I am originally from Egypt. Egyptians love to socialise and get together for big family meals! Throughout my childhood, my mother loved hosting high teas, birthdays and special occasions. I saw the care she put into every detail. Laying out the cutlery, baking special cakes, and preparing meals to suit each occasion she organised.
Growing up in Kuwait with International British schooling, I was fascinated by other cultures and all the different ways they celebrated. That love of celebrations stayed with me. I moved to Australia in 2003, I started work at the UAE Embassy in Canberra. I threw myself into embassy life: the people, the protocols and the colourful functions.
When I had my first child, it all came together. At birthday-party time I was in my element. Friends started asking me to organise their hens’ nights, baby showers and weddings. What seemed like a headache for them felt like play for me!
Later, I looked after events at the ANU’s School of Music and ANU’s International Student Exchange Program. I organised recitals, orientation days, student socials, exchange fairs, music for graduations, and the musical element for events around Canberra. What I loved most was seeing an event run perfectly, and hearing the feedback: ‘You make it all seem so easy.’ ‘Your attention to detail is amazing.’ ‘That was very well organized.’ ‘What a great event!’
I saw a need for personal hands-on-help — whatever the event’s scale and style. Large or small, loud or intimate, official or casual, I want my clients to feel they can just relax. Because they know their event is in good hands.
That’s the End2End story. I bring a lifetime of passion and experience to every event I organise. I’m inspired by everything I learned about celebrations from my mother and every event since…