Why Grace Dagher Walked Away

A few years ago, I made the decision to walk away from a part of the events industry that didn’t feel right anymore.

Not because I wasn’t good at it.

But because I couldn’t fake it anymore.

There was this constant pressure to perform — to make everything look perfect even when it wasn’t.
To chase trends instead of meaning.
To sell chaos dressed up as creativity.

But I didn’t get into this to perform.
I came in to lead.

So I stepped away — from surface-level noise, from glorified stress, from events that looked beautiful but didn’t move people.

And I chose something slower. More strategic. More aligned.
Not everyone understood it.

But the right people did — and still do.

Since then, I’ve built an agency that doesn’t just design pretty moments.
We build momentum.
We work backwards — from the outcome you want, the feeling you need, and the legacy you’re trying to create.

Because the best work doesn’t happen under pressure.
It happens in preparation.

Right now, most businesses are still thinking about their spring events.
They’re focused on styling, florals, entertainment — but they’re forgetting the strategy.
And by the time they’re ready to act, their ideal audience is already being invited to something else.

In the UAE, the smart brands are already locking in Q4.
In Sydney? We’re still waiting for inspiration.

I work with brands who want to lead — not just join the season, but shape it.
And if that’s you, I want to tell you this:

Spring doesn’t reward the loudest voice.
It rewards the one who was ready first.

Need an event that answers culture, visibility, and ROI? Let’s talk.

— Grace Dagher
CEO, GD Events Group

Want strategy that moves people — not just entertains them?
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Why Attendance Is a Poor Measure of Corporate Event Performance

By Grace Dagher • January 21, 2026

Attendance is often mistaken for success in corporate events. In practice, it reveals little about performance, engagement, or commercial value.

Many corporate events look impressive yet fail to deliver outcomes. Here’s why aesthetics alone rare

Why Beautiful Corporate Events Often Underperform

By Grace Dagher • January 14, 2026

Many corporate events look impressive yet fail to deliver outcomes. Here’s why aesthetics alone rarely translate into engagement, momentum, or ROI.

Strategic corporate event design focused on guest experience, engagement, and measurable business

Designing Rooms That Actually Work

By Grace Dagher • January 7, 2026

Discover how intentional experience design transforms corporate events from attendance-focused gatherings into environments that drive engagement, connection, & business outcomes.

The 12 Days of Come & See Christmas: A Night Built for Real Connection

By Grace Dagher • December 3, 2025

There’s something about December that softens people. The lights, the warmth, the way conversations loosen… People step into rooms a little more open, a little more willing to see and be seen. That’s why Come & See Christmas exists. Not as another seasonal catch-up, not as a noisy room filled with polite smiles — but as a place where people meet the right people at the right time… and walk out with something real. This year, we’re celebrating it with The 12 Days of Come & See Christmas — Twelve small windows into what the night will deliver. You’ll meet our partners — the scent, the sound, the flavour, the artistry, the technology… the people who help bring this experience to life. You’ll discover the moments we’ve crafted — a networking nudge here, a Christmas “ah-ha” moment there, a golden ticket from Sisterly Bites tucked in between conversations. And yes… you’ll hear whispers of a very special guest: Mario Malik . Why he’s coming? Well, you’ll find out on the night. But I’ll say this — if you’re walking into 2026 wanting clarity, confidence and connection, you’ll want to be in this room. Tickets are moving. Your seat is waiting.