Kim Einhorn – Party planning extraordinaire

Kim Einhorn knows the secret to throwing a good party.  And as one half of Theme Traders, party planners to the stars, she’s not afraid to share it.  “Every party should have a wow factor, bearing in mind that the first impression is the one that ultimately counts,” she insists.

Kim and her brother David Jamilly set up the party planning company twenty years ago, after a successful stint as children’s entertainers.  “I would dress up as a red elephant and David as Spaceman Sam,” laughs Kim.  “We used to charge £250 for a children’s party, which would include the entertaining, food, balloons and the decorations.”

The parties were an instant hit, and soon after, Kim received a call from an acquaintance at breakfast show TV-AM, asking if they could organise a big fairground themed party in Alexandra Palace.  Naturally, she jumped at the chance, even though Theme Traders had no previous experience of staging an event on a large scale.

“This was by far the one job we are most proud of.  We love all our clients but to work for The Queen was amazing.  The five areas were based on children’s literature, so we built Mr Macgregor’s garden from Peter Rabbit, and even put pirate boats on the lake.”

“I agreed to do everything from the flowers to the decorations and even the fairground stalls, which David and I built in my garden.  We really didn’t have a clue at the time,” she laughs.

But Kim’s impulsiveness paid off.  The party was a big success and paved the way for Theme Traders to become a viable business.  “I realised this could work, so we would put an offer in for an old dancehall in Cricklewood to store our ever-growing supply of props.”

A couple of years later, Kim and David also bought another acre site in London with 11 warehouses, a farm in Bedfordshire and a plant in Scotland.  The pair’s determination and perseverance to create an exclusive party planning and production company paid off. 

Theme Traders is now a multimillion pound business, with 30 full-time staff organising events and parties, plus hiring out props and stages to other event companies and TV programmes like The Paul O’Grady Show and The X Factor. 

Their impressive ever-growing client list includes Virgin, Iron Maiden, Elton John and even The Queen, for whom they designed and themed five areas in Buckingham Palace’s gardens for her 80th birthday celebrations.

“This was by far the one job we are most proud of.  We love all our clients but to work for The Queen was amazing.  The five areas were based on children’s literature, so we built Mr Macgregor’s garden from Peter Rabbit, and even put pirate boats on the lake,” she smiles.

At one point, lavishly themed parties kept Theme Traders going, but as the economy quickly ground to a halt as a result of the banking crisis, people’s attitudes to playing hard changed.  Fortunately, Theme Traders was prepared for the recession that followed.

“We’ve actually started to knock on the doors of markets we've not been involved with before… and I think it’s that which has kept us in good stead through the recession.”

“We got ourselves organised in advance.  We understood that a recession was inevitable so we began by adapting a lot of things, like our staff levels and our buying.  We changed a lot of things because before the recession, the credit crunch had given us a taste of what was going to happen,” explains Kim.

The recession also gave Theme Traders the opportunity to break into new, previously unchartered waters.  “We’ve actually started to knock on the doors of markets we've not been involved with before. 

“We used to more or less concentrate on party planning, theming and decorations for events, but in actual fact when you do a permanent installation, or an exhibition, then all you’re doing is an area for a longer period of time.  It’s a different hat and I think it’s that which has kept us in good stead through the recession.”

And the parties are still continuing but on a more modest scale.  “Lots of the big corporations are no longer having the flashy parties in hotels.  Instead, the parties are taking different shapes now.  They often take place in the office now and on a much smaller scale and budget.  They are not so ostentatious any more.”

Kim admits preparation is key to the success of an event, regardless of the size.  And although the business is very much part of her, she has learnt to let go and relax because ‘of the terrific team of people’ she has.

“We have such a strong team that it takes the pressure of David and I.  It’s fantastic because now we’re at a point where we can concentrate on other things that are also important to us.”

For example, the pair often visit universities to talk to students about event planning, with David even travelling as far as Australia to give lectures. 

With Christmas just around the corner and with more than 60 events to deliver before then, Kim isn’t fazed.  In fact, she’s looking forward to the challenge.  And after all the parties have wound down, she’s got skiing in Italy with her husband and brother to enjoy.

How to host the perfect Christmas party 

• Create a to-do list and stick to it!
• Decide on a budget and don’t try and cut corners at the last moment as something will suffer – be realistic from the outset
• Have a wow factor at the entrance.  Think huge flaming torches, a red carpet or maybe some meet and greet performers.  If you bring a smile to your guests’ faces as they enter, you’ve won already
• Plan the event based on the profile of your guests, which means bearing in mind all ages. Young people may like to dance whereas older guests may enjoy a flutter at the fun casino
• Create a stylish chill out area, low tables, funky sofas and mood lighting, and remember all five senses.  Everyone targets the easy ones, sight and hearing, but textures and smells should also be carefully considered as powerful event element.  Consider using scented florals, aroma machines and fragrant foods.  Different textures are great for table cloths, crushed velvets and satins add a richness to all parties.

For more party tips and ideas, Theme Traders have published Party, a book which will help during the planning stages of any event.  Available at www.themetraders.com, Amazon or most good bookshops.

By Rupa Sudra