I was very pleased to have met Toula recently especially as I have followed her interesting career for a long time.
Born in London to Eleni Mavridou from Drama, Greece, and Nikos Choulides from Droushia, Cyprus, Toula is a successful photographic artist and author.
Now based back in London, but for many years based in the heart of entertainment, Los Angeles, to become one of the world’s most successful celebrity producers.
Toula has successfully created an impressive resume having worked in various facets of the entertainment industry all of her life, with television, film and live entertainment credits on two continents.
Toula’s impressive career began when she was just a teen having famously – or infamously – become the youngest gossip columnist in the world with screenwriter friend Jane Goldman, writing for two national UK magazines and providing breaking celebrity news for national daily newspapers.
At 18, Toula segued into personal management after being headhunted by the manager of the Pet Shop Boys to re-style the boy band Bros and help secure them a prestigious recording contract. On completion of this sizable task, she embarked on a career in PR. One of her first projects was heading the campaign to publicise George Michael’s critically and commercially acclaimed ‘Faith’ tour.
Within a year, Toula had created prestigious agency PR Inc. and was acknowledged by the Guinness Book of World Records as being the youngest principal of any PR firm worldwide, with clients including: record companies EMI/ BMG/ RCA, Eric Clapton, Dame Shirley Bassey and Five Star.
Toula was instrumental in the launch of new franchisee GMTV – the British version of Good Morning America – which proved to be the start of many successful years in television and event production. Credits include: the BBC’s: HARDtalk Extra, The Charter Review, Sony Radio Academy Awards, Today with Des and Mel, The Big Read, Challenge Anneka, The Kirsty Wark Show, New Film Talent, Eastenders Revealed – The Return of Dirty Den, The Vanessa Show, RDF’s Celebrity Wife Swap and OK!TV.
Her move to America and obtaining a Green Card was greatly helped by working on an ITV show with Celine Dion who proved to be very supportive. Other celebrities Toula has worked with are Quentin Tarantino, Gerard Butler, Javier Bardem, Paul Bettany, Chaka Khan, Faye Dunaway and Barry Humphries.
From 2004, expanded her international horizons by coming to America and working on prestigious international shows with credits such as: The Peoples Choice Awards, The Golden Globe Awards, The American Music Awards, NFL SuperBowl XL, Extreme Makeover – Home Edition, ReelzChannel Specials as well as many industry festivals and galas, including: IFP – the LA Film Festival and the Independent Spirit Awards, AFI – AFI Film Festival, Sarasota Film Festival, Milan International Film Festival, The Celebrity Source – 73rd Annual Hollywood Christmas Parade and the ‘G’day LA’ Gala Dinner.
Toula’s success with personal PR and TV production did not stop her from keeping an eye on corporate interests, when in 2006 she founded Britain’s foremost celebrity gifting firm, The Sultans Of Swag, in order to create a synergy between event production and corporate tie-ins.
Such productions included The Princes Trust Awards, Royal Variety Performance, The BRIT Awards, British Comedy Awards and Greatest Britons Awards. Big name brands including Nintendo, Nokia, Ugg, Kipling, Jo Malone, Coty, Sharpie, Jelly Belly Jelly Beans, Guitar Hero, Carrerra Sunglasses, FILA, Parker Pens, UBISoft and Piaggio were amongst the many who featured in the celebrity gift lounges.

Photographic Artist
Residing in LA, where aside from her business interests, Toula has quickly been making a name for herself as a fine art photographer.
As a Saatchi Art – represented photographic artist – her works are made up of kitsch Americana, stunning landscapes, modern retro and nature. All images are bold, bright and powerful.

“I am constantly in a state of wonderment at the beauty, magic, intrigue and humour of the world around us. Art is how your heart sees things, isn’t it? Sometimes everything is clear and crisp, other times it seems black and white but most of the time it’s filled with joy and happiness. My heart has captured every image that you see in my portfolio. Hopefully, one or two will capture yours, too.”


Having started typing her first novel at the age of two, she has never looked back.

At the age of 12 she was delighted to win a coveted Blue Peter badge for writing a script for Grange Hill.
At 15, she was a regular gossip columnist for Gay News Magazine, whilst still studying for her ‘O’ Levels. Then, at the ripe old age of 22, she won a computer in a ‘Write A Blockbuster‘ competition for a national women’s magazine.
It wasn’t until 2014, when encouraged by the other members of the LA Writers Center, that she published any of her work. It was a busy year as Mortal End: A Simmering Pit of Jiggery Pokery (gothic horror novel), followed by Pocketful of Poesies: Absolutely All Artful Alliterations (humorous short stories) and then 100% Simply Perfect Photographs (coffee table photography book) were all brought to life.
Jonathan Ross (British TV Presenter and Halloween aficionado) said about Mortal End: “The spookiest treat for Halloween’s right here. 178 pages of dark, twisted & mysterious goings on.”


Source: Chutzpr, www.imdb.com, www.saatchiart.com, TheSultansofSwag.Etsy.com and fineartamerica.com


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