INDUSTRY LEADERS
Mim Etchells
BY WORD OF MOUTH
When creating extraordinary experiences we are privileged to work alongside industry leaders. From caterers to entertainment suppliers, and venue teams to our clients, we live for the moment when all the key elements come together to create a truly memorable and engaging event. As part of an ongoing series we will meet some our event partners and find out a bit more about what makes them tick.
First in the series is event caterer By Word of Mouth. Born in the mid 1970’s, the company focus is on excellence, coupled with a creative, highly personal approach and superb food. We've worked alongside By Word of Mouth on events ranging from intimate private celebrations to lavish corporate entertainment across some of London's and the UK's most iconic venues. We spoke with Head of Events, Mim Etchells to find out more.
Mim Etchells, Heads of Events - By Word of Mouth
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What’s the most spectacular event you’ve been involved with?
Probably the most visually spectacular event was a relatively small private birthday party I event managed last summer at The Worx. It was a tropical theme throughout and came complete with samba dancers, Brazilian drummers and the most incredible floral display from Veevers suspended over three long dining tables; the client cried when she saw it and I think I might have too! However, my favourite event I’ve ever done remains another birthday party, this time a surprise 70th organised by a doting husband. I worked with him to make every detail completely personal for his wife and I will never forget her reaction when she walked into the room.
What’s the key to creating the perfect atmosphere to enjoy your culinary delights?
I’m afraid this is hardly an original answer but it is all about listening to the client and creating something that is bespoke. It often comes from the questions you ask in that very first conversation that inform what you initially suggest and are able to hone and perfect through the planning process. From a practical perspective the other suppliers you are working with play a huge part and it really is invaluable to have a great working relationship between venue, caterer, florist, production and any other involved parties.
You are on a desert island and you can choose one meal. What would you choose?
I don’t believe anyone who says they’d go for a platter of lobster and caviar or something similarly extravagant; for me it would be the ultimate comfort food spaghetti bolognese. But only cooked from my Mum’s recipe as I’ve never tasted anything that’s come close to how good it is.
In the North Hall at the Natural History Museum prepping for a prestigious gala dinner in the splendour of Hintze Hall.
Who are your foodie heroes?
I don’t really have any particular ‘heroes’ but I have a huge amount of respect for anyone that works in the London restaurant scene. We are so spoilt in this city with such high expectations and I find I am pretty rarely disappointed.
How has event catering as an industry evolved in recent times? What trends can you see in the future?
Event catering is constantly evolving; it goes hand in hand with London being such an incredibly diverse and ever-growing food capital where you can eat whatever you want, wherever you want. Catering is now all about designing bespoke menus and creating something distinctive and personal for each event, whether it’s a private individual or a corporate client. We have seasonal menus but our menu design team are involved in the vast majority of our events.
A launch event for Land Securities Westgate Oxford Shopping Centre. Working alongside By Word of Mouth we produced and designed the event around an Alice in Wonderland theme.
What is the one piece of advice you’d offer someone starting out in the events industry?
Find a part of the industry you can be passionate about. I didn’t go into events because I wanted to plan parties; I specifically went into event catering because I knew I wanted to work in a sector related to food, which I have always adored. If you don’t love your job in events I don’t think you will want to make a career out of it.
Watch our recent event film for the Westgate Oxford launch event with By Word of Mouth below.