Adele in her heyday at ALP's offices
I worked directly for her sister, Diane Valentine who mentored me and taught me a whole new career of the 'how to' in the world of PR. We worked on exciting projects like The Soweto Homemakers Festival, (when no white person would be seen dead or alive in the riot-wracked township south of Johannesburg in the dark days of Apartheid SA), but Adele was determined to bring a bright light of normalcy to the residents of this violence-ridden area. This event still runs in Soweto today.
She was a trailblazer all her life and earned the respect of all who knew her. She was one of the first to purchase a grand old Saxonwold home on busy Oxford Road and turn it into her corporate headquarters. Many a fabulous party was held on the spacious front lawns with French doors leading from her office into the festivities.
She worked with some of the best in the world, including Sol Kerzner, before anyone knew who he was and who is now the international hotel magnate and creator of Atlantis in the Bahamas, The Lost City at Sun City, Dubai Atlantis and the highly exclusive One and Only group of hotels. Sol was recently knighted by Queen Elizabeth II. Adele would be proud. She always quoted Sir Kerzner as saying, "No publicity is bad publicity" and I still believe that today. "It's when they stop talking about you, that you need to get worried."
My time at ALP also included Anglo American's property launch for the new Fourways Gardens development - where we delivered live Olive Trees in large pots to the press as an invitation! I learned first-hand from both of them, how challenging, frustrating and exhilarating the world of PR could and would be. Both women gave me skills and tools that were universal and many of which I still use on a daily basis.
They encouraged me to start my own business and were always supportive and caring of me through the years - something that was unusual then and now - and I remained friends throughout all that time and still remain in contact with Diane in South Africa now. I share in her grief and disbelief at the loss of such a wonderful and bright light in our lives. It was them who gave me the name "Dy", so as not to be confused with all the other Di's in the company!
Other projects that come to mind are the launch of a ritzy new night club called 'Jagger's' which drew about 600 of Johannesburg's most stylish people and front page press of the Sunday paper of Sol and Miss World Anneline Kriel .....and also some rather dodgy restaurants that were eager to work with us!
Adele was well-known for her signature red hats and red lipstick and she would light up a room with her laugh. I will always remember the huge oil portrait of her by Richard Cutttler in the reception area of the house in signature hat and lipstick with her gorgeous bob of blond hair. She could enthuse even the most dour client with excitement for an event or launch she was planning.
Long before it was fashionable, she provided a full cooked meal for all her staff in the boardroom every day - a time to discuss clients, brainstorm new ideas for a project and generally relax - it was a grand place to work. Mary cooked us a fine meal everyday and we devoured it all. Cooking smells would permeate the whole house each morning and drive us mad.
I have often dreamed of re-creating such a place of my own and may even be inspired to do it soon! Hambe Gahle, Adele! Go well, and see you soon at the big party when we all meet again.
Diane Valentine and Adele Lucas recently in South Africa
