Meet Sonia Sharma | Founder/Owner of ShipShape MDR

We had the good fortune of connecting with Sonia Sharma and we’ve shared our conversation below.

Hi Sonia, is there something you can share with us that those outside of the industry might not be aware of?
Probably the level of customization and attention to detail that the yacht concierge industry requires. That is, if you’re trying to provide exceptional service. You can’t efficiently arrange (much less coordinate) exclusive restaurant and luxury spa bookings, schedule private scuba or golf outings, or something like a helicopter tour unless you have an intuitive command of clients’ needs and preferences, alongside an evolving and trusted network of vendors and service providers.

More still, we’re talking about an industry built around a mode of transit; clients are mobile. So, you have to be able to quickly generate and leverage networks in any place they might visit. And you have to be able to do that on sometimes short timelines. That’s as much a matter of soft-skills as it is organization, and it extends to everything from proficiency in multiple languages to sensitively managing discretion and confidentiality. When you take into account that the industry is seasonal, with peak vacation periods pegged to holidays and warmer months – you’re talking about doing all of this across multiple clients, simultaneously.

Delivering a seamless experience for clients is a high-wire act, and it’s not for everyone. If you look at the industry closely, you can see cracks in places and ways in which quality and consistency are lacking.

Let’s talk shop? Tell us more about your career, what can you share with our community?
My whole life has been steeped in service and hospitality. My first jobs were grocery store checkout clerk and working in restaurants followed by a long career in the spa industry and resort hospitality. In 2011, I moved overseas where I worked as a teacher in the international school system in Vietnam and taught 2nd grade until I was invited by a family to join as a household manager, in Thailand.

Household management was really where I was able to put all my skills to use. From staff management to choreographing activities and tutors for the children. Managing the finances for the household- where it pertained to the children and staff and delegating tasks and responsibilities.Working with large, multicultural families with a full staff allowed me to understand the unique needs of each individual (staff included), spot gaps and points of intervention, and support them along their journey and make the process as comfortable as I could.

Household management in the US doesn’t really look like it does in other parts of the world, so when I returned Stateside I had to pivot a bit. The pandemic kind of imposed time and space to really do some inner reflection, and shape the next chapter of my life. I’ve always wanted to live by the water, so as soon as travel restrictions started easing, I sold everything, packed the dog and the car and moved. Specifically, to Marina Del Rey. I knew one person here and I had nowhere to live, but I was just really driven to make things happen. I set up my website beforehand and had cards printed so that I could hit the ground running.

And that wasn’t easy! Pounding the pavement, catching boaters off guard and chatting with them about who I was and what I could offer took a lot of courage. Not everyone appreciated my energy and confidence, and I even experienced bullying and discrimination at points. But at the end of the day, the choice was mine. I could let those outside circumstances derail me or stay focused and committed to my passion and mission to be the best concierge on the water.

A major takeaway there has been that “stay in your lane” is a capping comment. I would never be who I am or where I am if I had listened to the myriad of people who tried to cap me with that logic. People will talk and try to break your spirit so you just have to learn to shake it off and power through. What you do will ultimately drown out and outlast anyone’s critical chatter.

Service jobs are the backbone and foundation of any industry. My aim is to remind the boating community of the value all maritime workers bring to life on the water, build relationships that showcase that, and help restore camaraderie. I want to leverage my background to innovate the way marina life is serviced, and raise the bar – not just from a competitive angle, but to deepen community and people’s experience of marina life, broadly.

I want ShipShape to serve as a one-stop “marina rolodex”. When someone has a project or event, I want ShipShape to be the trusted, go-to solution – the right people, the right resources, and the right energy.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I think I would start each day by taking a walk on the beach from the jetty to the Venice pier. And of course, spending lots of time, taking the sailboat out and being on the water. The feeling of being suspended in the big blue with a few good friends, a nice bottle of wine, and some great music makes for an excellent way to spend any afternoon. That, or I’d grab a couple bikes and cycle the path from Marina del Rey up to Santa Monica and take a spin around the pier.

Given the fact that I’ve only lived here nine months, my knowledge of places to go and things to do is limited; however, I love taking the drive up the PCH toward Malibu. There are tons of great hiking trails with wonderful views overlooking the water.

I am, however, a big fan of live music. And I’ve cobbled together some favorite spots for that.
Vibrato up on Mulholland Drive has excellent shows on Friday and Saturday evenings. They have more of a big band style which I love and people get dressed up and you feel a bit transported to a different place in time. The Brig has excellent jazz music every Tuesday evening and there’s a small pizza place down the way that makes for a great dinner before the show. Killer Yacht Club also has an excellent show every Friday; mostly hip-hop and well-known artists within the hip-hop community. The Rose Room frequently has excellent DJs.

Some of my favorite restaurants would include The Moody Rooster, located in Westlake Village, has the most amazing menu. A bit more pricey, but if you were going to treat yourself, it’d definitely be high on my list. Ekkamai Thai on Washington Blvd has an amazing selection of Thai dishes, but even better – she has an incredible memory, and always greets each client by their first name. Tangaroa Fish Market – a New Zealand inspired seafood restaurant with an amazing selection of oysters and fresh fish. Samosa House on Washington Boulevard, does a great selection of veg and non-veg Indian food, buffet style. I love popping in there and grabbing their lentils for a quick, protein-rich dinner.

Who else deserves some credit and recognition?
First and foremost, Steven Werber, Professor of Communications at UCLA – a dear friend of mine. His generosity has provided the foundation for me to arrive into Los Angeles and find my footing so I could plant real roots into the community here, in Marina Del Rey.

Additionally, my friend and fellow small business owner, Geraldine Grace Johns, founder and owner of Grace Ballet – Los Angeles. For several months now, we’ve met every Tuesday in what we call accountability meetings, where we share our goals, share notes, brainstorm, problem-solve, and make action plans on how to progress in our respective endeavors. Each following week we get together and share progress reports on what we’ve accomplished and give each other guidance and advice on how to maximize our outcomes. It’s been such a critical asset for staying focused and productive and keep me creative in trying to cultivate abundance and community.

Website: Www.ShipShapemdr.com

Instagram: @shipshapemdr

Image Credits
Joshua Stephens