Today we’d like to introduce you to Leti Purcell (founder)
Hi Leti, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Some things are meant to happen. Some teams are meant to be built.
Anava wasn’t born from a business plan or a long-term strategy. It was born from a moment–an event that required something bigger than just execution. It needed a team, a synergy, a vision. We pulled together talent across marketing, social media, production, photography, and videography. Each person brought their expertise, but what we didn’t expect was how seamlessly we would work together.
There was no hesitation, no egos–just a shared commitment to excellence. And when the event ended, I realized something: this wasn’t just a team for one moment. This was the foundation of something bigger.
By the summer, the decision was clear. What we had built needed a name, a home, and a future. Anava was born. The name Anava is deeply rooted in Samoan heritage, drawn from the ‘anava, an ancient ceremonial weapon symbolizing victory, resilience, and the spirit of the warrior. Like the ‘anava, we–as Samoans, as women, as creators and visionaries–carry the weight of our heritage with pride. We are warriors in our own right, forging paths in spaces where our voices are heard and our influence is felt. Anava is not just a production company, but a force. A collective of powerful, talented women who don’t just create events; we craft experiences, tell stories, and set new standards.
Anava is more than a company. It is the result of trust, collaboration, and a relentless pursuit of excellence. And this is just the beginning.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Every great story comes with its challenges, and Anava’s journey was no exception. In the very beginning, our biggest obstacle was building something from the ground up while still proving our value. We had the talent, the vision, and the work ethic–but we were stepping into an industry where experience and reputation often outweigh potential.
Another challenge was the transition from a one-time collaboration to a full-fledged business. It’s one thing to work well together for an event; it’s another to build a sustainable company. That means learning the ins and outs of business operations, defining roles, setting expectations, and ensuring that our creative synergy didn’t get lost in logistics. And while we are still in the early stages of building Anava, our foundation is strong. We continue to navigate the challenges of growth, balancing creativity with business, and refining our process with every project. One thing remains certain–we are here, we are building, and we are just getting started.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
At Anava, we believe that every project is more than just an event–it’s an experience, a story, and a moment that deserves to be brought to life with intention and excellence. Our work is rooted in collaboration, creativity, and precision. From marketing and social media strategy, photography and videography to conceptualizing and designing a production, we take pride in crafting seamless and impactful experiences. Whether it’s a corporate event, a cultural celebration, or a personal milestone, we approach every project with the same level of dedication and attention to detail. Beyond the logistics and execution, our work is about people. It’s about telling stories, building connections, and leaving lasting impressions. We don’t just organize events–we create moments that matter.
In addition to bringing our clients’ vision to life, we are also stepping into a new chapter: producing our own events. Anava is not just a service provider; we are curators of experiences, shaping spaces where people can connect, grow, and be inspired. Our first initiative reflects this vision–an event centered around “Women Who Know They are Meant for More.” This gathering is designed to empower women at all stages of life, whether they are launching businesses, finding their path, or seeking personal growth. It’s a testament to what Anava stands for–breaking limitations, elevating voices, and creating spaces where stories are told. As we continue to grow, we remain committed to refining our craft, pushing boundaries, and delivering excellence in everything we do.
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
The event production and creative services industry is evolving rapidly, with a growing demand for immersive experiences, high-quality content, and strategic brand storytelling. Businesses, organizations, and individuals are no longer just looking for event planners–they want teams that can integrate marketing, social media, visual storytelling, and seamless execution to create lasting impact.
Anava is positioned at the intersection of these trends. As the industry shifts towards experience-driven events, digital content integration, and audience engagement, we are uniquely equipped to deliver innovative solutions. Our ability to provide a full-service approach–covering production, branding, photography, videography, and social media–gives us a competitive edge in a market that values creativity and efficiency.
The rise of women-led businesses and the increasing recognition of diverse, purpose-driven storytelling present a strong opportunity for Anava. Consumers and brands are seeking authenticity, and our team, rooted in culture, connection, and empowerment, is poised to meet that demand. As we continue to grow, we are not only delivering high-impact events for our clients but also launching our own initiatives. By producing purpose-driven events, we are setting the stage for meaningful connections, empowerment, and a new standard in event production.
Anava isn’t just following industry trends–we’re carving out our own path and setting a new standard for intentional event production.
Contact Info:
- Instagram: https://instagram.com/anava.productions
- Facebook: https://www.facebook.com/profile.php?id=61572395227747
