- Industry - Education/Non-Profit
- Type of Business - B2B/B2C
Gem-A is the world’s oldest provider of gem and jewellery education. Established in 1908, the courses are now taught in 5 languages and 17 countries via online learning and in-house teaching centres.
When I first started with Gem-A, I was responsible for all events and marketing. This was before the company achieved a level of growth that allowed me to establish the first marketing department, hiring and developing a team, and taking on a more senior role within the company. Although I experienced many highlights during my 6 years, the most rewarding work was sharing in the success of the graduates at the Gem-A Graduation in London each year.
Over 150 graduates from all over the world gather in London each year with their friends and family to celebrate their achievements. For 6 years I planned and executed the Graduation Ceremony. The prestige of the occassion was reflected in the attendance of graduates from as far away as China, Madagascar and New Zealand, along with their proud families.
Planning and executing an event takes incredible organisation. The process starts by understanding what the key objectives are before preparing a workback plan which details the tasks to be completed, ownership for outcomes and deadlines. In this instance venue sourcing, VIP invitations, catering, guest lists, online booking systems, event sponsorship, guest speaker, seating plans, guest check-in, photography, promotion and on-site event management were some of the requirements. I planned every detail, working within the budget and delivery deadlines. I worked closely with other departments to get buy-in as support was needed in the run-up to the event and on the evening itself.
Post-event survey showed positive results and key learnings that were relayed back to the team. During my final Graduation Ceremony (in 2019), I worked with a videographer to capture the highlights of the evening, interviewing Graduates to find out what the qualifications and the association with Gem-A meant to them. The video is still used to showcase the Graduation, attract new students, and present a positive image of the Gem-A brand.