Rezza Aly Shah, known as ‘Rezz’, is a fashion choreographer cum event manager. Rezz was born in Karachi and brought up all over Pakistan as his parents were in the civil services. A political science grad, Rezz did his LLB and later got a Masters’ degree in Business Administration. Rezz’s first love was always modeling and fashion and he started an event management company in 2001.
You are a lawyer by profession. How did you get into event management?
Rezz Aly Shah: “I was a model way before and had some contacts in the fashion industry. After completing my studies, I worked in a corporate law firm but my inclination was always towards fashion and events and glamour, so I started Rezz Events in 2001.”
Has the event management industry expanded over the years?
RAS: “When we started in Islamabad, there was not even a single event company dealing with fashion and PR.”
What are the major challenges you have faced in this business?
RAS: “All sorts of challenges as I don’t come from a fashion or a media background. I had to face all sorts of people and new ways of dealing independently; basically selling my work to fashion houses and the media and corporate world was not easy.”
There are a number of event management companies in all the major cities of Pakistan. How do you differentiate Rezz Events from the prevailing competition?
RAS: “I say, just like there are a lot of hotels and mobile operators and banks but all of them have their own share of the pie — same with my work, if someone wants Rezz they will take Rezz!”
How do you diversify your business in light of the recent economic recession?
RAS: “Weddings and events of all types do keep on happening — perhaps the pockets of people are slightly tighter today compared to a few years back but still events do happen, shops do have launch events and brands do have launches; so our work still moves on.”
How do you cope with the challenges of increased power shortages and also security concerns when arranging major events?
RAS: “Our shows are mostly in hotels and the launches at the venues are well taken care of with high end powerful generators as the clients know beforehand that generators are a must and they are ready to pay for that. Also, for private security guards — and yes, this makes the price of an event higher than the early days when these measures were not a necessity as such. But today, these two things are extremely important at an event.”
Who are your role models?
RAS: “In general, Benazir Bhutto and in this field, Frieha Altaf — she has done very well.”
Where do you see Rezz Events in the coming years?
RAS: “I hope the situation in Pakistan improves and so will Rezz events!”
