They Call Me Ms. Patron!

 They Call Me Ms. Patron!

Text By Erza S.T.
Photos by Ramadhan

‘Who is Haseena Mukhi?’ This is the question that came to my mind a year ago when my friend insisted on introducing both of us. Fast-forward one year and the question has been rephrased to, ‘who doesn’t know Haseena Mukhi?’ She is a happy mother of two and housewife, who is very much into fashion and definitely not a stranger to Jakarta’s social scene. But most people actually know her more as ‘Ms. Patron’. There is an interesting story behind it and FRV is here to unravel it for you.

“Yeah, people in the industry call me ‘Ms. Patron’ now, as it was the first brand I handled when I joined this field,” she laughs. “People tend to remember the debut, right? That’s fortunate, as I’m also the brand ambassador. Thanks to Patron tequila, I gained experience, which opened many doors of opportunity.” Haseena started her career with a trading company before later deciding to move to one of Indonesia’s senior advertising companies. She took her last corporate position with the Bakrie Group, where she was in charge for Nirwana Bali Resort before she decided to take a long break to start a family.

After a five year hiatus from the corporate world, Haseena received a call from a headhunter who offered her a position with a foreign architecture company. However, the fact that her children were still very young made her feel uncomfortable having a full time job. One thing led to another, and she was offered another job and this time, it was to be the brand ambassador for Patron. Just like that, Haseena Mukhi was back in business with full force.

In just two years, she successfully managed to make Jakartans fall in love with Patron tequila as well as other premium brands such as Sagatiba, Ultimat and even famous beers Erdinger from Germany and Peroni from Italy. Though she achieved great success for these brands in a short time, she explains it wasn’t easy for her. “Success is what success does. It comes with the right support, hard work and determination. Also, the willingness to always learn more and improvise as you go. To adjust and compromise, this is what I believe. Personally, I feel I still have a long way to go,” says Haseena. It is certainly a challenge for a lady like her in a man’s world where the situations can be tricky and with new regulations being continually changed by the government. “This is the great challenge in the industry that keeps us alert and on our toes,” she adds.

Perhaps it is her charming persona, or perhaps it’s her quick wit that seduces us into the realm of her great products, where not only does she believe in them but makes us into believers too. Almost all prestigious events in Jakarta and Bali, private or not, carry her products with a wide variety of wine, beer and liquor.

When we did the photo shoot at The Apartment restaurant, I realized that Haseena’s persona is bigger then just a brand ambassador. Her natural style and fashion combined with her great taste and feelings for giving the best advice to her clientele on her products has put her in the centre of the social limelight in town. Everybody is looking for her these days to either get a piece of advice on how to create their own private mini bar at home or to have her as one of the hosts for their parties or fashion shows. “It is actually an honor for me,” she says. “I’m just an ordinary person that has worked hard and smart for the past years and I am flattered to be known as one of Jakarta’s socialites and it surely does mean a lot to me.”

She might be a picture-perfect example of a modern career woman who walks in all the glitz and glamour of a high society lifestyle, but at the end of the day at home, she is still playing the role as the dedicated mother and devoted wife to her husband Anil Mukhi. It may be hard to fathom, but somehow Haseena manages to juggle all of her roles and make them work. “It’s kind of tough. I love my family dearly and they are my priority, but I also love and enjoy what I do, so I have to be able to manage my time properly. Fortunately, in the field most events that I am involved in are mostly around midday onwards. I get the mornings to look after household matters and be with my kids at their school activities.”

Her hard work in the last two years is paying off. Many prestigious and renowned restaurants, bar and hotels are now carrying her premium products and some of Jakarta and Bali’s best events are still pursuing her for sponsorship. But I was a little curious on one point and decided to ask her directly during our photo shoot. “What is your favorite alcoholic drink?” And she answered: “I enjoy exploring and trying something new. We have great outlets here that have creative mixologists and bartenders who make it difficult for us to just stick to the same drinks. In the afternoon, Mojito and Capiroschka would be fun. As for wine, I am more into Shiraz, and sparkling Moscato is my all time favorite. At the end, I always enjoy easy, yet classic cocktails, like a cosmopolitan or a lychee or chocolate martini.”

With the rise of women’s empowerment these days, we are no longer surprised to see women making the decisions in a man’s world. However, to see one that is not only successful but also lasting, is pretty extraordinary. Luckily we do have one and her name is Haseena Mukhi.

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