– Commercial –
As a part of the Morning Lazziness sequence highlighting empowering girls who’re making a outstanding influence with their concepts, I had the pleasure of interviewing Paula S. Adams.
Paula S. Adams is a former business flight attendant with one of many UAE’s prestigious 5-star airways who has since remodeled her aviation profession into entrepreneurship. At the moment, she works as a VIP Flight Attendant on personal jets and as an Aviation & Enterprise Coach, whereas additionally main a enterprise that blends advertising, media, and aviation providers.
By means of her specialised aviation media and PR options, Paula helps aviation manufacturers and entrepreneurs look good, sound good, and keep trusted within the public eye. Together with her distinctive mixture of luxurious aviation expertise and strategic communication experience, she elevates fame, presence, and model authority—empowering shoppers to encourage confidence and stand out in a aggressive world trade.
On this interview, she talks in regards to the obstacles she’s overcome, the milestones she’s achieved, and the knowledge she’s gained alongside the way in which.
What’s the origin story behind your small business, and the way does it mirror who you might be past the entrepreneur title?
With 5 years hovering the skies as a Flight Attendant and Cabin Supervisor, from the bustling hubs of Abu Dhabi and Dubai to locations throughout the globe, I’ve had the privilege of serving each business (Etihad Airways) and VIP personal shoppers. At the moment, I mix my ardour for aviation and other people as a Freelance Company Flight Attendant for VIPs, whereas additionally working my very own on-line Aviation Enterprise Middle for over 7 years.
I assist airways and personal jet corporations, additionally not too long ago entrepreneurs from totally different sectors, like coaches, consultants, enterprise homeowners and extra, with Social & Digital PR Technique, PR Campaigns & Media Relations, which entails constructing robust media connections, pitching tales, and securing priceless press protection and in addition with Content material Creation & Storytelling, in crafting articles, options, and campaigns that seize the essence of luxurious aviation (for the aviation area of interest) and of on-line enterprise homeowners (in terms of the entrepreneurial sector).
One other priceless a part of my aviation media providers involves Company Communications Coaching – making ready executives, entrepreneurs and crew for media interviews, public talking, and model illustration – and Repute & Model Administration in shaping optimistic notion and dealing with delicate communications with discretion.
How did all of it begin? Whereas I’ve been navigating the skies and coaching groups behind the scenes, I’ve been constructing my model off the Western grid, all by referral, no social media. I’ve labored throughout cultural borders – coaching Chinese language executives in Enterprise English & world etiquette for greater than 7 years – additionally educated aspiring flight attendants worldwide, helped former crew transition into digital entrepreneurs, and continued flying as a VIP flight attendant.
I first constructed my presence within the Chinese language market again in 2018, the place platforms like WeChat, Weibo, and Xiaohongshu set the tone for my enterprise – not LinkedIn or Instagram. It labored superbly. Later, I shifted runways to Western media, and earlier than I even launched myself, I used to be featured in Journey + Leisure, HuffPost, Bored Panda, Newsweek, Parade, Tom’s Information, and syndicated by Yahoo Information – all with out a single social media put up, all with out hashtags, reels, or a social media presence. Simply experience, confidence, and a narrative price sharing.
Now, I take advantage of that very same media protection experience to assist aviation manufacturers and on-line entrepreneurs, like coaches, consultants, and enterprise homeowners, elevate their presence, fame, and belief via highly effective media and PR methods.
My enterprise was born out of a easy fact: I didn’t wish to select between my love for aviation and my ardour for mentoring and creativity. After years within the cabin, I noticed how a lot data, adaptability, and confidence flight attendants carry, and I needed to channel that into one thing larger. So I constructed an area the place aviation meets enterprise, the place I can nonetheless fly, nonetheless join with individuals, and in addition information others to jot down their very own success tales. Past the entrepreneur title, I’m somebody who thrives on progress, connection, and serving to others take off, each onboard or on-line.
Your work blends objective with enterprise — what’s the “why” that also will get you away from bed on robust days?
On robust days, my “why” is straightforward: turning goals into doorways. Whether or not it’s guiding somebody into their first cabin crew function, serving to a model in aviation shine on-line, or exhibiting former crew reinvent themselves in enterprise and getting media protection – seeing others rise retains me impressed to do the identical.
Many manufacturers provide comparable providers, however few seize hearts — what’s your secret to constructing deep emotional resonance together with your viewers?
It’s the combo of aviation precision, entrepreneurial coronary heart, and world perspective – as a result of whether or not in Abu Dhabi, New York, or on a non-public jet, individuals wish to really feel seen and valued. I’m a mix of first-class service and world experience, from business cabins to personal jets, the place I discovered join with individuals from each stroll of life. I don’t simply share providers, I ship experiences, formed by years in business and personal aviation, working with individuals from each nook of the world.
I’d add that my secret can be residing the story I share. From serving 5-star visitors at 40,000 ft to guiding aspiring crew and entrepreneurs on the bottom, I carry actual experiences, human connection, and a contact of cabin-crew heat into every part I do. Individuals don’t simply need providers, they wish to really feel seen, impressed, and brought care of and that’s the place the magic occurs. Briefly, I don’t simply share providers, I ship experiences, with the identical heat, class, and a spotlight to element that when welcomed visitors at 40,000 ft.
Turning each interplay into first-class service, the place individuals don’t simply really feel heard, they really feel at dwelling.
Like within the skies, it’s by no means simply in regards to the seat: it’s about how I make individuals really feel, and that’s what retains them coming again.
What’s been your best advertising technique, and might you stroll us via the artistic considering or risk-taking behind it?
My finest advertising technique? Whereas everybody else was busy constructing private manufacturers with hashtags, reels, and curated humble brags, I used to be busy constructing individuals. No algorithms wanted. Simply real outcomes that turned shoppers into strolling, speaking billboards. Actually, the one ‘viral’ factor in my technique has been phrase of mouth at 40,000 ft.
Constructing individuals as an alternative of simply constructing a private model nonetheless is my finest advertising technique. Whereas many had been chasing hashtags and reels, I targeted on empowering aspiring crew and mentoring ex-crew into entrepreneurs. After which aviation associated or simply world entrepreneurs into private manufacturers. The artistic threat was going in opposition to the pattern, which means no flashy on-line persona, simply real transformation. The consequence? A fame that markets itself, with shoppers changing into my finest ambassadors.
How do you hearken to your group — not simply in surveys or analytics — however in ways in which enable you to anticipate their unstated wants?
I pay attention by taking note of what’s not being mentioned. In aviation, you be taught to learn individuals – the look of a passenger earlier than they ask for one thing, or the hesitation of a trainee who’s not sure voice a query. I’ve carried that talent into enterprise. I search for patterns in conversations, the gaps in what individuals share, and the challenges they keep away from mentioning. As an alternative of solely counting on surveys or analytics, I have interaction in actual conversations, mentor periods, and suggestions loops that reveal these unstated wants. Anticipating them is about empathy, instinct, and expertise – listening between the strains.
Which marketing campaign, collaboration, or strategic shift felt like a real turning level in your model’s public picture?
The actual turning level wasn’t a marketing campaign or a paid collaboration; it was a shift. After I moved from the Chinese language market to Western platforms, I immediately discovered myself featured in Journey + Leisure, HuffPost, Newsweek, Parade, Tom’s Information, and extra. And right here’s the twist: it occurred with out followers, hashtags, or reels. Simply my story, experience, and confidence. That was the second my model picture remodeled – from being recognized in area of interest aviation circles to being acknowledged by world media.
In your personal phrases, how do you measure success past revenue, by way of legacy, affect, or cultural influence?
Success to me is measured in individuals, not revenue: the careers I’ve helped take off, the companies I’ve guided to thrive, and the belief I’ve helped manufacturers construct. That’s legacy.
Are you able to recall a second when a failure grew to become a narrative price telling in your press or model narrative?
One consumer as soon as noticed their launch flop: low traction, little buzz. As an alternative of hiding it, we reframed the “failure” right into a story about resilience and classes discovered. That vulnerability made their model extra relatable, and mockingly, the press beloved it. It turned a missed goal into a strong narrative of progress. In aviation phrases, it was a tough takeoff that grew to become the smoothest touchdown.
What’s a day by day or weekly ritual that retains you grounded and in contact together with your model’s mission, even when enterprise will get chaotic?
My ritual is straightforward however highly effective – I journal each morning. Only a web page on what influence I wish to create that day, who I can serve higher, and what I’m grateful for. It retains me grounded, jogs my memory why I began, and connects me again to my mission—as a result of when enterprise will get chaotic, readability is the most effective compass.
How do you method innovation in a means that makes your model each trend-aware and timeless?
I method innovation like I method aviation: at all times conscious of the newest know-how and tendencies, however by no means compromising the basics of security, service, and belief. For my model, meaning staying curious and agile sufficient to adapt to new platforms, however grounding every part in values that by no means exit of favor: excellence, authenticity, and people-first influence. That steadiness retains me trend-aware, but timeless.
Should you might go down just one piece of knowledge to the following technology of entrepreneurs, what wouldn’t it be and why?
If I might go down one piece of knowledge, it will be this: construct individuals, not simply manufacturers. Algorithms change, tendencies fade, however the abilities and confidence you assist somebody develop stick with them for all times – one thing they’ll refine, enhance, and broaden on, somewhat than by no means having that basis in any respect. Whenever you put money into individuals, you’re not simply creating progress for right now, you’re creating legacy.
Successful recognition in your trade is not any small feat — what behind-the-scenes determination or transfer do you consider made that potential?
Successful recognition wasn’t about luck, it was a couple of determination to guide with authenticity as an alternative of noise. Whereas others poured vitality into hashtags and reels, I targeted on constructing individuals, mastering my craft, and sharing a narrative price telling. That behind-the-scenes selection – to prioritize substance over visibility – caught the media’s consideration and made recognition potential.
How have public recognition, awards, or media options shifted alternatives in your model in sudden methods?
Public recognition and media options opened doorways I by no means anticipated. At first, I believed it will solely enhance my visibility in aviation – however immediately, I began getting approached not simply by airways and personal jet manufacturers, but in addition by on-line entrepreneurs: coaches, consultants, trainers, and enterprise homeowners who needed the identical sort of credibility and presence. The popularity became belief, and that belief grew to become new alternatives far past the aviation runway.
If somebody hears your identify or sees your work simply as soon as, what’s the one message or feeling you hope they depart with?
If somebody comes throughout my identify or work simply as soon as, I need them to recollect this: you don’t want hashtags, followers, or tendencies to make an influence: you want talent, substance, and the braveness to share your story.
The place’s the most effective place for our viewers to observe your journey and discover your work?
– Commercial –
