Parama “Nam” Raiva
Senior Brand Manager, S&P
The last time Prestige chatted with Parama “Nam” Raiva a few years ago, she had just returned from Ethiopia, and was busy promoting Cake Studio and SNP HQ, the trendy, photogenic ‘sister’ of the classic family-favourite chain, S&P. Twenty-nine year-old Nam joined her family’s business behemoth, S&P, after studying Ceramics Design at Central Saint Martins. Since then, she has been involved in the innovative development of the original S&P business, as well as cake design, and other areas of business development. This June, she looks forward to unveiling a new cake brand. “Right now, we’re going to a new location and I’m starting a new brand. I’m still doing the SNP Cake Studio with custom cakes, but [with this new location] we’re targeting a different market. It’s custom, premium cakes, with a minimal style,” she reveals. Customers will also be able to see the entire cake-making process, as well as join cake-related workshops. Though she reveals she’s wary because of the timing, she is also game for the challenge. “It’s actually a good time, maybe, in a different way, to start something, to test your skills,” she says. In a regular situation, she explains, she wouldn’t be able to try out new things. Having an obstacle in the way, “makes me think about the ways I could overcome it, to test different things, and to try out different directions.” Nam says her style is “minimal, sophisticated and simple”. Her typical workday look is a combination of denim, a black, white or navy blazer, white trainers and T-shirt. “It’s in between casual and formal,” she says. A few pieces of simple jewellery completes her look. “Normally, I wear gold jewellery. I wear very minimal colours – black and white or monochrome – so with jewellery I tend to go for gold or rose gold, to give it a bit of a pop,” she says. “The Prima collection from FOPE jewellery is something I could wear every day, whether I’m dressed up or dressed down. It’s perfect for every occasion and suits my style.” For Nam, taste is subjective and comfort is supreme. “Good taste is different for everyone,” she says. “Someone’s tastes might be different to yours.” “Good taste is whatever makes you feel comfortable and confident, when you’re wearing something or doing something. Good taste doesn’t have to be clothing. It can be your lifestyle, or your experiences.”
“GOOD TASTE IS WHATEVER MAKES YOU FEEL COMFORTABLE AND CONFIDENT, WHEN YOU’RE WEARING SOMETHING OR DOING SOMETHING”