet Chowdhary, and joining Eventfully Yours Design.
AR: How would you describe your signature style?
AG: Personally, I’m not a big fan of too many elements put together; bigger is not necessarily always better. I like simpler designs with more aesthetic value to it. Use of simpler drapes with some exotic flowers and off-beat accessories are what we as a team like best. We try to give a cozy and personal vibe to the venue by adding details which are close to our clients’ identities/personalities.
“Personally, I’m not a big fan of too many elements put together; bigger is not necessarily always better. I like simpler designs with more aesthetic value to it.”
AR: What are some of the projects that you really enjoy doing and why? Describe a few projects that really got your creative juices flowing?
AG: Clients who come with an open mind and are interested in experimenting are the most fun, as they allow us to have liberty of creating something new and extraordinary. I remember, once we had a young girl planning her parents’ 25th anniversary who wanted the theme to be pink but nothing too girly, then we had a vibrant sister duo totally invetsed in their wedding décor – designing for them was a delight.
AR: What is your design process like? What are the steps between ideation and the final creation?
AG: It all starts with a brief from the client for a basic idea of their taste and preferences, and if they have anything particular in mind, on the basis of which we create a design moodboard. After visiting the venue, we create a detailed presenation with customisation of elements and layouts.
We then carry out fabric swatching and mock setups with the clients and on confirmation, carry out lists for production which include tenting, flowers, furniture, purchases, linen, lights and many other such elements. Usually, everything is finished and ready to be executed one or two days prior to the event. The final setup may take 1 day or even 2 weeks, depending upon the scale.
AR: What is your take on the industry today? How do you think the space for architecture and space design are poised in the Indian market?
AG: The industry is constantly evolving in terms of design. With the advent of Pinterest and other such platforms being handy to almost everyone, each individual has multiple options and ideas which I think has really changed the game. It is interesting to witness a boost in creativity in the Indian market, keeping in mind the varied budgets of the consumers.
“One needs to be creative, sharp and resourceful to ace in the décor industry. In terms of execution and production, the only way you can build on your expertise is by actually being on the field.”
AR: What kinds of skills are required for the space décor industry? Since not many institutions offer this as a course, how can aspiring stylists brush up and build on their expertise?
AG: One needs to be creative, sharp and resourceful to ace in the décor industry. In terms of execution and production, the only way you can build on your expertise is by actually being on the field. You have to be a part of the entire process, from ideation to execution, to be able to fully understand the fundamentals. When it comes to designing, you need to be inspired by anything and everything around you, from colour palettes to different kinds of structural and architectural works – everything serves as inspiration!
AR: Who are some of the décor stylists or space designers whose work has inspired you and why?
AG: Some space designers that I’ve always looked up to for inspiration are Bibi Hayat, Roni Floral Design, and Rachel A. Clingen. Apart from these, I’m also a big fan of anyone who can turn a place around with minimum additions.
AR: What are some of the challenges you and your partner faced while setting up Eventfully Yours Design and how did you overcome them?
AG: We both started young in life, so the major challenge was to convince people to trust in us. Even though they would be enamoured by the aesthetics, the inhibition about execution was very hard to overcome. We eventually started dressing up in ethnic clothes with glasses to hide our age. Through constant grit and determination, and a lot of late nights, we were able to build Eventfully Yours Design to what it is today.
AR: What would your advice be to aspiring entrepreneurs looking to venture into this field?
AG: It’s important to allow yourself to just be yourself and do things that you believe in, instead of blindly copying others or living up to ideals set up by others. Only then are you able to cultivate a design language of your own which not only sets you apart in this competitive industry, but also allows you to create things with passion and enthusiasm which reflects in your work.
Everyone looking to enter this field needs to have their own niche identified, as that will be the differentiating factor for their work in today’s cut-throat environment.