Ghana’s events and wedding industry needs to move beyond creativity and place greater emphasis on business systems and professionalism if it is to compete globally, according to Abokuma Ellis, founder and CEO of Purple Twirl Events.

Speaking on the Asaase Breakfast Show on Friday (17 July) ahead of the Radiance Fair and Summit 2026, Ellis said technical talent alone was no longer enough to sustain businesses in the country’s growing creative economy.

“Your creativity will only take you so far. You have to hone the business part as well,” she said, adding that her long-term ambition is to help professionalise Ghana’s events industry.

The annual Radiance Fair, first launched in 2016, returns on 25 and 26 July at the Mövenpick Ambassador Hotel Accra, but this year’s edition introduces the Radiance Summit—a new knowledge-sharing platform targeting event professionals, photographers, videographers, caterers and other creative entrepreneurs. The event will feature business masterclasses, networking sessions, industry panels and a “solution room” where entrepreneurs can seek advice from experts in finance, customer service, human resources and business development.

Ellis, who studied botany at the University of Ghana before pursuing entrepreneurship, said her journey into event planning began while helping two friends organise their weddings during her final year at university. What started as a single opportunity eventually grew into Purple Twirl Events through referrals and social media.

She acknowledged that leaving a conventional career path was met with resistance, particularly from family members who hoped she would pursue law or medicine.

“My mum definitely wanted me to take that conventional path,” she recalled. “But I knew it wasn’t what I wanted.”

Sixteen years later, Ellis says entrepreneurship remains challenging, citing difficult business conditions, operational bottlenecks and the pressure of maintaining quality standards.

“I want to quit every year,” she admitted. “Working in Ghana is not easy.”

She said one of the industry’s biggest misconceptions is that event planning revolves around glamour, when in reality organisers constantly manage vendor delays, logistical hurdles and last-minute crises while ensuring clients receive seamless experiences.

Among the most demanding assignments her company has handled was coordinating a 600-person wedding involving about 300 international guests, requiring accommodation, transportation and guest management alongside the main event.

Despite the challenges, Ellis believes Ghana has the potential to become a leading destination for weddings, conferences and major celebrations across Africa if stakeholders collaborate more intentionally.

She said the Radiance Fair was created to provide a curated marketplace where prospective clients can meet verified vendors in one location, while the new summit aims to equip creative professionals with the business skills needed for long-term success.

This year’s fair will include live demonstrations, fashion runway shows, networking activities and exhibitions from carefully selected wedding and lifestyle brands, while the summit will offer practical sessions on marketing, customer service, contract management and content creation.

For Ellis, the measure of success goes beyond attendance.

“I want people to leave feeling that they found value and can apply what they’ve learnt immediately in their businesses,” she said.