Austria
Belgium
Denmark
Estonia
Finland
France
Germany
Greece
Iceland
Ireland
Italy
Liechtenstein
Netherland
Norway
Poland
Portugal
Spain
Sweden
Switzerland
Turkey
United Kingdom
Australia
Hong Kong
New Zealand
India
Indonesia
Japan
Malaysia
Philippines
Singapore
Thailand
Brazil
Chile
Colombia
Mexico
Peru
USA
Bahrain
Israel
Morocco
Oman
UAE
Saudi Arabia
Tanzania
Clare Doggart talks event dreams, unique themes, and happy teams this International Women's Day
Clare Doggart - Doggart & Squash
Clare Doggart is the co-founder of events and catering collective, Doggart & Squash. The company, founded just eight years ago, has been built on some very personal values and ambitions. Facilitating everything from country weddings in meadows, to funky corporate gatherings in slick city venues, Clare’s collective dares to do things differently.
Here, she talks about the niche she’s carved for her company in the hospitality sector, her values, and shares some wise words to mark International Women’s Day 2025.
It’s not just where you start, but where the hospitality journey takes you
Before Doggart & Squash was a thing, there was Clare Doggart Events. This was the business I formed in 2015 straight out of university, where I’d studied business and marketing. Despite struggling with dyslexia, I understood people, events, and styling. So, in 2015, I combined my college learning with my passion, stuck my name on a van, and despite a lack of finance and experience, the next thing I knew I was organising a wedding in Paris. Despite various ‘fails’ at the event, my client was happy, which gave me the fortitude to carry on.
In 2017, at the same time that my hugely supportive dad became very ill, I had the good fortune to meet my former business partner Sarah, who stepped in when my dad died so I could regroup and focus on my family and what to do next. Having collaborated with Sarah (Squash Catering) on an event, we realised we were an ideal duo and Doggart & Squash was formed – which was the perfect testament to my late dad, who truly believed in me.
Having successfully survived Covid, which affected so many colleagues in the hospitality sector, and after several years of watching our team flourish, in 2024 I bought Sarah out of the business. Doggart & Squash is currently a permanent team of eight (plus all the amazing people we employ to host at specific events, more of that in a bit), based in South East London, creating and often catering for more than 30 weddings a year, plus a variety of private and corporate events.
Don’t let your own limitations stand in the way of success
Way before I set up my business, I was a young girl hanging out with the plants in my parents’ shed, thinking that being in an office with my own desk foliage while leading a team was the ultimate dream – until I started dreaming bigger.
If, like me, you’re dyslexic or have another learning difference, this shouldn’t stop you from fulfilling your ambitions and meeting career aspirations.
Being at the helm of Doggart & Squash is proof that having tenacity and keeping a skilled and dedicated team by your side who can do the stuff I can’t, means anything is possible.
Find your north star, but follow it your way
I’ve always wanted to make catering fun and stylish, and generally more memorable for every client but I also have a core value of wanting service and food standards to be at the same level of excellence. In a hospitality and catering sector saturated with slate canape trays filled with over-complicated conceptual food, served by staff who clearly aren’t having a good time, I knew there was room to do things differently. I had a vision that every event should feel like we were hosting a big, friendly dinner party – which means not just serving great food but ensuring our service team enjoy themselves too. And a part of that vision was a responsibility to work with our environment and not against it.
My team makes the magic happen, and it’s vital that they know that.
Service is black and white and hospitality is colour! Going above and beyond is always my way of working.
My team is everything. As much as possible, we sit down together for lunch. When we hit targets or if there’s something to celebrate, we go out for meals and work trips, including an overnight trip to Paris a couple of years back. Monthly, they have gym memberships or a cleaner at home and I encourage them to take walks in the day or go to a gym class. If anyone is feeling overwhelmed or tired, I advise them to rest and sleep more. I know how hard everyone works… they would not be working for me otherwise!
What also works for me is getting both the kitchen (chefs) and the office team (event managers) collaborating in our future plans. We’re an events and catering collective after all, so both sides need to be in sync to make it all work.
D&S never use agency staff at a function but bring on local people to be part of the event and service team on the day or night. Everyone who works with us is part of the wider Doggart & Squash family – our waiting staff and our suppliers are all very important to us.
My advice is to always make your people a priority as ultimately that ethos means that every team member is looking out for each other.
Female role models are for every day, not just IWD
My mum remains my first and foremost role model above all else, and she knows I’d give her a 10/10 for hospitality. Whenever I go home, I am greeted with delicious home-cooked food, a candle is lit, and she turns the light on in my room before I go to bed.
Those personal touches have made a difference to how I operate in business. Having grown up in a boy’s boarding school for 20 years where my parents taught, I’d see them hosting weekly dinner parties to get to know the staff and parents of the school. Those personal touches and warm welcome have made a difference to how I operate in business and have influenced my leadership style.
Anya Hindmarch, the iconic fashion accessory and bag designer, is another big inspiration. In her book ‘If in Doubt, Wash your Hair’ she really speaks a truth that resonates with me. She is also very focused around her team, and I’ve learnt a lot from her business and communication style. A great quote from her that I keep in my back pocket is
I take people on based on talent, but support the changes that need to be made...
The wedding industry – which we are very much a part of - is very female led, but I like having all genders in our kitchens, providing service, and across my leadership team. And right now, that team happens to have more women around the table. I would never employ on gender alone and always look at what the person may bring to the D&S team.
Event success is all in the detail
People remember us for our genuine, welcoming approach – which means that a guest may well turn into a client. Whether the event is small or a wedding for more than 200 people, I will always want the best service team to be there, and have a first-rate, full-time team running it.
For me, it's the little things that matter; from carefully crafted seasonal menus that reflect personal tastes to taking the time to get to know the family and the drinks they’ll enjoy on the wedding day. It’s even making sure that if someone is shivering, we can offer them a blanket!
An event is more than just a gathering or party; it’s a carefully curated experience that brings people together to celebrate, commemorate, or connect. The best events are those where the client feels they can relax and enjoy themselves without worrying about a thing.
Sustainability, reducing waste, and giving back are a strong part of D&S’s moral compass:
We always look to engage with suppliers and staff based close to a function’s location, in order to offset the unavoidable waste and carbon footprint. We really care, and my whole team gets involved with giving back. This includes recycling food responsibly, planting trees after an event, monthly volunteering at a homeless shelter, and working with young offenders and those at risk, perhaps even helping them to kick off their own rewarding future in catering. And we’re always looking at opportunities to support local communities, not just financially but with our time where possible.
Social media and tech has its place, but it shouldn’t be your guest of honour
I’ve tried to overcome my personal aversion to social media and can see the benefits that platforms like Instagram and Pinterest have delivered in terms of showcasing our aesthetic and display work. But ultimately, we’re humans not robots! It’s only a real person that can sense if a guest has an issue or can tap into the emotional temperature at a function. And as for AI – it can’t cook food like we can, nor can it offer the level of personal experience the D&S team can!
My philosophy for other people and their own business ambition starts with three things
- Don’t over complicate it
- Your gut is always right
- You’re in the driving seat
I’d also add a pinch of “wisdom seasoning” with the following:
- If something doesn’t feel right, just stop.
- Do what you do because you really love it.
- Work smart, but not overly hard, and ultimately remember why you’re doing it. Stress can easily spill over and affect the overall results of the company.
- Surround yourself with people you want to spend time with and make working life fun – and try and wake up earlier.
- Read around your passions, discover all you can about the industry, and don’t compare yourself to competitors who may be doing things differently.
- And (sometimes) say yes to social events, even if it’s the last thing you feel like doing. You never know who you might meet.
Switching off from work mode should be top of your to-do business priority plan
I’ve been big into yoga for years, and it’s great for tuning out work noise. I also get a huge amount of satisfaction from stimulating conversations and exploring new places, even just walking around a market. Finding your non-working joy is as vital for your success as achieving your work targets.
Quickfire questions
- Organising an intimate wedding or massive corporate do? Wedding
- Caffeine or bubbles? Neither!
- Wonky veg or ugly fruit? Wonky veg
- Kindle or audio book, or Netflix and chill? I’m old school and love a proper book and have resolved to read more!
- Cold water swimming or hot spring mud soak? Cold water swimming