Still Me. Just With More.

When I started BeDazzled E back in 2013, the idea was simple. I was an emcee. My clients needed more than an emcee. So I built something that could give them more.

It grew from there. Roadshows, product launches, D&Ds, community events. Clients kept coming back, not just for the hosting but for everything built around it. That felt like something worth holding onto.

Then COVID hit, and the events industry basically stopped. We stopped too.

I won't dress that up. It was a difficult period for everyone in this space. But somewhere in that silence, I was watching. And what I noticed when events started coming back was that the landscape had shifted in a way that wasn't going to shift back.

A lot of new players entered the market. Some of them came from the supply chain, former subcontractors setting up shop. Others came from outside the industry entirely, chasing the demand. At the same time, I was hearing from people I'd worked with for years, experienced, passionate people, that they were unhappy. The environment had changed. The work wasn't being done the way they believed it should be.

That told me two things. One, there was a gap for an agency that took the craft seriously. Two, the old model wasn't going to be enough.

Events as a standalone service made sense in a different era. But clients have changed. The way you reach an audience has changed. A live event used to be one of the few real touchpoints a brand had. Now there are ten, and they all need to work together. Social media, content, digital, activations. Clients need someone who can think across all of it, not just produce the day.

That's the gap BeDazzled E is stepping into now.

The timing felt right because I didn't have to figure it out alone. Felicia Norfor came in as Marketing and Events Director with twenty years of marketing, storytelling, and brand strategy behind her. Singapore Bicentennial, Mediacorp, the Prime Minister's Office, WPP. Her background fills in exactly what an events-only agency was missing. Strategy, content, brand thinking. When she came on board, the integrated model stopped being an ambition and became something we could actually deliver.

If you knew the old Bedazzled E, here's how I'd put it. It's still me. Just with more power and flair behind me now. The relationships, the way I work, the fact that I'm personally in your project from the first conversation to the last, none of that has changed. What's changed is what we can offer you. And we already know your brand. That matters.

The world needs events that do more than fill a room. We're here to build the kind that people actually remember.