Check out today’s PB Post – Page 1D story on Shaman Abas. Monday, Aug. 17, 2015
Marketing whiz deals with the rich, famous
Shaman started her public relations firm, now 10 years old, in her kitchen.
This was no ordinary journey. Shamin Abas danced her way from rustic North Wales in Great Britain to America, performing on cruise ships in the Caribbean and South America along the way.
Now Abas, the daughter of a math professor with Middle Eastern roots and a British jazz singer, celebrates the 10th anniversary of a public relations firm she launched at her kitchen table in West Palm Beach.
The firm’s evolution to focus on luxury brands such as Ferrari North America, Burgess Yachts, Jet Aviation and Jacob & Co. marked the point where “things really started to fall into place,” she said.
Her work continues to take her, she said, to “the most wonderful places.”
Name: Shamin Abas
Shamin Abas and Arthur Weiner
Hometown: Isle of Anglesey, North Wales
Where you live now: I split my time between New York and West Palm Beach
About your company: We are a boutique PR and Experiential marketing agency specializing in brands that create luxury goods and services for Ultra High Net Worth Individuals (UHNWIs). We also work to create mutually beneficial partnerships for brands in the same space with the objective of expanding their opportunities to connect and build relationships with this often-elusive audience. We have offices in both West Palm Beach and New York and our work often takes us to some of the most wonderful places. For instance, next week: The Pebble Beach Concours d’ Elegance with clients Ferrari North America and Jet Aviation.
How your business has changed: Having recently celebrated 10 years, it is most certainly time to take a breath and reflect on how we have evolved as a company. We spent the first five or six years working with a much more diverse clientele (in terms of industries) and then, after deciding to focus entirely on the luxury marketplace about four years ago, things really started to fall into place.
First paying job and what you learned from it: Waitressing — I learned that if you commit to always going above and beyond what people expect, they will be pleased to compensate you for your hard work.
First break in the business: Mr. Peter Brant gave us the opportunity to take over the VIP hospitality operations at Bridgehampton Polo Club several years ago. There, we ran everything soup to nuts from: Engaging the luxury brand sponsors and facilitating sponsorship integration on-site, to the managing all of the media relations, and guest lists as well as the event production and design. We did this for six Saturdays each season. It was the hardest my team and I have ever worked in terms of hours and physical labor, but it was worth every moment and I couldn’t be more proud of what we were able to do there.
Best business book you ever read: Think and Grow Rich — Napoleon Hill
Best piece of business advice you ever received: “Become a category killer.” A very wise and successful friend and advisor, who happens to be the Vice Chairman of a global conglomerate of advertising and public relations agencies, told me a few years ago that if I were smart, I would not only focus on luxury, but would also work towards owning the marketplace when it comes to lifestyle of the super affluent.
What you tell young people about your business: I always tell them that absolutely anything is possible. I also advise them to make themselves completely indispensable. Doing your job is by no means enough and it’s actually not as fulfilling as being a part of something. If you are able to find ways every day to contribute to the growth of the business, you will be noticed and offered more opportunity. That philosophy is core to my company and it’s how my team and I operate with each other and with our clients.
What you see ahead for Palm Beach County: I am more excited about the development and prospects for Palm Beach County than ever before. Particularly with the tremendous efforts that Kelly Smallridge and the Business Development Board have implemented to successfully attract so many top level hedge funds to the county, as well as the work that Mark and Katherine Bellissimo are doing to further extend the season in Wellington; drawing more and more world-class equestrians here for months at a time. I have never before heard as much buzz about the growth in Palm Beach County as I have recently from colleagues and associates at some of the world’s top luxury brands, many of whom plan to invest considerable dollars into: real estate, local services and employment over the coming months and years. With super high-end projects such as The Bristol moving forward — which my team and I have the great pleasure of working on — it’s clear that major developers are seeing the need for amenity-rich condominium living to accommodate this growth.
Where we can find you when you are not at the office: Walking my dog on one of our beautiful beaches at sunrise or sunset, at yoga or cooking for friends.
Favorite smartphone app: Dare I say it … Uber.
What is the most important trait you look for when hiring? I have three rather than one — and all three must be present, as alone they are not enough: passion, commitment to exceeding expectations (mine and the clients’) as well as the ability, and willingness to be coached.