The Founder of the Prestigious Asian Awards
Paul Sagoo opens up to our front cover Creative Director, Kaniz Ali about life, work, fashion and his unyielding passion for transforming the events industry.
Paul Sagoo:
I’m a London-born entrepreneur with roots deeply embedded in Indian culture. My parents journeyed from India and Kenya, crossing cultural and financial deserts to settle here in the UK. They were part of a wave that filled a labor shortage, bringing nothing but hopes and dreams. I found my calling not in medicine, which I initially studied at King’s College, but in the kaleidoscopic world of IT. A chance gig selling computers for Alan Sugar led me to remarkable experiences with tech giants like Siemens, Intel, and eBay. That adventure culminated in me selling my own successful IT company in 2009 and diving into the transformative world of events with the Asian Awards.
Grazia: What propelled you into the events space?
Paul Sagoo: After selling my IT firm, I started attending various Asian community events. What struck me was the cavernous gap between the affluence of the attendees and the mediocrity of the events themselves. Whether it was subpar food, sketchy service, or cringe-worthy displays of nepotism during award ceremonies, something had to change. A mix of encouragement and sheer audacity led me to create the Asian Awards in 2010, igniting a renaissance in the events landscape. We weren’t just hosting an event; we were crafting an experience that the world had never seen before.
Grazia: Congratulations on your OBE! What’s the story there?
Paul Sagoo:
Thanks, it’s an honor that feels surreal. The OBE wasn’t just an accolade for hosting posh events. We utilized the Asian Awards as a robust platform to champion charitable causes. Over a decade, we’ve raised a staggering £2.5 million for monumental charities like Save the Children and Global Citizen. This synthesis of celebrating excellence and philanthropy likely tipped the scales for the OBE.
Grazia: You seem to have a lot on your plate. Tell us more about your various ventures.
Paul Sagoo:
Beyond the awards galaxy, my focus has widened to include a PR enterprise, Media Hive, and another event-centric business, Refine Events. From celebrating photography and science through other award ceremonies to handling PR for book launches and movie releases, each venture has been a chapter in an ever-evolving business saga. We also work in property and commercial investments too.
Grazia: What defines Paul Sagoo?
Paul Sagoo:
I think it comes down to core principles, which are simple, really. Always take an honest approach and never oversell anything. Look to innovate where it can make an impact. Keep close to expertise, especially one that is growing. Care about the outcome, care about detail, care about the experience of people who interact with you or anything you own.
The most important part is to have fun. Nothing in life, apart from tragedy, should be taken too seriously, and I mean that. Be real enough to wear that “fun” on your face and impact everyone you meet in a positive way.
Lastly, I would say it’s about having a sense of flair. I love individuality, and that resonates from my sense of fashion to how I approach people. It’s a very important trait for me to keep alive. Life’s too short not to have fun; I wear my enthusiasm like a badge of honor. And yes, a little flair never hurts. Individuality, whether it’s in fashion or life, is a treasure I hold dear.
Grazia: What’s next for you? Where do you see yourself in 5 years?
Paul Sagoo:
Business-wise, I aim for diversified growth, perhaps venturing into fashion. On a personal level, I envision a life enriched by love—hopefully married, maybe even a father. Becoming a dad would be like clinching the ultimate award.
Grazia: Pros and cons of entrepreneurship?
Paul Sagoo:
Entrepreneurship is a double-edged sword.
Pros:
– Freedom: The canvas of your life is yours to paint.
– Financial Upside: Your potential earnings are directly tied to your ambition.
– Intellectual and Emotional
Gratification: You’re the master of your fate.
Cons:
– Risk: It’s a high-stakes game where losses are as possible as gains.
– Time: Work-life balance often gets tossed out the window.
– Uncertainty: Market dynamics and unforeseen challenges can be nerve-wracking.
It’s a life less ordinary, filled with high highs and low lows. But oh, the view from the top is spectacular.
Grazia: Any advice for aspiring entrepreneurs in the events sector?
Paul Sagoo:
Starting a brand in the events industry can be challenging but rewarding. Here’s some advice to help you get started:
– Conduct market research to deeply understand your target market and current trends.
– Develop a clear business plan outlining goals, strategies, target market, and budget.
– Network and build relationships with suppliers, vendors, and industry professionals.
– Focus on quality and attention to detail to consistently deliver high-quality events.
– Embrace technology and stay up-to-date with the latest tools and techniques.
– Be flexible and adaptable to changes in the industry.
– Prioritize customer service to ensure client satisfaction.
With hard work and dedication, you can build a successful events business.
Grazia: Describe a typical week in your life.
Paul Sagoo:
The concept of a ‘typical week’ is a myth in my world. There are anchors like daily exercise and spiritual practices, but no two days are the same. One day might be a charity gala, the next a board meeting, followed by a fashion show, a business trip, or a sporting event. However, the key routines for me are the gym and fasting. I fast every day, sometimes for more than 24 hours. I’ve found fasting to be hugely beneficial over the last 6 years.
CEO: Zahraa Saifullah
Front Cover Creative Director: Kaniz Ali
Photography: Danny Singh
Editorial Associate: Sibgha Batool at KANIZ Team
Creative Styling: Kaniz Ali
Assistant: Mehreen Sohail at KANIZ Team
Location: The Lalit London, London Bridge
Grazia: Talk to us about your background.
