In 2012 we're all about advanced technology, we're taking a step into the future," said Pixie Du Coudray as we sit and chat in her Flagstaff home. This year marks 12 years for the media mogul of sorts, who has become a pioneering force in the creation of the "brand girls" as a staple part of every event today. The former Carnival queen, cum news anchor, television host and public relations officer, created her business -Fana Enterprises (1979)-where she started off opening a video club and Play Whe booth in the earlies. "I was asked by Colin Murray to be the promotions co-ordinator for Carib Brewery. Whenever we had events, patrons who drank a certain amount of beer would be given a token by the bartender. I then thought it would be a good idea to include some beautiful girls to hand over these tokens to the patrons," she explained. Providing the service under Fana Enterprises, Du Coudray's inaugural year was themed Indians, Sailors and Red Devils. Looking back more than a decade later, she concurs that these "girls" have become more than a bevy of
Beauties at a party.
"They've gone from promotional girls to brand ambassadors. The company relies heavily on the brand ambassadors because they are the face and image of the product," Du Coudray opined.
The young women who eventually become part of Pixie's promotional "girls" go through a process to be chosen. "They send their picture and information and I then I conduct an interview with them. Something must jump out at me. It's a look or an attitude that appeals to me," said Du Coudray.
They then undergo intense training sessions that help refine them in terms of modelling, make-up artistry and elocution. Recognising the importance of these traits from her days at finishing school in England, Du Coudray ensures that they are trained well under the mentorship of Peter Elias, Adrian Raymond and Lester Rauseo.
Du Coudray is also keen on dispelling some popular myths about her "girls." "First of all they are not loose and easy," she stated emphatically. "They are not only pretty girls with nice hair and bodies. They are university students who are well trained and professional," Du Coudray iterated. The young women, who range from 18 to 23, must be pursuing a university education where they use their earnings to support themselves through their academic tenure. Those who are first selected are given basic tasks such as giving out samples at supermarkets and tokens at events. As their confidence rises, they are then exposed to bigger events, with the highest level being the "corporate girls," who attend elite corporate functions, where they may assist in award ceremonies.
For Carnival 2012, Du Coudray's "girls" have been hired for approximately 100 events and parties and certainly balance a hectic schedule. Their routine includes meeting and changing at Du Coudray's home in Flagstaff, Long Circular, and going to the event accompanied by Du Coudray, supervisors and security.
Du Coudray, who keeps a watchful eye at events, said: "I read the crowd and see how best I can make their presence felt. I know what to do, how to do it and when to do it," she said. Du Coudray describes herself as a "life coach" to these young women and says her relationship with them is an interesting one. "It's a love hate relationship. "I am very strict because the client pays good money and the girls must give value for it. As soon as they put on their outfit, the girls leave their baggage at the door," Du Coudray said. The events and public relations entrepreneur said she was proud of all the young women who have passed through her company, boasting that five had now established their own promotional agencies. "I've evolved over the years. I've done everything but I don't want to retire and die. I just want to take it one year at a time," she concluded.