In the ever-evolving landscape of media and entrepreneurship, Ethel Da Costa stands out as a trailblazer, redefining the boundaries of lifestyle media. As the Founder and CEO of Think Geek Media, Ethel brings over three decades of experience as a journalist and mediapreneur. Her award-winning company has over the past 8 years handled Media & PR, IP, Content, Ground Activations, and Fashion & Lifestyle events for several big-name clients in Goa, Mumbai, UAE and Malaysia. Her journey is characterised not only by professional success, but also by her roles as a single mother/parent, published author-poet, and advocate for women empowerment.
Her Professional Qualifications and Early Career
Ethel was born and raised in the oil-rich emirate of Kuwait. She did her schooling at the Indian school, Kuwait. The outbreak of the Gulf War in 1990 led Ethel and her family to return to Goa. After completing the remainder of her schooling and higher secondary education in Goa, Ethel pursued her Masters in Economics from Goa University.
Ethel’s journey in the media industry first began in 1992 with a local newspaper in Goa called the Gomantak Times/Weekender as a freelance writer, and thereafter full time with the OHerald. Since then, she has worked in various roles at reputed publications like The Times of India, Femina and Tarun Bharat, followed by a five year stint as Head of Media for the International Film Festival of India, Goa. She also served as Programming Head & Station Director at Radio Mirchi 98.3FM from 2008 to 2015. Her 24-year-long career as a journalist has seen her travel the world, covering stories on fashion, lifestyle and travel, interviewing several celebrities, government officials, professionals and laymen and women from different walks of life, constantly curious about learning new things.
Encounters with High-Profile Individuals
Through the course of her career, Ethel has had the privilege of interacting with numerous celebrities, ranging from sports stars like Vijay Amritraj and Adam Gilchrist to music icons like David Guetta and Sting. From the time she began her career till date, she has never used a dictaphone while conducting any of her interviews and takes handwritten notes at all of her interviews and work meetings.
Despite this, she has never had any of her interviewees misquoted. She says that there is so much one can learn through the body language of an interviewee, which tells you by instinct if someone is being honest or lying.
Think Geek Media
In 2003, Ethel founded Think Geek Media, a Lifestyle Media, PR, and Events firm. The first event organised by the company was the Daniel Pearl Peace Concert in Panjim as Ambassador for the Daniel Pearl Foundation, USA. Inspired by the success of the event, Ethel curated several more events and festivals in Goa with themes related to fashion and art. Popular among these include The Grape Escapade Festival, Celebrate Panjim, Down-to- Earth Jazz Festival, and Fashion Fridays Club Night Series.
In January 2015, Ethel took a leap of faith and launched Think Geek Media into the public domain as a full time mediapreneur. This step marked the beginning of her foray into lifestyle and fashion content, where she carved a niche for herself with a passionate and purpose-driven approach. Her vision was to make Think Geek Media a niche 360-degree content and media solutions company.
She wanted to provide the company and its clients with opportunities to localise, nationalise and reach international markets through the various networks and collaborators she brought to the table.
Over the past 8 years, Think Geek Media has gone on to become a mega Media & PR, Fashion & Lifestyle Content and Communications Company, serving clients in Goa, other states in India, and in countries like UAE and Malaysia. It has been instrumental in providing services such as managing public relations, driving digital visibility and organising brand launch events for several high-profile clients from across the world. These include clients such as Oman Air, Grand Hyatt Goa, Mysore Fashion Week and India Beach Fashion Week, fashion consultant for FDCI (Fashion Design Council of India), Weber Shandwick.
International Collaborations
Apart from running Think Geek Media, Ethel also works as a lifestyle travel influencer with Malaysia Tourism, promoting travel products and destinations available for international travellers in Malaysia. She has also been invited as a guest fashion journalist at events like Kuala Lumpur Fashion Week (2022-2023) and New York Couture Fashion Week, Malaysia (2023).
Accolades Received
Ethel’s work and achievements as a women entrepreneur have received a lot of recognition from various quarters. The long list of accolades she has received includes the Women Economic Forum’s Woman of the Decade Achievers Award in 2015 and the Goa State Best Brands Women Achiever Award for Excellence in Media, PR, and Lifestyle by World CSR Day and CMO Asia, Goa in 2018. She was also felicitated with the “Global Indian Award” by The Indian Achievers Club, Mumbai in 2020-21 and “The Pillar of Hindustani Society Award, 2010-11” by the Trans-Asian Chamber of Commerce & Industry (TACCI) Mumbai, for Dedicated Contribution in the field of Media, Radio, Entertainment’ in 2010-11. Her most recent international recognition for her contribution to media was her nomination as `Atmanirbhar Bharati -2023’ in Malaysia, and Influencer Award 2023 Malaysia by Crown Asia, Singapore.
Entrepreneurial Wisdom and Lessons
Through the course of her journey as an entrepreneur, Ethel has learned to master the ability to adapt to situations and the environment around her. She follows the mantra of “Adjusting, Adapting and Thriving.” She says that one must trust their instincts, talent, and most importantly, themselves in all situations. Her journey as a full-time media entrepreneur despite being a single parent to two young girls helped her to become more resilient, stay focused, ride the tide, and learn to never give up. “And pray for good mentors to guide and advise you on this exciting journey. I am very grateful to my mentors in Goa, Mumbai and Malaysia,” Ethel shares.
Advice for Aspiring Women Entrepreneurs
To women aspiring to venture into the world of entrepreneurship, Ethel offers the following piece of advice: “The road less travelled is going to be the tough one. If you’re looking for an easy way out, stay comfortable. But if your chosen path is one of self-discovery, selfgrowth, self-love and self-actualisation, go boldly where no woman has gone before. Those who truly love you will be there for you, no matter what. Those who don’t stand by you and for you, don’t matter. Enjoy your big victories or small achievements, they are your own. The more you love what you do, the more the www.itsgoa.com universe will open paths for you that lead you to your tribe and self fulfilment. When you are truly empowered, you can empower another. Just keep going and have fun with what you do”.
Conclusion
Ethel Da Costa’s story is one of inspiration, determination, and creativity. As she continues to shape the landscape of lifestyle media internationally, her journey serves as a strong source of inspiration for aspiring entrepreneurs, particularly women breaking barriers in traditionally male-dominated industries. Ethel’s ability to seamlessly blend the best of the East and the West reflects not only in her work but also in her perspective, making her a truly feisty global professional with a unique and impactful narrative.
