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After 18 months of doom and gloom within the events and hospitality business, one entrepreneur says she is hopeful about things getting back to normal sooner rather than later.

Jo Ferreday is the founder and managing director of East Midlands events and hospitality business Sheer Edge which provides corporate hospitality services, events management and other services to clients in different sectors.

Following the toughest period in her two decades in the industry – which included founding her own Market Harborough business in 2016 – she said things were finally looking up.

Jo said: “We have seen a surge in corporate hospitality bookings, and we are focusing on business development and brand awareness. A good year for us would be smashing the annual target set for this year which far surpasses previous years.

“As a business our lowest moment came in March 2020. Being a hospitality and events company, 90 per cent of our revenue went dark pretty much overnight, which left us feeling a sense of overwhelm, uncertainty and desperation, but we were not prepared to give up without a fight.

“I am an extremely determined individual, who has overcome work and personal life challenges and I absolutely love what I do.

“Many clients who have worked with me in historic roles have followed me from business to business and continued with their loyalty wherever I have worked.

“I think the industry will recover but it will follow the trajectory of the wider economy.”