'Infinite Events Manila started as a bazaar organizer. I wanted to continue my passion for supporting small businesses by giving fellow entrepreneurs a platform to showcase and to market their products through our bazaars inside the malls.' WOMEN are known for their resilience, steadfastness and perseverance.
' Infinite Events Manila started as a bazaar organizer. I wanted to continue my passion for supporting small businesses by giving fellow entrepreneurs a platform to showcase and to market their products through our bazaars inside the malls.
' WOMEN are known for their resilience, steadfastness and perseverance. Whether brought about by biological, social or psychological factors, women have been regarded as having this innate ability to cope and bounce back from adversity, big or small. Sandra Sediaren Gomez, CEO of Infinite Events Manila, is one such resilient, steadfast and persevering woman. Gomez started Infinite Events Manila, an events and design company, in 2019 after a falling out in the family. But despite this, the desire to strive hard and to aspire for her family have given her the grit, courage and determination to succeed. While starting the company did not come in handy, she sought for heavenly signs as to what would be her next steps in life. 'I took the leap — and I guess the answer was yes, because many good friends supported me from the beginning. It was rough at first, but everything eventually fell into place. That is why I truly believe in the saying, 'If it's meant for you, it's meant for you,'' Gomez recounted. 'Infinite Events Manila started as a bazaar organizer. I wanted to continue my passion for supporting small businesses by giving fellow entrepreneurs a platform to showcase and to market their products through our bazaars inside the malls,' she said. 'Over the years, her company evolved into an events, design and fabrication company. This allowed me to bring our creative ideas to life through our production services. 'Today, Infinite Events is known not just for organizing bazaars but also for decorating malls and providing eye-catching seasonal installations,' she proudly beamed. When she was starting out, small opportunities came one after the other, and soon, Infinite Events was present in multiple malls. One key milestone was when clients began trusting them beyond organizing the bazaars. Clients started asking Gomez and team to create creative photo walls, which opened doors for them to explore event styling and designing. 'What began with just two malls grew into seasonal installations for 10 malls, quite a huge step that marked our growth as a design and fabrication company,' she happily shared. Just like other companies, Infinite Events was not spared from issues. Setting up the business was a challenge in itself, especially when she did not have the same resources and or support she once had. 'In the beginning, I did not have a team nor did I have a system. I had to learn things the hard way. But I pushed through by staying focused, being hands-on and surrounding myself with people who believed in me.' She narrated that another challenge was showing how to prove their capability in a competitive industry. 'We were not a big name yet, so we had to work twice as hard to earn the trust of our clients. I coped by making sure every project — no matter how small — was executed with passion, creativity and attention to detail. That built our reputation over time,' she said. She only had five people at the very start, but the company has grown with 25 regular employees and a backup of 20 to 40 project-based staff depending on the size and scope of the projects awarded to Infinite Events Manila. Even if the team is lean and mean, Gomez's management approach has always been hands-on and people-focused. 'I believe in leading by example and staying involved in both the creative and operational sides of the business. I made it a point to listen to my team, value their inputs and make them feel they are truly part of the bigger picture.' Everyone is treated like family in Infinite Events Manila. 'I like to treat my team with a heart — with empathy, patience and understanding. When people feel seen and supported, they do their best in work. At the same time, I encourage accountability and initiative, because I want them to grow alongside the company and to take pride in what we build together.' Adapting to changing times, especially with digitalization, has been a continuous learning process for Gomez and her team. She said that she put in painstaking research as to how to grow their online presence through social media. She said that social media has allowed them to reach a wider audience and to showcase their work more effectively. 'We attend seminars and training sessions to stay updated with trends, new tools and industry best practices. Being open to learning and evolving has helped the business grow and stay relevant in a fast-changing environment,' she added. But there is no stopping Gomez in climbing up the ladder of success. 'My vision for Infinite Events is to become one of the most trusted and innovative design and events companies in the country — known not just for our creativity but also for the heart we put into every project.' 'I want us to continue creating meaningful experiences, supporting small businesses and transforming spaces through our designs.' In the end, she hopes to expand their reach, build a bigger team, and inspire more creatives and entrepreneurs to dream big and do what they love. In the meantime that Gomez is improving her business, she has managed to create Sandra's Food Corp., offering catering services to clients during the pandemic. She thereafter concocted Perfect Bites for chocolate snacks; Makiko for Japanese food concept; and San Rafael for catering services. According to Gomez, what brought her to expand the business was a mix of passion, opportunity and the trust of clients. 'As we consistently delivered quality work, more clients started to approach us with new challenges — from photo walls to full-scale mall decorations to catering requirements. This kind of trust from our clients motivated me to push our limits and to explore what more we could offer,' she said. 'Expansion wasn't just about getting bigger — it was about evolving, improving and staying true to our purpose of creating meaningful, impactful experiences,' she said. In the next five years, she foresees Infinite Events as a full-service creative agency — one that handles not just events, design and fabrication, but also events production, digital content creation and experiential marketing. 'I also hope to work with more brands and malls nationwide, and eventually, explore opportunities internationally,' she said. 'To achieve these goals, I'm continuously improving our systems, investing in the right people, and strengthening our creative and production capabilities. I also plan to build more partnerships, attend industry training and stay updated with trends to make sure we continue staying ahead,' Gomez added. She credits her accomplishments to the many mentors from the industry. 'I did not have just one mentor, but I have been lucky to learn from different people along the way — clients, industry peers, fellow creatives and even close friends who supported me from the very beginning. Their encouragement and insights helped shape the way I approached my business,' she said. One of the greatest things she has learned from these mentors from the field is to stay true to her values, to trust the process and to never stop learning. Her Management Information Systems course from Ateneo de Manila University must have further honed her to become efficient and to be meticulous with details. 'I have always believed in putting your heart in everything that you do — whether it is creating a design, managing a team or working with clients. The personal touch makes all the difference,' she said. She has also learned how to turn problems into opportunities. 'Challenges will always come, but I try to face them with a positive mindset and see what I can learn or create from each situation.' Her faith in God was a motivating factor for her. 'I never forget Him — through the ups, the downs and every success. He has been my source of strength. I truly believe none of this would have happened without His guidance and grace.' All these values are being passed on to her children Bea and Gian. This early, she has been mentoring her kids whom she is trying to expose to the rudiments of the trade. 'I want them to see how events are planned and are executed. At the same time, I want my children to appreciate hard work, determination and creativity. 'It is important for me that they learn not just the business side but also the heart behind what I do. I hope that one day, if they choose to, they will feel inspired and confident enough to pursue their own passions — whether in this field or any path they wish to undertake,' she said. Quick questions What is your greatest fear? My greatest fear is getting sick. As someone running a business and taking care of my family, I know how much people rely on me — my team, my kids and our clients. I am always on the go, so the thought of being unable to function or to take care of everything really scares me. That is why I try to take care of my health as much as I can, even if it is not always easy. I have learned that health is everything — without it, I will not be able to do what I love or be there for the people who matter most. What really makes you angry? What really makes me angry are liars. I value honesty so much, both in business and in my personal life. I believe that no matter how difficult the truth is, it is always better than being misled or deceived. What motivates you to work hard? What motivates me to work hard is my family — especially my kids. They are my biggest source of strength and inspiration. I want to show them that with determination, faith and heart, you can build something meaningful from the ground up. I am also driven by the passion I have for what I do. Seeing our work come to life, making clients happy and watching the business grow — those moments remind me why I started. Every challenge becomes worth it when you know your purpose and who you are doing all of these for. What makes you laugh the most? Simple jokes already make me laugh! I enjoy funny movies, light conversations and watching stand-up comedians. Sometimes even corny jokes make me laugh aloud. What did you want to be when you were a kid? Doctor What would you do if you won the lotto? Buy a warehouse, machines that we need and build a charity. If you could share a meal with any individual living or dead, who would they be. My mom and dad. What is the most daring thing you have ever done? Starting Infinite Events and renting two warehouses at the same time. What was the last book you read? 'The Art of War' Which celebrity would you like to meet for coffee? Alice Eduardo What is one thing you would never do again? Ignore my instincts. Where do you see yourself in the next 10 years? In the next 10 years, I see myself leading a well-established creative company that is known not just locally but hopefully internationally as well. I envision Infinite Events growing into a full-scale agency — producing bigger projects, mentoring young creatives, and constantly pushing the boundaries of design and experiences. Personally, I hope to have more balance — doing what I love while also having more time with my family.
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