Interview with Adeline Raja – The right person to call for your events

Adeline J Raja has an extensive experience portfolio in different working environments and we could concretely say she can handle any kind of working scenarios with her vast experience. She has also participated in several beauty pageants locally for experience and exposure. Presently she is running an events management company – Aurora Productions and got the chance to interview her. Let’s hear from her.


Tell us about yourself.

I am 34 years old, love running, reading, music and dance. LOVE EMCEEING! I started working at the age of 18 as a Nursery / Kindergarten teacher for 2 years. After that I joined Singapore Armed Forces (uniformed regular) and was in the logistics line for 10.5 years.

From Singapore Armed Forces, I moved to Singapore Grand Prix Formula 1 for 4 years working in the Operations department.

Currently, I am working in a Tourism & Hospitality School.

I am also running an event management company called Aurora Productions.


Describe your typical day?

I hold a full time job as an Industry Training Coordinator at William Angliss Institute, a tourism and hospitality school, therefore I will be occupied from 9 to 6 pm. I am also pursuing my WSQ Diploma in MICE & Events course twice a week in the evenings, which will be ending in September 2017.

On my free days, I am occupied with my volunteer services with Chua Chu Kang IAEC & LISHA Women’s Wing. I will also meet my clients & friends. At other times, I will spend time with my family and concentrate on growing my business.


What ignited the spark in you to start Aurora Productions?

I always had the keen interest in the events line and was helping friends plan and execute their events. Sometimes I do emceeing too for them. In the forces, I was always approached to emcee events and over the span of 10.5 years, I have covered almost all types of SAF events, which also includes a Senior Officers Dinner at the Istana.

Moreover, I have contacts with djs, dancers, performers, decorators and various types of entertainment requirements which might be needed for an event. My friends will contact me when they require anyone for their events.

However as I was a Civil Servant then, I was unable to run my own business. After I had left the forces, a small group of friends encouraged me to start my own events business. With the blessing of my parents, Aurora Productions was born in 2014 and growing steadily.


Please elaborate more about your business.

  • My main forte is Emcee and DJ Services. Apart from that, I also run a full range of services for registry of marriages, weddings, birthdays and other event services required by clients.
  • We provide event consultancy services.

We also focus on budget events. We work around the client’s budget and give them the best value for their money. Our charges are very reasonable. Please contact us for our reasonable quotation.


Who is your role model, and why?

My parents. My dad always has creative ideas that we try to twine into our daily life. My mum, runs her own spice business in the market. I always admire her patience, I tried my hands in the market when she was overseas but I did not have her level of patience and tolerance.


How did you develop key partnerships?

  • I do lots of online research and send emails to potential companies for collaborations, both local and overseas.
  • I also attend networking events organized by the volunteer groups that I am involved in and get to know other people running their own business (either part time or full time).
  • Through social media.


What have been some of your failures, and what have you learned from them?

My first failure was a maternity photo shoot on a yacht. We were too excited with the opening of Aurora Productions and we jumped into the wagon without doing much research. It was an eye-opener for us that any events that we run, no matter how experienced we are, if it is a new concept, research must be done.

I always emphasise my 1st event failure in any talks that I conduct, to give a small morale booster that life is not a bed of roses. There will be ups and downs in business, we have to learn from mistakes and move on.


How do you generate new ideas?

I always get my weird ideas either at night or when I go for my runs. I listen to music while running and my mind will flourish with crazy ideas.


What is your greatest fear, and how do you manage fear?

I do not have any fear as I know what I am doing, I do it with a conscience. As long as we have not caused any form of harm to anybody, there will not be a need to fear anything. Lead our life to the fullest as much as we can. There should not be any regrets in life when we turn back to look at our life’s journey.


What three pieces of advice would you give to anyone who wants to become entrepreneurs.

  • Dare to dream and turn it into reality.
  • Do not be afraid to ask when you are unsure. If you fear to ask, you will never improve / upgrade yourself.
  • Research Research Research.

Please contact Adeline J Raja if you are planning any events.



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