As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Paula S. Adams.
Paula S. Adams is a former commercial flight attendant with one of the UAE’s prestigious 5-star airlines who has since transformed her aviation career into entrepreneurship. Today, she works as a VIP Flight Attendant on private jets and as an Aviation & Business Trainer, while also leading a business that blends marketing, media, and aviation services.
Through her specialized aviation media and PR solutions, Paula helps aviation brands and entrepreneurs look good, sound good, and stay trusted in the public eye. With her unique mix of luxury aviation experience and strategic communication expertise, she elevates reputation, presence, and brand authority—empowering clients to inspire confidence and stand out in a competitive global industry.
In this interview, she talks about the obstacles she’s overcome, the milestones she’s achieved, and the wisdom she’s gained along the way.
What’s the origin story behind your business, and how does it reflect who you are beyond the entrepreneur title?
With 5 years soaring the skies as a Flight Attendant and Cabin Manager, from the bustling hubs of Abu Dhabi and Dubai to destinations across the globe, I’ve had the privilege of serving both commercial (Etihad Airways) and VIP private clients. Today, I combine my passion for aviation and people as a Freelance Corporate Flight Attendant for VIPs, while also running my own online Aviation Business Center for over 7 years.
I support airlines and private jet companies, also recently entrepreneurs from different sectors, like coaches, consultants, business owners and more, with Social & Digital PR Strategy, PR Campaigns & Media Relations, which involves building strong media connections, pitching stories, and securing valuable press coverage and also with Content Creation & Storytelling, in crafting articles, features, and campaigns that capture the essence of luxury aviation (for the aviation niche) and of online business owners (when it comes to the entrepreneurial sector).
Another valuable part of my aviation media services comes to Corporate Communications Training – preparing executives, entrepreneurs and crew for media interviews, public speaking, and brand representation – and Reputation & Brand Management in shaping positive perception and handling sensitive communications with discretion.
How did it all start? While I’ve been navigating the skies and training teams behind the scenes, I’ve been building my brand off the Western grid, all by referral, no social media. I’ve worked across cultural borders – training Chinese executives in Business English & global etiquette for more than 7 years – also trained aspiring flight attendants worldwide, helped former crew transition into digital entrepreneurs, and continued flying as a VIP flight attendant.
I first built my presence in the Chinese market back in 2018, where platforms like WeChat, Weibo, and Xiaohongshu set the tone for my business – not LinkedIn or Instagram. It worked beautifully. Later, I shifted runways to Western media, and before I even introduced myself, I was featured in Travel + Leisure, HuffPost, Bored Panda, Newsweek, Parade, Tom’s Guide, and syndicated by Yahoo News – all without a single social media post, all without hashtags, reels, or a social media presence. Just expertise, confidence, and a story worth sharing.
Now, I use that same media coverage expertise to help aviation brands and online entrepreneurs, like coaches, consultants, and business owners, elevate their presence, reputation, and trust through powerful media and PR strategies.
My business was born out of a simple truth: I didn’t want to choose between my love for aviation and my passion for mentoring and creativity. After years in the cabin, I saw how much knowledge, adaptability, and confidence flight attendants carry, and I wanted to channel that into something bigger. So I built a space where aviation meets business, where I can still fly, still connect with people, and also guide others to write their own success stories. Beyond the entrepreneur title, I’m someone who thrives on growth, connection, and helping others take off, both onboard or online.
Your work blends purpose with business — what’s the “why” that still gets you out of bed on tough days?
On tough days, my “why” is simple: turning dreams into doors. Whether it’s guiding someone into their first cabin crew role, helping a brand in aviation shine online, or showing former crew how to reinvent themselves in business and getting media coverage – seeing others rise keeps me inspired to do the same.
Many brands offer similar services, but few capture hearts — what’s your secret to building deep emotional resonance with your audience?
It’s the mix of aviation precision, entrepreneurial heart, and global perspective – because whether in Abu Dhabi, New York, or on a private jet, people want to feel seen and valued. I’m a blend of first-class service and global expertise, from commercial cabins to private jets, where I learned how to connect with people from every walk of life. I don’t just share services, I deliver experiences, shaped by years in commercial and private aviation, working with people from every corner of the world.
I’d add that my secret is also living the story I share. From serving 5-star guests at 40,000 feet to guiding aspiring crew and entrepreneurs on the ground, I bring real experiences, human connection, and a touch of cabin-crew warmth into everything I do. People don’t just want services, they want to feel seen, inspired, and taken care of and that’s where the magic happens. Briefly, I don’t just share services, I deliver experiences, with the same warmth, elegance, and attention to detail that once welcomed guests at 40,000 feet.
Turning every interaction into first-class service, where people don’t just feel heard, they feel at home.
Like in the skies, it’s never just about the seat: it’s about how I make people feel, and that’s what keeps them coming back.
What’s been your most effective marketing strategy, and can you walk us through the creative thinking or risk-taking behind it?
My best marketing strategy? While everyone else was busy building personal brands with hashtags, reels, and curated humble brags, I was busy building people. No algorithms needed. Just genuine results that turned clients into walking, talking billboards. Honestly, the only ‘viral’ thing in my strategy has been word of mouth at 40,000 feet.
Building people instead of just building a personal brand still is my best marketing strategy. While many were chasing hashtags and reels, I focused on empowering aspiring crew and mentoring ex-crew into entrepreneurs. And then aviation related or just global entrepreneurs into personal brands. The creative risk was going against the trend, meaning no flashy online persona, just genuine transformation. The result? A reputation that markets itself, with clients becoming my best ambassadors.
How do you listen to your community — not just in surveys or analytics — but in ways that help you anticipate their unspoken needs?
I listen by paying attention to what’s not being said. In aviation, you learn to read people – the glance of a passenger before they ask for something, or the hesitation of a trainee who’s unsure how to voice a question. I’ve carried that skill into business. I look for patterns in conversations, the gaps in what people share, and the challenges they avoid mentioning. Instead of only relying on surveys or analytics, I engage in real conversations, mentor sessions, and feedback loops that reveal those unspoken needs. Anticipating them is about empathy, intuition, and experience – listening between the lines.
Which campaign, collaboration, or strategic shift felt like a true turning point in your brand’s public image?
The real turning point wasn’t a campaign or a paid collaboration; it was a shift. When I moved from the Chinese market to Western platforms, I suddenly found myself featured in Travel + Leisure, HuffPost, Newsweek, Parade, Tom’s Guide, and more. And here’s the twist: it happened without followers, hashtags, or reels. Just my story, expertise, and confidence. That was the moment my brand image transformed – from being known in niche aviation circles to being recognized by global media.
In your own words, how do you measure success beyond profit, in terms of legacy, influence, or cultural impact?
Success to me is measured in people, not profit: the careers I’ve helped take off, the businesses I’ve guided to thrive, and the trust I’ve helped brands build. That’s legacy.
Can you recall a moment when a failure became a story worth telling in your press or brand narrative?
One client once saw their launch flop: low traction, little buzz. Instead of hiding it, we reframed the “failure” into a story about resilience and lessons learned. That vulnerability made their brand more relatable, and ironically, the press loved it. It turned a missed target into a powerful narrative of growth. In aviation terms, it was a rough takeoff that became the smoothest landing.
What’s a daily or weekly ritual that keeps you grounded and in touch with your brand’s mission, even when business gets chaotic?
My ritual is simple but powerful – I journal every morning. Just a page on what impact I want to create that day, who I can serve better, and what I’m grateful for. It keeps me grounded, reminds me why I started, and connects me back to my mission—because when business gets chaotic, clarity is the best compass.
How do you approach innovation in a way that makes your brand both trend-aware and timeless?
I approach innovation like I approach aviation: always aware of the latest technology and trends, but never compromising the fundamentals of safety, service, and trust. For my brand, that means staying curious and agile enough to adapt to new platforms, but grounding everything in values that never go out of style: excellence, authenticity, and people-first impact. That balance keeps me trend-aware, yet timeless.
If you could pass down only one piece of wisdom to the next generation of entrepreneurs, what would it be and why?
If I could pass down one piece of wisdom, it would be this: build people, not just brands. Algorithms change, trends fade, but the skills and confidence you help someone develop stay with them for life – something they can refine, improve, and expand on, rather than never having that foundation at all. When you invest in people, you’re not just creating growth for today, you’re creating legacy.
Winning recognition in your industry is no small feat — what behind-the-scenes decision or move do you believe made that possible?
Winning recognition wasn’t about luck, it was about a decision to lead with authenticity instead of noise. While others poured energy into hashtags and reels, I focused on building people, mastering my craft, and sharing a story worth telling. That behind-the-scenes choice – to prioritize substance over visibility – caught the media’s attention and made recognition possible.
How have public recognition, awards, or media features shifted opportunities for your brand in unexpected ways?
Public recognition and media features opened doors I never expected. At first, I thought it would only boost my visibility in aviation – but suddenly, I started getting approached not just by airlines and private jet brands, but also by online entrepreneurs: coaches, consultants, trainers, and business owners who wanted the same kind of credibility and presence. The recognition turned into trust, and that trust became new opportunities far beyond the aviation runway.
If someone hears your name or sees your work just once, what’s the one message or feeling you hope they leave with?
If someone comes across my name or work just once, I want them to remember this: you don’t need hashtags, followers, or trends to make an impact: you need skill, substance, and the courage to share your story.
