When it comes to crafting the most luxurious and unforgettable experiences, Ayla Events has become synonymous with elegance, innovation, and purpose. At the helm is Reem Samawi, CEO and visionary, whose passion and expertise in curating world-class events have positioned her brand among the most respected in the industry. Enigma’s Reham Adel had the opportunity to get to know more about the powerhouse behind this leading institution.
From non-profit galas and veteran tributes to ultra-private diplomatic gatherings and celebrity soirées, Ayla Events specialises in creating moments that connect people and leave a lasting impact. “My non-profit and veteran events are very close to my heart,” Samawi shares. “They require a deeper level of commitment, and we want every event we produce or support to have a purpose beyond glamour.”
Her team’s impressive portfolio spans Oscar galas and international fashion weeks to cultural showcases, including Enigma’s 12th Celebration of Arab Glamour & Success in Beverly Hills. “It was a wonderful experience,” Samawi recalls. “The red carpet, the awards, the visionaries; it was old Hollywood charm blended with modern Arab elegance. It exceeded our expectations, and that’s not easy because I’m very critical of my own events.”
Samawi’s vision is clear: to create extraordinary, high-end experiences that elevate individuality and foster meaningful connections across cultures and industries. As a proud Jordanian-American, she credits her passion for hospitality to her roots. “Hosting is in my genes,” she says with a smile. “But my love for luxury came from recognising its value and the opportunities it creates when you bring world-class service to the right audience.”
Her approach to partnerships reflects the same precision and intention. Every collaboration is carefully curated based on shared values, credibility, and prestige. “We only work with brands that align with our standards of elegance and innovation,” she explains. “Our very name, Ayla, All Your Lavish Affairs, reflects our philosophy.”
One of Ayla’s most remarkable partnerships is with Perduret, the sparkling honey wine hailed as “the new standard in fine luxury bubbly.” Unlike champagne, Perduret is made from sustainably sourced wildflower honey, offering a smooth, layered complexity that grapes simply cannot match. Its environmental impact is revolutionary as it requires no vineyards, pesticides, or irrigation, and boasts an unlimited shelf life, making it a sustainable luxury for generations to come.
The collaboration between Ayla Events and Perduret began organically at a non-profit event where both brands were featured. “We connected immediately,” Samawi recalls. “Dale Pearson, one of Perduret’s co-founders, was there, and we bonded over our shared commitment to supporting veterans. From there, it became clear that our brands complemented each other.”
At Enigma’s Arab Glamour & Success, guests were treated to Perduret’s sparkling saccharo and discovered why it is redefining the meaning of luxury. “Offering our VIPs the chance to taste and take Perduret home is part of how we showcase exclusivity,” Samawi explains. “Luxury is about experience, and Perduret is the perfect embodiment of that.”
The Ayla Events–Perduret partnership signals the dawn of a new era in luxury events, where innovative, visionary brands are reshaping standards once dominated by large corporations. Together, they are proving that quality, creativity, and uncompromising values matter far more than scale. Looking ahead, the partnership is set to grow, with Perduret featured in hotel bar services and prestigious gifting suites for the Emmys, Oscars, and beyond.
And if there is one message that Pearson and Samawi want the world to remember about Ayla Events and Perduret, it is this: “We never compromise on quality, on integrity, or on vision. We are here to support the artists, brands, musicians, designers, and creatives who are shaping the future. This is a new era of luxury, and together, Ayla Events and Perduret are leading the way.”