Haven’s Kitchen in Manhattan, New York was aflutter last Monday at the private preview dinner for the soon-to-be re-launched, exclusive, by-invitation-only web community ASMALLWORLD, hosted by Indian-origin Sabine Heller (ASW’s CEO) and India-born jewellery designer Waris Ahluwalia. Ahluwalia not only designed ASW’s new membership card, but also played a starring role in an ASW short film, screened for the first time that night. “The donkey stole the show, this always happens to me,” he said of the quirky video.
This was the first VIP party celebrating ASW’s re-launch (the company also hosts around 50 member events worldwide, every month). Although membership to ASW is now closed, people can still enjoy its offerings. “Membership has always been a privilege, to which you were invited by your peers. The new ASW will function the same way. You have to be invited to join our travel and lifestyle club. The new membership card (designed by Ahluwalia), is a reminder that ASMALLWORLD isn’t a social network but rather a members-only club that can be accessed at any time and in any context,” says Sabine Heller. The card will give members of the new ASW access to events and perks worldwide, and will let them feel at home any where they go. “The new ASW will be a members-only travel and lifestyle club where like-minded people can have a trusted interaction and come together to share extraordinary experiences and advice,” says Anuschka Senge, ASW’s head of global communications.
For ASW, India is very important, as its CEO, Sabine Heller, is half-Indian, and spent part of her childhood here. ASW informally kicked off its India focus last year with a four-day party hosted by Sabine’s godfather Prince Richard Holkar of Indore at his ancestral home on the Narmada, Ahilya Fort. “In the future, expect to see events in India. Also, Indian fashion designers, retailers and hotels will be woven into the brand’s future,” says Heller.
Back to the party: after a performance by Grammy-winning violinist Joshua Bell,and cocktails with ASW regulars Chelsea Leyland and Ben Pundole (of the Mumbai-based Pundole’s auction house family), Heller was seen chatting with good friend and renowned fashion designer Bibhu Mohapatra. “He’s one of my favourite designers in New York” she said, sporting one of his creations.
Also joining in the fun were designer Olivier Theyskens, and American royalty, such as Dree Hemingway, Kick Kennedy, and Kiera Chaplin, to Jamie Johnson, Tali Lennox and sisters Mamie and Grace Gummer (Oscar-winning actress Meryl Streep‘s daughters) – who had a riot popping balloons to find a surprise dessert inside ‒ cake balls painted to resemble mini globes. All in all, the quintessential NYC night out.
By Priya Kumari Rana