We had the good fortune of connecting with Siera M’halla and we’ve shared our conversation below.
Hi Siera, what was your thought process behind starting your own business?
That came naturally to me as it combines both things I love the most, and that I’ve been around my whole life: music and hospitality. I have already been doing that for years and it felt just right. Also, having a social personality, always being the link connecting people together, being the friend to go to for suggestions, for introductions, for arrangements and plannings. And finally I would say that traveling extensively at a young age, having a strong presence in the nightlife and social scene, working in the event industry, in luxury hotels as well as being surrounded by entertainers most of my life, allowed me to build a very strong network and become the point of contact for many. At some point in life, I realized how essential my contribution was to the success of many power players I looked up to, and how impactful my services were to everyone I was assisting on daily basis. Creating these experiences was making me happy. And when I realized how much time I was dedicating to it, how trusted and how relied upon I have become, it only made sense to turn it into a business. We all dream of doing something we love for work. I love what I do.
What should our readers know about your business?
The first business, is an Artist Concierge and Event Company. We specialize in music features, studio sessions, talent bookings, shoots and countless of other services any artist needs. The events we produce mainly evolve around music. Album release parties, live dj sets and music video premiere parties. That being said, we also created a wide range of other experiences such as pop up dinners, networking events or clothing store openings as well. My second business with the VIP Global is a high end hospitality service company. We cater our services to very wealthy clients worldwide. I am currently looking to expand both businesses to Dubai and Paris next. One of the main things that sets us apart is being able to provide access to ” Money can’t buy” type of experiences. It certainly didn’t come easy as building the trust, network and expertise took a lot of sacrifice, risk taking and years of perseverance. Working in hospitality means constantly having to cater to other’s needs 24/7 and of course, putting my own needs and well being to the side. In our industry we work when others have fun so you have to really love it in order to do it for so long.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
As a concierge I always tailor my suggestions to each friend’s taste and the ambiance they are looking for. People reach out to me all the time for access to the best spots in Los Angeles, which, keep in mind, are each so different and unique depending on the day of the week. There’s something for everyone in my City. I would certainly start the day at Perch DTLA for breakfast. Of course, a Lakers Game in Los Angeles is a must. How can you skip that? I usually grab drinks and watch my games from Hyde Lounge at Staples Center. As for lunch, I’d say either Il Pastaio, or Crustacean in Beverly Hills. When in a more casual mood, I would explore the countless food spots in Korea town. The boiling crab being my favorite. A brunch party, as opposed to a regular brunch will always be on my schedule. Either at SkyBar Mondrian on Sunset – at which I had the pleasure to work, or at Penthouse Day Club. For shopping, definitely Melrose Avenue. A plethora of little trendy shops with items you will not find elsewhere. Wally’s Beverly Hills for after work drinks and the best Old Fashion cocktails at Seven Grand Bar in DTLA. You cannot leave Los Angeles without experiencing a dinner at Nobu Malibu and Beverly Wilshire Hotel has always been my date night spot. I absolutely never miss a Sunday night party at Greystone Sunday’s with my team and a set by Dj Orator. Every week, No exceptions. Followed by an after party in the hills and ending with a lobster pizza at Berri’s. I love music and parties so it’s always a 24hour marathon with me!
Who else deserves some credit and recognition?
My mother who is a self-made business woman has been the biggest role model for me. Working in male dominated industries, I never had any other female figures to look up to and nobody I let close enough to fully help or support me. My inspirations mainly came from the talent and greatness I always surrounded myself with, places I have been to, and most importantly the music I listen to. I have always been blessed with having successful people around me, and their stories have inspired me in more than one way. I give credit to every relationship, every coworker, and every business partner I was fortunate to have in my life.
Other: https://www.behance.net/SieraMhalla/ https://www.thevipglobal.com/