WPM January 2025 Issue Final by abcassoc

WEDDING PLANNER

WHAT’S INSIDE

INSPIRATION

50 Pantone Color of the Year 2025: Mocha Mousse The Perfect Blend of Comfort and Elegance For Weddings

52 What’s Trending in Weddings for 2025

58 Real Wedding: Caroline & Brendan: Southern Celebration in Shreveport, LA

TRAVEL

60 Romantic Travel How To Market Yourself As The Go-To Destination Wedding Expert

64 The Transformative Impact of the Sandals Jamaica Love Tour 2024

WEDDING PLANNER Magazine

PUBLISHER

Veronica Foster, MWP™

EDITOR

Muriel MacRae

CREATIVE DIRECTOR

Erika Sherek, PWP™

FOR ADVERTISING OPPORTUNITIES

CONTACT:

Veronica Foster, MWP™

Wedding Planner Magazine is published quarterly by the Association of Bridal Consultants, P.O.Box 2, Gibsonville, NC 27249. Phone 336-690-5510.

email: members@abcweddingplanners.com

Visit: abcweddingplanners.com

EDITORIAL INDEPENDENCE

Our editorial team maintains independence, and opinions expressed are solely those of the authors unless noted otherwise.

TERMS OF USE

By accessing this publication, you agree to our [Terms of Use], which cover user responsibilities and intellectual property.For any questions or further information, please contact us at editor@ABCWeddingPlanners.com Printed in the USA

Wedding Planner Magazine ISSN 2160-3286 is published quarterly by the Association of Bridal Consultants LLC, P.O.Box 2, Gibsonville, NC 27249. Circulation is 10,000. Advertising is accepted, corporate ABC members receive a discount on rates.

Letter From The Editorial Staff

Welcome 2025! As we step into a new year, we also step into a new era of Wedding Planner Magazine! !

As the brand new editor (Muriel) and creative director (Erika), we are honored that you’re joining us on this journey! One of the most exciting changes to announce is that Wedding Planner Magazine is now fully digital, reaching over 10,000 wedding professionals worldwide. This milestone means we can connect with even more of you – planners, florists, photographers, DJs, and other wedding creatives – who work tirelessly to make weddings extraordinary. It also means that you now have a new way to enjoy the magazine, including clickable links that will take you to sponsor pages, social media, and additional content information that simply isn’t possible with a hard-copy print publication.

This year is particularly special for us, as we celebrate the 70th Anniversary of the Association of Bridal Consultants. To honor this incredible milestone, we’ll be weaving celebratory features into each issue throughout the year, from spotlighting ABC’s rich history to showcasing how its members have shaped the wedding industry.

In this issue, we’ve also increased our page count to deliver even more value. From the trends shaping the upcoming wedding season to actionable tips for growing your business, we’ve tried to curate and craft our articles to inspire and empower you whether you’re new to the industry or an experienced wedding pro.

Our goal is to provide something for each and everyone of you to connect with inside. You will also note that instead of a wedding, we’re featuring one of our own on the cover. In this edition, we’re delighted to feature an exclusive interview with Veronica Foster, the current owner and president of ABC. She shares her exciting vision for the future of ABC, including upcoming plans and projects “in the works” that will undoubtedly impact our industry.

But don’t’ worry! The weddings aren’t going anywhere. We’re still going to make sure we share three wonderful weddings each edition that tell a story and provide you with inspiration.

Your passion and creativity fuel this vibrant field, and we’re honored to be a resource for your success. As you explore this issue, we invite you to share your thoughts and let us know how we can better support you.

Here’s to crafting unforgettable celebrations together!

Veronica Foster, MWP™ President & Owner, Association of Bridal Consultants

Muriel MacRae Editor,

Director,

Planner

Erika Sherek, PWP™ Creative

Wedding

Magazine

Who’s Who in the ABC

ABC Office www.abcweddingplanners.com P.O.Box 2, Gibsonville, NC 27249 Phone 336-690-5510

Social Media www.facebook.com/ assocbridalconsultants www.instagram.com/abcassoc www.pinterest.com/abcassoc www.youtube.com/@abcassoc www.ticktok.com/@abcassoc

ABC DIRECTOR LISTING

President Veronica Foster, MWP™ president@abcweddingplanners.com

Vice President, Membership Lois Pearce, MWP™ culture@abcweddingplanners.com

Vice President, Communications Cathy MacRae, MWP™ socialmedia@abcweddingplanners.com

Vice President, Travel and Tourism Nicole Zillman, PWP™ travel@abcweddingplanners.com

Vice President, Education Shelby Tuck-Horton, MWP™ education@abcweddingplanners.com

Vice President, Conferences Aaren Muex, PWP™ conference@abcweddingplanners.com

Membership Liasion Michole Council, PWP™ members@abcweddingplanners.com

ABC Code of Ethics

ABC members agree to:

• Abide by all local & federal laws governing the industry in which I operate

• Obtain and maintain licenses and certificates as required by law

• Operate my business in an honest and ethical manner

• Establish reasonable, proper fees for services and provide written estimates for each client

• Use honest and factual advertising

• Deal with members, clients, and employees fairly, in an unbiased manner

• Operate a business that is a credit to the assocition and the community

• Behave in a professional manner at all the association events

• Agree to display only professional behavior, including not to harass, threaten, nor try to intimidate another current or former ABC Association member, at any time.

• Treat all the association members with respect, a sense of cooperation, and concern for their welfare.

• Cooperate with the association actiities and efforts to promote and improve the professionalism of the wedding business.

• Respond, rapidly and hoestly, to all compaints forwarded by the association.

• Use the association’s name/logo as authorized

Interview

by Muriel MacRae, Editor WPM

As the editor of Wedding Planner Magazine, I recently had the privilege of sitting down with Veronica Foster, MWP™, the current owner and president of The Association of Bridal Consultants (ABC).

During our conversation, Veronica shared her personal connection to ABC, her motivation for stepping into the role as owner, and her inspiring vision for the organization’s future.

Her insights reveal a deep passion for elevating the wedding industry and supporting the wedding professionals within it.

What follows are selected excerpts from this engaging and enlightening interview.

What year did you join ABC and what made you decide to join?

I joined ABC in July 2002. I was laid off my corporate job on my birthday. (My cat died that day, too). So, it was a very bad day, but the bright spot was that I had received a free membership to ABC from Penn Foster. Something spoke to me and told me to go for it. There was no State Manager in North Carolina – it was an “adopted” state of Sonya Scott from Tennessee. I ended up driving 4 ½ hours to attend a meeting in Tennessee and fell in love with the ABC members. After that, I decided to renew and I’ve been a member ever since. It has always been important for me to be educated. I never liked school, but I love learning. My dad has always been a huge part of my life and he tells me all the time, “Don’t worry about it. As long as you are better today than you were yesterday,

learn something that you didn’t know and grow.”

How long have you been part of the wedding industry and what are the areas you’ve focused on, in particular?

Prior to taking the Penn Foster course, I worked at Dunn & Bradstreet in Pennsylvania, and then in North Carolina. There, I planned employee outings, barbeques, incentive trips, golf outings, training sessions, etc. So for me, it was a natural move to weddings. I also attended the Art Institute of Philadelphia for Fashion Merchandising and I loved, absolutely loved design. My first wedding was that of a coworker and I just fell in love with love.

So I’ve spent just over 20 years doing weddings. In 2018, I decided that since I was getting older I didn’t want to do in-person

weddings anymore, and changed my full focus to destination weddings at Behind The Scenes, Inc.

What inspired you, as a wedding planner yourself, to take on the ownership role of the Association of Bridal Consultants?

ABC made me what I am right now. The members always treated me like family, a shoulder to cry on, someone to laugh with, vent to. I couldn’t see that disappear. I used to read the “Dialogue” before it was Wedding Planner Magazine, and I wanted to be a Master Wedding Planner! They got to go on cool trips, their weddings were beautiful, and I wanted to be like that. The problem was when I finally got there, all that had stopped and I was disappointed. I want us as an organization of wedding professionals to get back to some of the things that I was originally excited about.

How has your experience as a front-line wedding professional influenced the way you approach your role as president and owner of ABC?

Good question! I think it allows me to undestand the frustration that some of our members feel at times. The way things have gone over the past few years did not always benefit our members that focus on in-person weddings. My goal is to make sure that our members have the tools they need to be great! Our association should help us to learn, which in turn, allows us to increase business.

Covid did take away a lot of things from our community, not just the income during that time, but a lot of the in-person networking pieces that professionals really need. I plan to bring all that back. The better our members are doing, the better that we all are doing, so it’s my goal to make sure that members have the tools that they need to be successful.

“Our goal is to set a standard that actually means something.”

vip spotlight

You are the first owner of ABC who is also a working wedding professional. What unique perspectives do you bring to the leadership of ABC as a result?

I think I bring practical leadership. My decisions are informed by current, real-world scenarios, ensuring that the association’s resources, training, and support align with what members truly need in their daily operations. In addition, I bring along a set of innovative ideas because I know that there were things that I wished that ABC would have provided for me. Now, I can provide those to our members. I don’t have an MBA, and I don’t know a lot of things, but I work hard, know how to listen, and I’m not afraid to ask questions. It also helps that I put in place the perfect leadership team to assist.

We talk a lot about ABC setting the standard of excellence in the wedding industry. How does ABC do this both for wedding planners and other professionals in the industry?

As an association, we’ve kind of let this slide over the past few years and haven’t done a great job of keeping up the standard of excellence. I still believe that our points system can set an industry standard, I just think we need some help from the industry to make that happen. One of the keys to making this happen is developing a partnership with Lovegevity. This organization creates and standardizes education in other industries, and I believe they can help us set the standard within our own. We are also moving forward on creating an alliance group with the other associations – WIPA, NACE, and whoever would like to be a part of it to work together. Our goal is to set a standard that actually means something, so you will no longer will you see a $25 one-hour “certification” course for wedding planners.

We’ve already begun some of the work on this and will be doing much more in the future.

What do you see as the most important educational opportunities for wedding professionals today?

I think actionable strategies are most important! In-person workshops and “hands on” trainings are most important. Far too often you take an online webinar and all they are doing is trying to sell you the next big thing. No professional needs that. Some of the “courses” out there are a joke and shouldn’t be labeled as a course or learning session at all. If you take a marketing course and all they do is tell you that you should use this tool that costs this much and then you can hire them to market your business for you, that is not education. If you take a marketing course and they tell you what you should DO and provide some information and tools on how you can DO it, that is education.

In the past, ABC has been a leader in training and certification for wedding planners with the Professional Wedding Planning Program. How has that evolved over the years, and what is ABC doing currently to meet the demands of the modern wedding industry and reestablish itself as an education leader in today’s wedding community?

We did get rid of the Professional Wedding Planner (PWP) course. While it was a good course in its day, it has not been kept upto-date so it was time to retire it. Creating a partnership and working with Lovegevity, we have created new course offerings that are college-credit worthy for those who want to increase their education in that way as well. We now have 14 courses available online instantly. Another thing that we are doing is bringing back the in-person courses! This past year we have Certified Wedding Educators who will teach the new Certified Wedding & Event Planning Course in person along with floral courses in both English and Spanish.

What significant trends have you noticed in the wedding industry over the past few years, and how is ABC helping planners adapt?

Over the past few years, the wedding industry has been evolving in some exciting ways, and ABC has been right there, helping planners adapt to these changes. For starters, there’s been a big shift toward personalization. Couples today want their weddings to reflect who they are—whether that’s incorporating their unique love story, cultural traditions, or personal interests. ABC has been a great resource in this area, offering training and tools to help planners get creative with bespoke designs and make each wedding truly one-of-akind.

Sustainability is another big trend. More and more couples are asking for ecofriendly options, like sourcing local, sustainable products and reducing waste. ABC has stepped up by teaching planners how to work with environmentally conscious vendors, and offer greener wedding solutions that couples feel good about.

Technology has also become a huge part of the wedding world. From live streaming ceremonies for faraway guests to sending out digital invitations, tech is making weddings more connected and innovative. ABC has been hosting workshops and webinars to help planners incorporate these tech-forward solutions into their services effortlessly.

We’ve also seen a rise in smaller, more intimate weddings, especially in the wake of the pandemic. These micro weddings are all about quality over quantity, creating more meaningful moments with a smaller group. ABC has been guiding planners on how to make these scaled-down events just as memorable and impactful

as larger celebrations.

Inclusivity has been another major focus, with couples wanting to celebrate diverse traditions, cultures, and identities. ABC is helping planners navigate this beautifully by providing cultural competency training and connecting them with diverse vendors who can bring these visions to life.

Finally, as travel restrictions have eased, destination weddings are making a big comeback. Couples are dreaming of unique, far-off locations for their big day ABC has been collaborating with international venues and providing training to help planners handle the logistics and challenges that come with destination weddings.

Overall, ABC has been a strong partner for wedding planners, making sure they’re equipped to thrive in this ever-changing industry.

How has the role of wedding planner changed

over the years?

I’ve been thinking a lot about his lately! We went from being a Logistical Coordinator to a Visionary Curator. In the past, wedding planners were largely responsible for organizing and executing logistics like timelines, vendor coordination, and event flow. Today, they’re expected to also serve as creative partners, helping couples design a wedding that reflects their personal style and vision. This includes curating a unique aesthetic, offering creative ideas, and executing personalized elements.

vip spotlight

The role of a wedding planner has evolved so much in recent years, and it’s exciting to see how their focus has shifted in so many areas. These days, there’s a huge emphasis on experience design. It’s not just about the ceremony and reception anymore—it’s about creating an immersive experience for guests from start to finish. Think pre- and post-wedding events, personalized entertainment, interactive activities, and unforgettable signature moments sprinkled throughout the big day.

Planners have also become techsavvy pros, thanks to the rise of digital tools. They’re using software to track budgets, create virtual seating charts, and manage RSVPs, all while staying connected with their clients through apps and online platforms. And with live streaming and virtual planning becoming more common—especially for destination or remote weddings—technology has become an essential part of their toolkit.

On top of that, many planners are now sustainability advocates, helping couples design eco-friendly weddings. This means sourcing sustainable vendors, reducing waste, and staying on top of trends like recyclable decor, green catering,

last-minute changes, managing health protocols, and coming up with backup plans when things don’t go as expected. Being adaptable and resilient has become a critical part of their job.

There’s also a growing need for planners to be inclusive and culturally sensitive experts. Couples are celebrating their diverse backgrounds more than ever, so planners need to know how to honor different traditions, customs, and languages while seamlessly blending them into one cohesive event. It’s all about creating a wedding that feels authentic and respectful.

Budgeting has also taken center stage, with planners often stepping into the role of a financial consultant. They’re not just advising couples on costs—they’re helping them make smart financial choices, finding creative alternatives, and figuring out how to bring their vision to life without breaking the bank.

Finally, in today’s social media-driven world, planners have become marketing and branding advisors. Weddings are no longer just private celebrations—they’re public moments that couples want to share with the world. Planners are now helping style weddings to look visually stunning and Instagram-worthy, making sure every detail is picture-perfect for the couple’s big social media debut.

All in all, wedding planners are wearing more hats than ever, and their role continues to grow in exciting and dynamic ways.

What do you believe are the biggest challenges facing wedding professionals today, and how is ABC addressing those challenges?

I think the biggest challenge for wedding professionals today is adapting to change and not conforming to the “popular vote”. When you make your own path and set yourself apart you make the biggest impact and have the opportunity to collect a different set of clients. We intend to offer alternatives and information about clients to inform our members through educational opportunities of different things that they can do and ways that they can market.

How do you see the wedding industry evolving over the next five to ten years, and what role will ABC play in shaping that future?

Over the next five to ten years I hope that ABC is at the forefront of standardizing education in the wedding & event industry. We plan on working with other larger associations to make this happen and in the next five years we’ll make sure that our government recognizes the event and wedding industry as a very powerful entity so if another pandemic occurs we will have a voice and be able to protect and support those that are affected

What advice would you give to wedding planners who are just starting out in the industry, especially in a rapidly changing landscape?

Get EDUCATED!! You can’t learn everything from YouTube and TikTok. Get out there and meet people face to face - clients and other professionals - and make sure that YOU are PROFESSIONAL, no matter what anyone else says or does. Be the change.

As both a wedding planner and now, the leader of ABC, what legacy do you hope to leave within the organization and the industry as a whole?

What’s the most rewarding part of your role as the president of an organization with such a long history in the wedding industry?

The people that I get to work with for sure! I am so grateful, thankful and blessed to have such a fantastic leadership team! They keep me in check because I have a lot of ideas, however, it helps that they feel safe enough to say “Whoa Veronica one thing at a time!”. Its also such a blessing when a member calls or emails and just says “thank you” it allows me to recognize that we are making a difference.

There has been a lot of talk of changes at ABC. What can members look forward to in the coming year?

More changes! We aren’t going to stop. The leadership team and I are looking forward to making a difference in our members’ lives and careers. We have lots of ideas and plans, we just need a larger team to help get them off the ground. The only thing that is

I hope that in 10 years when its time for me to move on that I’ve made a difference in the industry and that for another 10 years our members will remember me fondly and not as a hard ass. I love this association, I always have, I love our members, I always have. Its important to me to make sure that the wedding industry isn’t looked upon as hobbyists but professionals.

Muriel MacRae is the new editor of Wedding Planner Magazine, bringing over 15 years of wedding industry expertise as a planner, destination wedding specialist, floral designer, travel agent, and social media manager. With 25+ years of teaching experience and a passion for collaboration, Muriel is dedicated to supporting wedding professionals through valuable insights and resources. A proud ABC member since 2010, she is thrilled to celebrate the artistry and hard work of fellow ABC members who make the wedding industry extraordinary.

“

Get EDUCATED!! You can’t learn everything from YouTube and TikTok. Get out there and meet people face to face.” ~ Veronica Foster, MWP,™

ABC News & Designations

The Heart Award

(presented at World of Weddings Conference 2024)

The Heart Award is the highest honor presented by the Association of Bridal Consultants, recognizing a member who exemplifies unparalleled passion for the wedding industry. It is awarded to someone who upholds the highest professional standards, believes in lifelong learning, and selflessly shares their wisdom and support with peers. This year there were two recipients who received the award.

Monica Richard, MWP™ Mon Amie Events , Inc. (Westfield, Indiana)

ABC Lifetime Membership Award

Veronica Foster, MWP™ Behind The

(presented at World of Weddings Conference 2024)

This honor recognizes individuals whose dedication and impact have shaped the very heart of ABC and the wedding industry.

Elaine Barker(ABC member since 1988) (Havenhill, Massachusetts)

Achievements

John Goolsby –Godfather Films (ABC member since 2006) (Riverside, California)

Nicole Zillman, PWP™, of Zillman Weddings & Travel previously Nicole Marie Events) was awarded the Jamaica Travel Specialist for the Western Region with the most recorded bookings for May 2024! (www.oneloverewards. com)

Donna Brian, MWP™, of Love in Bloom, L.L.C., in Shreveport, Louisiana was awarded the 2024/2025 Local Love Us Award for Wedding/ Event Planners and Wedding Supplies and Services.

ABC Designations

The Association of Bridal Consultants congratulates the following member:

Marilyn Duncan-Wiltshire

Designation: Professional Wedding Planner™

Business Name: Trini Weddings

Location: Port of Spain, Trinidad and Tobago

ABC Gives Back

By Shelby Tuck-Horton, MWP™

Our ABC Maryland/DC chapter raised almost $3,000 for the Autism Speaks Walk held on Saturday, October 19 at the National Mall. The group walked in honor and memory of Victoria TenEyck, one of our ABC members, who passed away in April 2020. They were joined by Victoria’s mother and family and they also had the support of their own family and friends in this endeavor. It was fantastic to see so many come out to support this wonderful cause!

Additionally, from the proceeds from their fundraiser last year, in May, they were able to donate $1,800 to a local Autism organization. This donation was used towards a scholarship awarded to an autistic student heading to college. Congratulations to our of ABC MD/DC members who do so much to give back to a charity of their choice!

70 YEARS OF ABC

World of Weddings Conference 2024: A Celebration of Unity, Education, and Empowerment

by ABC Staff Writer

The historic Union Station Hotel in Saint Louis, Missouri, was the magnificent backdrop for the 2024 World of Weddings Conference, held November 11th–13th, 2024. With just over 130 attendees representing the United States, Canada, the Caribbean, and Latin America, this year’s conference embodied its theme: UNITE, EDUCATE, and EMPOWER.

The annual gathering of wedding professionals provided not just a wealth of knowledge but a sense of community and celebration. Here’s a glimpse into the highlights of an unforgettable three days.

Money-Making Monday: Setting the Stage for Success The conference kicked off with Money-Making Monday, a day dedicated to strategies

for boosting profitability for our members. Attendees dove into sessions on topics ranging from tips and techniques for selling travel to financial planning, and even affiliate sales. It was all about uncovering 4actionable insights that could help attendees grow their businesses.

A Keynote to Remember: Leading with Purpose and Impact

Tuesday morning began with an electrifying keynote address by McKenna Reitz, whose session, Ignite Transformation: Leading With Purpose & Impact, left the audience both inspired and empowered. McKenna’s presentation was a masterclass in mindset and leadership, challenging attendees to rethink their approach to personal and professional challenges.

One of the most powerful messages McKenna shared was the idea that “Life happens FOR you, not TO you.” She encouraged attendees to see obstacles not as roadblocks, but as opportunities for growth and transformation. “Either you allow IT to define you OR you define IT,” she declared, a sentiment that struck a chord with everyone in the room.

McKenna dove deeper into the importance of mindset, sharing another thought-provoking concept: “The problem is NOT the problem. The problem is your ATTITUDE about the problem.” This perspective shift resonated deeply with attendees, reminding them that their outlook could either hinder or empower them.

Her session built on these foundational ideas with actionable insights, including: •Your beliefs create your thoughts.

•Your thoughts dictate your actions.

•Your actions create your habits. •Your habits are what create your reality.

This progression, McKenna explained, is the key to achieving personal and professional transformation. By aligning beliefs, thoughts, and actions, individuals can foster habits that lead to lasting success.

Her message resonated deeply, setting an inspiring tone for the next couple of days jam-packed with various sessions on automations and workflow, social media strategies, client relationships, crisis management, branding, securing sales, micro weddings, and even hands-on etiquette classes. Wedding pros left these sessions armed with tools to

“The problem is NOT the problem. The problem is your ATTITUDE about the problem” ~McKenna Reitz

“level up” their businesses and elevate their client experiences.

The Heartbeat of the Event: Bobbi Brinkman as Conference MC

No conference is complete without a skilled MC to keep things running smoothly, and this year, Bobbi Brinkman rose to the occasion with energy, professionalism, and heart. As the official host, Bobbi ensured that every session started on time, introduced speakers with flair, and tied the entire event together seamlessly. Her dynamic personality kept the audience engaged and her thoughtful commentary highlighted the key takeaways from each presentation. Whether she was cracking a quick joke, offering words of encouragement, or seamlessly transitioning between sessions, Bobbi was instrumental in creating a warm and welcoming atmosphere. Attendees loved having her back after Puerto Rico the previous year. Her presence truly elevated the experience for attendees, reminding everyone of the power of connection and storytelling in the wedding industry.

Innovation Meets Action: Implementation Night

This year introduced a groundbreaking feature: Implementation Night. Attendees had the unique opportunity to collaborate directly with experts in travel, marketing, and social media to jumpstart their action plans. (And some worked with Shelby and Michole on how to get to their next designation level.)

This wasn’t just a sit-back-andlisten event. It was hands-on and incredibly productive. Many of those who attended left feeling like they had already started tackling their next big project.

Photo Credits:

The Bennetts - Monday conference photos

Endy Events - Tuesday & Wednesday conference photos

World

of

Weddings Conference

2024: A Celebration of Unity, Education, and Empowerment

Special Moments and New Traditions

Two new traditions debuted this year on the Sunday evening:

1.The President’s Dinner: Held on Sunday night, this intimate gathering was an invitationonly affair for those who made significant contributions to the Association of Bridal Consultants (ABC) over the past year. Hosted by our current ABC President, Veronica Foster, MWP™, it was held in the President’s Suite. Guests enjoyed a specially catered dinner, an ambient dinner setting, and wonderful and relaxed dinner conversation with one another before the fast pace of the conference kicked off.

2. Shelby’s Fireside Chat: Also held on Sunday evening, this candid discussion forum fostered honest conversations

amongst a small, invited group of experienced wedding professionals on everything from setting boundaries, selfcare, and connecting with a younger generation of clients. , strengthening the bonds within the ABC community.

These two events were a pleasant addition to the ABC World of Weddings Conference experience, and will be become a regular part of the WOW Conference.

Evening Elegance: Garden Parties and Jazz Clubs

The conference wasn’t all work and no play. Monday evening’s Garden Party transported attendees to the floral charm of Saint Louis’ Garden District. Guests, dressed in their floral best, mingled while being serenaded by the enchanting tunes of roving violinist, Bell

Darris, and then enjoyed dinner while being entertained by comedian, Jevon Wesmoland.

On Wednesday night, attendees were treated to the soulful vibes of Anita Jackson and Phillip Graves Entertainment in an exclusive private jazz club, that ended with so many members on the dance floor. These events offered a perfect balance of relaxation and networking, leaving everyone in high spirits.

Looking Ahead: New Orleans Awaits

As this conference came to a close, attendees were already buzzing about next year’s event. The 2025 World of Weddings Conference will take place in the vibrant city of New Orleans, Louisiana, from November 3rd–5th, 2025.

The World of Weddings Conference 2024 wasn’t just about education—it was about empowerment, connection, and celebration. From the sessions and speakers to the unforgettable evening events,

“Life happens FOR you, not TO you.” ~McKenna

attendees left Saint Louis not only with new skills and strategies but also with renewed motivation and excitement for the year ahead.

A heartfelt thank you goes out to our Conference Committee, whose dedication and hard work brought this year’s incredible event to life.

Under the exceptional leadership of our VP of Conference, Aaren Muex, PWP™, the committee worked tirelessly to plan, organize, and execute every detail of the World of Weddings Conference 2024. From curating a lineup of outstanding speakers to orchestrating memorable evening events, their efforts ensured an unforgettable experience for all attendees. We are deeply grateful for their commitment to excellence and their passion for bringing our community together to UNITE, EDUCATE, and EMPOWER.

This conference felt like a family reunion and a masterclass rolled into one. We can’t wait to see everyone again in New Orleans.

So mark your calendars and pack your bags – World of Weddings 2025 is sure to be another unforgettable experience! Y

Real Wedding: Carmel, Indiana

Lauren & Connor’s Fantasy Wedding

Lauren and Connor’s September wedding at The Palladium at the Center for the Performing Arts in Indiana was nothing short of magical. Their love radiated through every detail, making it an unforgettable celebration. The grandeur of the concert hall, combined with vibrant colors, textures, and ambient lighting, created a spectacular atmosphere for their 200 guests.

Talented wedding planner/designer, Monica Richard, MWP™, of Mon Amie Events, Ltd, worked tirelessly to bring the couple’s dream vision to life. As the couple both lived out of town, they had to rely on Zoom for all planning meetings, and placed immense trust in Monica and her team. Having never seen The Palladium in person, their first glimpse on the wedding day was an enchanting surprise.

Transforming the vast concert hall into an intimate space was a challenge masterfully overcome. Lighting and intricate video mapping on the ceiling and walls brought the venue to life, featuring animated butterflies and blooming tulips inspired by the custom artwork by a friend on the stationery. Opulent floral arrangements, layered vintage place settings, colorful linens, and gold-beaded chargers adorned various-sized tables, creating a fairytalelike setting.

Personal touches made the event even more special. Guests were greeted for cocktail hour in the south wing by a floral print wall with the phrase “I Only Have Eyes for You,” a playful nod to Lauren’s career as an ophthalmologist. Sunglasses holding escort cards were attached, blending style with function. Also, the couple’s choreographed first dance to The Flamingos’ “I Only Have Eyes for You” added a heartfelt connection to the theme.

The evening was filled with joy, laughter, and beauty as loved ones and friends gathered to celebrate Lauren and Connor’s new life together. Wishing the newlyweds many years of happiness and love as they continue to look into each other’s eyes! Y

Lauren & Connor’s Wedding Vendors

Letter from the Vice President, Education

As we step into a brand-new year, I invite you to pause and consider one of the most important investments you can make … investing in yourself and your personal growth.

At the core of every successful wedding business lies a sense of inner balance, self-care, and confidence. With a calendar filled with bookings, meetings, tasks and exciting possibilities, it’s easy to focus all of your energy on everyone and everything except you. Yet, I encourage you to take this year as an opportunity to prioritize not just your client’s dreams but to nurture and prioritize your dreams and goals. You can do this by investing in your personal and professional growth.

Investing in yourself may take many forms, and the rewards ripple through every aspect of your life. For some, it could be embracing self-care routines that rejuvenate and restore—whether through a few quiet minutes each day, regular exercise, or simply time spent with family. For others, this investment may mean getting the degree you always wanted, learning new skills, working towards a new professional designation, or enrolling in an educational program that stretches you beyond your comfort zone.

Investing in yourself means choosing to embrace what excites and inspires you. It’s about prioritizing your dreams and goals and building a roadmap to achieve all that you envision.

As wedding professionals, we know that planning a wedding is more than just a series of tasks—it’s a season brimming with joyful moments, unique challenges, and chances for both personal and professional growth. When you prioritize your own well-being, you’re setting the foundation for not only a thriving business but also for a life that radiates joy, peace, and authenticity.

This year, as you share your experience, wisdom, creativity, expert insights, and endless inspiration with your clients, remember to prioritize you. Take yourself off the “back burner” and schedule time for you to nurture your soul and do the things that bring peace into your life.

Make this the year that you say yes to yourself. Go ahead and enroll in that course that you always wanted to take; submit your application to become a Certified, Professional or Master Wedding Planner or Vendor; hire a professional to help uplevel your business or take that trip and visit that place that has been on your vision board for years. Let’s make this the year of expansion and transformation.

Wishing you a year filled with incredible success and endless opportunities for both personal and professional growth! Y

Shelby Tuck-Horton, MWP™ ABC Vice President of Education

• our museum-quality preservation materials ensure the life of her wedding gown

• recommended by designers and manufacturers worldwide

• in celebration of her wedding, a tree is planted by the Arbor Day Foundation in a forest of great need

• our written international performance guarantee honored by Certified Wedding Gown Specialists in eight countries includes free pressing

TM TM

For a Certified Wedding Gown Specialist near you, visit WeddingGownSpecialists.com.

For special pricing, email: info@weddinggownspecialists.com or call 800-501-5005.

The Best of Ask The Experts

[Editors Note: In celebration of the 70th Anniversary of the Association of Bridal Consultants, we took a stroll down memory lane and revisited past issues of Wedding Planner Magazine. As we flipped through the archives, we uncovered a treasure trove of timeless wisdom from our “Ask the Experts” feature. Each issue brought fresh questions from members and insightful responses from industry leaders, and we realized some of this advice is just as relevant today as when it was first published. The following questions and answers are a curated collection of these enduring gems, offering inspiration and guidance to wedding professionals at every stage of their journey. Enjoy this special nod to our rich history!]

Q: What is the one thing you know now that you wish you knew when starting out?

A. Even though the customer is always right, not everybody who wants to hire you is your customer. I wish I knew when I started that it is okay to tell a customer that you are not a good fit. We’ve all had jobs we wish we had turned down. When that little voice starts telling you that this is one of the jobs you should pass on, it is probably right.

John Goolsby, Godfather Films

A. I think I could list a thousand things here. I started my business back in 2002, so things were much different. I think one of the main things that I would have done is to make sure that I had the entire wedding planning process or at least most of it in some sort of system. Back then it seemed like I was starting from scratch for every wedding. Also, I think I would have tried to be more open and network to see what other people were doing to keep up with the trends. I’m an introvert so that process is still difficult, but I created what I thought couples wanted based on my experience from attending weddings and loving the thrill of creativity.

Veronica Foster, MWP™, Behind the Scenes Inc.

Q: What’s one business mistake you made that also was a learning experience?

A.One mistake I made initially was not having a website that I could easily update myself. That quickly resulted in a very stale site. I’m now on a different platform (Showit) which is far more manageable, and I can easily make most of the updates myself.

Lynne

Kennedy, MWP™, The Gilded Aisle

A. A learning experience that I made from a business mistake was undercharging or discounting for my services. Earlier in my career, I often discounted my services to attract more clients. However, I soon learned that doing so

confidence, and caused me to cut corners in other ways to make up for the money that I didn’t receive. There is an old saying that something is worth as much as someone is willing to pay for it. My time and the impeccable service that I provide for my clients are worth the fee that I charge.

Tia Robinson, MWP™, Cashmere Events

Q: Is it possible to make the jump from a small business to full-time wedding planner without incurring debt or having a spouse’s income to rely on?

A. This is all about advance planning! You must expect a few things to happen when you go from part-time to fulltime: 1) You know your expenses will be higher than you anticipated. 2) There are ups and downs to cash-flow that you don’t feel as much when you have a full-time out-side job. 3) If you don’t want to rely on your spouse’s income, you must be prepared to save at least a year’s worth of money to cover your costs. You can mitigate some of this by starting to promote and invest while you have the other job. Invest in better marketing and branding. Take the higher ad placements so you’ll see more traffic. Pre-pay for some things so they don’t affect your cash flow during the first year. Not incurring debt is simply about cash flow: money in vs. money out. You must look at this month-by-month, not just annually. Your business will have seasonal ups and downs, so plan for it, or give payment plans to your clients so they’re paying you throughout the year, not in big lumps.

Alan Berg, CSP, Wedding Business Consultant, Author, Speaker

A. It is possible to make it a full-time career. You must be smart with how you go about doing this. Do your due diligence before you go full-time. Create a business plan, a financial plan, and a marketing plan. Make sure that you figure out what kind of planning you will focus on (what is your career competence?), where will your business be based? (home or office), and what kind of time you can realistically put into this business? Be sure that you have proper tax, insurance, and legal advice before you begin working. We all started small and grew! My advice is to do your homework and then get out there with a positive attitude and make it happen! Merryl Brown, Merryl Brown Events

Q: When creating a one-of-a-kind wedding, do you struggle to find or suggest unique ideas?

A. I like to include something unique or personal in every wedding I create. I obtain the information I need by asking lots of questions and always listen to the client’s vision. Using ideas that are unique and personal to your couple will make the design process less stressful.

Shelby Tuck-Horton, MWP™, (formerly Exquisite Expressions and Events; now Ceremonies by Shelby Tuck-Horton)

A. I love coming up with new ideas and finding fresh concepts for clients. After all, every client is different and should have a wedding that is unique. But I find that many brides select what they can see. And they tend to settle on things you have done in the past. The best you can hope is to convince them to freshen up “used” ideas to make them a little different.

Donnie Brown, Donnie Brown Weddings and Events

Q: What is the best way to tell a potential client that you are not the right fit for them after you have had an initial consultation?

A. Breaking up with a potential client is not easy; however, we had to do this with a potential client as they would not follow our policies. We send an email with our process to book an initial consultation and a form we need the potential client to complete. They booked the consultation but did not fill out the form as they did not feel they had to, and there were far too many people on the call!! After reviewing that consultation, we decided that we would not take the booking, and this is what was said to them: “Thank you so much for your interest in working with us. After reviewing the notes from our consultation, I know our services won’t fit what you and your fiancé are looking for. I still want to make sure you find a great planner to work with for your wedding; here are a few planners I think may be perfect for you.”

Yolanda Furbert, MWP™, The Essence of Elegance

A. Rejecting a potential client needs to be handled delicately to avoid offending the couple. I would not want a couple to think I find them difficult or unpleasant to be around. If they feel rejected, what they spread by word of mouth could cause a backlash. Once I have listened to all the couple’s needs, I will come up with one of those needs that I could say that I would not be a good fit for and let them know that is why I cannot assist them with their wedding planning process. Reasons could be the time of year or month they want to get married. I may tell the couple; after learning how timeconsuming their planning would be after our initial consultation; I looked at my current weddings on my calendar and realized I do not have the capacity to take on their specific wedding. Another reason I may give is their overall wedding budget. I might let the couple know that I cannot assist them in creating the wedding of their dreams within their budget now that I have learned their expectations after meeting them. I have even let couples know that I may not be the best personality match for them and then recommend someone they would really click with. In all cases, I always recommend another consultant I think would be a good fit for the couple.

Alexis Eliopoulos 0’Mara, MWP™, Weddings by Alexis Y

Back To Basics: 7 Tips For A Flawless Rehearsal

by Erika Sherek, PWP™

As a wedding planner, one of your key responsibilities is ensuring everything runs smoothly on the big day for not only your couple but for you! A well-organized wedding rehearsal is essential to achieving that goal. It allows the wedding party to familiarize themselves with the ceremony flow, practice their roles, and address any lastminute concerns. Let’s look at my top 7 tips for running a great rehearsal.

Church Weddings

If the wedding is at a church, the officiant, such as the priest, minister, or pastor, is typically in charge. They’ll guide the couple and wedding party through the processional, ceremony flow, and recessional, ensuring everyone knows their roles and timing for the big day. In this case, the wedding planner often steps back, but remains on hand to assist with logistics, like organizing the wedding party, answering questions, and coordinating details such as the timing of entrances and exits.

Create a Detailed Timeline

A detailed timeline not only keeps the rehearsal organized but also sets the tone for the wedding day. It helps everyone understand the flow of events, reducing anxiety and allowing participants to focus on their roles.

- Include estimated time frames for each segment, such as gathering, practicing the processional, and any post-rehearsal activities (like a dinner).

- Distribute the timeline via email or print copies to hand out during the rehearsal.

Know the Venue

Familiarity with the venue allows you to anticipate any potential challenges, such as sound issues, lighting conditions, or space constraints. This preparation can prevent lastminute surprises.

- Walk through the venue during different times of the day to understand how lighting changes, especially if the ceremony is outdoors.

- Identify any potential hazards, such as uneven surfaces or slippery areas, and plan for how to address them.

- Ensure that all necessary equipment (like microphones, speakers, or decor items) is available and functioning during the rehearsal.

- If you are unable to have the wedding rehearsal at the actual venue or at the same time as the ceremony, don’t worry—there are still ways to make it work! Find an alternative location, like a nearby park, backyard, or even a spacious indoor area, and focus on walking through the key parts: the processional, where everyone will stand, and the recessional. Use tape or placeholders to mimic the layout of the ceremony space as closely as possible. If timing is the issue, rehearse earlier in the day or even the day before to ensure everyone feels comfortable. The goal is to practice the flow and get everyone on the same page, so a little flexibility goes a long way!

Communicate Clearly Clear communication is essential for ensuring that everyone knows their roles and the schedule. Miscommunication can lead to confusion and anxiety on the wedding day. Use simple, straightforward language when explaining the ceremony’s flow.

- If there are different cultural or religious practices involved, take the time to explain these to all participants.

-Make sure you give tips to the wedding party on making sure they are adequately hydrated (water!), eating protein in the morning, and not locking their knees.

- Also, it’s a good idea to let everyone know the rehearsal starts 15 minutes earlier than it’s actually scheduled. You know people are always late!

Include Key Participants

Having all key participants present fosters teamwork and ensures that everyone is on the same page. It also helps build rapport among the wedding party, making them feel more comfortable with one another.

- Send reminders a few days before the rehearsal to ensure everyone remembers to attend.

-If certain key participants are unable to attend, consider scheduling a brief follow-up with them to go over the important details.

-Encourage family members who will have roles in the ceremony to participate in the rehearsal, even if it’s just to understand the flow.

Practice the Processional and Recessional

These moments set the stage for the ceremony and are often the most photographyed parts of the day. Ensuring everyone is

comfortable with where they need to be can greatly reduce stress.

- First, arrange everyone in their designated places, then proceed with the recessional, followed by the processional and recessional practice. Positioning everyone at the outset helps them get a clear sense of where they should be.

- If possible, mark positions on the ground with tape or small markers to guide where participants should stand.

- Use music during practice to help everyone get a feel for the timing and atmosphere. For larger wedding parties, practice spacing to avoid crowding and ensure everyone is positioned for a seamless entrance and exit.

Address Last-Minute Concerns

The rehearsal is a perfect opportunity to clear up any uncertainties. Addressing concerns now can prevent issues from arising on the wedding day.

- Create an open dialogue where participants feel comfortable asking questions.

- If there are specific concerns about family dynamics, traditions, or personal preferences, take the time to address those gently and thoughtfully.

- Consider having a designated time at the end of the rehearsal for a Q&A session, allowing anyone to voice their thoughts or ask questions.

Running a wedding rehearsal is a vital step in the planning process that can significantly impact the overall success of the wedding day. By implementing these detailed tips, wedding planners can help ensure that the rehearsal is not only efficient but also enjoyable for everyone involved. Remember, the goal is to create a supportive environment where the couple and their loved ones can feel confident and excited about the celebration ahead. With careful planning and attention to detail, you can help set the stage for a beautiful and memorable wedding day. Y

Erika Sherek, PWP™

With over 25 years of event experience, including 15 years specializing in weddings, Erika brings a wealth of expertise to Wedding Planner Magazine. Renowned for her creative approach to mountain weddings and crafting unforgettable experiences for couples and their guests, she has a passion for innovation in the wedding industry. Erika also boasts a decade of experience in print and digital publications and has served on the boards of various business and wedding associations, contributing to her deep understanding of the industry’s trends and challenges.

Academic and Professional Standards Alliance

A Partnership Framework for LWPI and ABC

The Academic and Professional Standards Alliance (APSA) represents a groundbreaking partnership between a leading professional association and an esteemed academic certifying body in the wedding and event planning industry. This alliance is dedicated to elevating industry standards, enhancing educational opportunities, and ensuring the highest level of professionalism within the field.

Purpose and Scope

The primary objective of the Academic and Professional Standards Alliance is to foster a rigorous and comprehensive framework that supports ongoing professional development, ensure public protections, and maintains the integrity of the wedding and event planning industry. This alliance integrates academic rigor with real-world application, providing a seamless pathway from classroom learning to professional practice.

Key Functions of the Alliance

1. Raising Industry Standards

2. Protecting the Public

3. Providing Education and Career Training

4. Ongoing Continuing Education

5. Establishing and Governing Industry Standards

6. Support Through Integrated Programs

Strategic Goals

1. Enhance Educational Quality: Elevate the academic standards of educational programs to produce highly skilled and knowledgeable professionals.

2. Expand Access to Professional Development: Increase the availability and diversity of professional development resources across global regions.

3. Strengthen Industry Connections: Build robust partnerships with industry stakeholders to enhance job placement opportunities and real-world learning experiences.

4. Promote Innovation: Encourage the adoption of innovative practices and technologies in both teaching and event planning execution.

The Academic and Professional Standards Alliance is posed to become a pivotal force in shaping the future of the wedding and event planning industry. Through its comprehensive approach to education, certification, and professional development, APSA ensures that industry practitioners are well-prepared to meet the challenges of today’s dynamic event environment, thereby sustaining the industry’s integrity and public trust This partnership not only raises the bar for professional practice but also enhances the career trajectories of its members, making a lasting impact of the global stage.

Course Feature CERTIFED WEDDING & EVENT PLANNER PROGRAM

(Available in English & Spanish / In-Person or Online)

The course you need to begin your career as a wedding and event planner!

Choose to do it in-person.

Choose to do it online at your own pace.

A 10-week immersive course designed to equip aspiring event professionals with the knowledge, skills, and practical experience needed to excel in the event planning industry including mastering the fundamentals of event planning, design aesthetics, vendor management, client interaction logistics, and crisis management With a strong focus on hands-on learning, networking opportunities, and adaptability, this program sets itself apart by providing real-world experience and opportunities for paid internships Students learn from industry experts, develop a stunning portfolio, and earn an accredited certification

(Payment plans available by clicking on the “Learn Now” button and clicking AFFIRM option instead of a card.)

PLEASE NOTE: Upon completion you will earn the 25 designation points you require under Education to become an ABC Certified Wedding Planner

“This class has been so informative. It’s so much more than I was expecting. Great information and support. Great introduction to so many resources in the event/wedding industry that I had no knowledge of.”

- Brandi Snipes

“I have learned so much through LWPI’s online certification program! They did a great job turning their program into an online one where people can complete anywhere at anytime It not only teaches you about the wedding and event planning business, but how to run one properly which is key Can’t wait to learn more ”

- Ashley Hullinger

Real Wedding: Baltimore, Maryland

Laverne

& Duane’s

Modern & Romantic Wedding at the Four Seasons

For more on this amazing wedding scan the QR code

Laverne and Duane’s Wedding Vendors

Laverne and Duane’s love story began with a simple “thank you,” leading to an undeniable connection. Both had been married before and had children, so they knew the challenges of blending families. But through it all, their bond only grew stronger. Their wedding was not just about the union of two individuals but the blending of two lives and two families.

On July 23, 2023, the couple celebrated their commitment at the stunning Four Seasons Hotel Baltimore, choosing the venue for its modern elegance and breathtaking waterfront views. With a color palette of burnt orange, chocolate, white, and gold, their celebration exuded a contemporary romance that matched their personal style. Laverne looked radiant in a sequined, mermaid, white satin gown with an illusion neckline, while Duane stood beside her in a custom-made, crisp white tuxedo with burnt orange accents. Surrounded by 307 family and friends, the couple exchanged vows that spoke of their deep love and the future they were building together.

The reception that followed was filled with elegance and joy. Guests danced the night away, celebrating the union of two souls who had found their perfect match. The ballroom was adorned with luxurious, breathtaking, towering florals, candles, and gold accents, creating a romantic atmosphere that set the stage for unforgettable memories.

Tia Robinson, owner of Cashmere Events, LLC, provided full-service wedding and decor planning along with coordination for this couple. Tia said, “The bride was not a real girly girl and didn’t dream of a wedding, but she loved her fiancé and wanted to make the second time around for both a memory of a lifetime”.

As a wedding planner, Tia commented that the biggest challenge was organizing all the moving parts and vendors coming in and out of the hotel and keeping them on a schedule that didn’t impede the hotel’s other everts. In addition, keeping a very large wedding party of 23 people plus the bride and groom on task kept Tia and her team of eight extremely busy. The bridal party decided to play hide-and-seek during the formal photos. The groomsmen kept sneaking off for snacks, the bridesmaids were chasing butterflies, and the photographer was doing acrobats to capture it all. Another challenge occurred when the floor vinyl wrap arrived in the wrong color and Tia’s resourcefulteam had to repaint the black in a metallic gold as ordered.

Laverne and Duane’s wedding was a testament to their love’s strength and the beautiful future ahead. From the elegant venue to the impeccable details, it was a day fit for royalty! Y

From First Click to Commitment: How To Attract and Nurture

Today’s Newly Engaged Couples Online

by Muriel MacRae, Editor Wedding Planner Magazine

For wedding professionals, the quest to connect with newly engaged couples is a delicate dance – one that requires understanding, patience, and strategy. Today’s engaged couples, largely made up of Millennials and Gen Z, navigate their decisions differently than previous generations. They are information-driven, cautious, and deliberate. Winning their trust requires meeting them where they are, giving them the details they need, and understanding the psychology behind their decision-making process.

Let’s look into how you can attract potential leads, get them to interact with you, and nurture those connections until they’re ready to say, “I do” to your services.

The Digital Doorway: How Couples Research Vendors

Before a newly engaged couple ever contacts you, they’ve likely done their homework. Millennials and Gen Z couples rely heavily on digital resources to make informed decisions BEFORE they will ever begin talking with you. Here’s what they’re looking for:

1. Pricing Transparency:

Pricing is one of the first things couples seek out. While you might hesitate to display your rates online, providing at least a starting price or range builds trust. They value efficiency and straightforward communication

before anything else. Without this information, potential clients might assume you’re out of their budget or unwilling to be upfront. If they can’t find this critical piece of information on your website, they’ll likely move on to another service provider who does.

2. Real Reviews and Testimonials: Today’s couples crave social proof. They’ll scour online reviews, Google ratings, and client testimonials to see what others say about working with you. A collection of authentic, glowing reviews can give them the confidence to reach out. Be sure to include getting reviews on The Knot, Wedding Wire, Google, and/or Facebook from existing clients (and possibly vendors you have worked with as well) after each wedding.

3. Clear First Steps:

Why They Seem to “Ghost” You

Couples want to know what happens after they contact you. Do you book a consultation? Do you have a pricing guide? Do they get a customized quote? Outlining the process on your website reduces uncertainty and helps them feel more secure in taking the next step.

4. Engaging Content:

Think of your website as the ultimate first impression. It should be visually appealing, easy to navigate, and packed with helpful information like blogs, FAQs, and wedding planning tips. This not only positions you as an expert, but also keeps couples on your site for longer.

If you’ve ever felt like a potential client has vanished into thin air after initial contact, you’re not alone. What might seem like ghosting is often a sign that they’re simply not ready yet, Millennials and Gen Z are deliberate decisionmakers. They want to feel completely informed and safe before committing to an inperson meeting or a financial agreement.

Here’s what could be happening:

• They’re still comparing vendors.

• They’re waiting for input from family or friends.

• They’re not ready to spend the money yet.

• They feel they don’t know enough about you to move forward.

• Something may have come up in their lives and they are just not ready to move forward yet. (It’s nothing personal!)

Instead of writing off these leads, view this as an opportunity to nurture the relationship. Remember: until they explicitly say “no,” they’re still interested.

Building the Know, Like, and Trust Factor

To turn leads into clients, you need to focus on building the “know, like, and trust” factor—a concept that’s as timeless as good wedding advice. This process can’t be rushed; it requires consistent effort and a genuine desire to make couples feel comfortable and confident in choosing you. Think of it as nurturing a new relationship, step by step.

1, Get Them to Know You

Introduce yourself and your business in a way that feels personal and engaging. Use your website, social media, and blog to showcase your personality, values, and expertise. Share behind-thescenes moments, introduce your team, and highlight the story of how your business came to be. When couples get a sense of who you are, they’ll feel more connected and begin to see you as a trusted expert in your field.

2. Get Them to Like You

Be approachable, relatable, and genuinely helpful in your interactions. Share content that resonates with the challenges and excitement of their wedding journey, like tips on budgeting, organizing a guest list, or choosing the perfect venue. You can also send thoughtful messages, such as venue suggestions or planning tips, to keep the conversation going. Avoid pushing too hard for a meeting; instead, focus on adding value and staying topof-mind. The goal is to position yourself as someone they enjoy engaging with and can see as a partner in their wedding planning.

3. Get Them to Trust You

Trust is built through consistency, transparency, and genuine care. Provide helpful resources, answer questions

promptly, and ensure your communication is clear and reliable. Avoid coming across as overly sales-focused; instead, show that your priority is helping them create the wedding of their dreams. Show couples that you’re dependable and genuinely care about helping them create the wedding of their dreams, and not just making a sale.

By focusing on these three steps, you’re not just marketing your services— you’re creating a connection that makes couples feel confident and excited about working with you. It’s a foundation that leads to lasting relationships and glowing referrals.

Content is Key: Be Their Wedding Planning Guide

One of the best ways to build trust is by providing value upfront. Newly engaged couples often feel overwhelmed, and your content can act as a guiding light. Here are some content ideas to help you connect with them:

1. Blog Articles:

Write posts on topics like “The First Steps of Wedding Planning,” “How to Create a Wedding Budget,” or “Tips for Choosing Your Perfect Venue.”

SEO opportunities to attract newly engaged couples to your website.

2. Social Media Posts: Share quick, actionable tips, inspiring photos of your past work, and testimonials from happy couples.

3. Free Resources: Offer downloadable guides or checklists, such as “5 Questions to Ask Before Hiring a Wedding Planner,” or “How To Create Your Guest List.”4. Email Newsletters: Use email marketing to stay in touch with leads who aren’t quite ready to commit. Share helpful articles, showcase your work, and remind them of the value you bring. They might be “lurking” in the background, but once again, a lurker hasn’t said “no”. They’re just not ready yet!

The more value you provide, the more they’ll see you as an expert and someone they can trust.

Keep the Communication Doors Open

For couples who aren’t ready to commit, having a follow-up plan is essential. Instead of bombarding them with sales pitches, focus on nurturing the relationship. Here’s how:

STACEY MOUA PHOTOGRAPHY

1. Automated Email Sequences:

Set up a series of emails that provide value over time. For examle, start with a thank=you email, followed by helpful planning tips, and then showcase some of your recent work.

Personalized Follow-Ups:

If a couple has expressed interest but hasn’t moved forward, send a friendly,

Consistent Social Media Presence:

Stay active on platforms like Instagram and TikTok, where they can see your latest work, reviews, and behind-the-scenes moments. This keeps you topof-mind without being intrusive.

Patience Pays Off

Remember, building a relationship with newly engaged couples takes time. These are clients who want to feel fully informed, emotionally connected, and confident before they make any decisions. By being patient, transparent, and helpful, you position yourself as the professional they can trust when they’re ready to move forward.

The bottom line? In today’s wedding market, it’s not about the hard sell—it’s about creating a genuine connection. Show up

consistently, offer value, and build relationships based on trust. When you do, you won’t just attract leads; you’ll turn them into loyal clients who can’t wait to work with you. Y

Tech Tools for Wedding Professionals: Mastering Destination Weddings With Ease

by Nikki Hilaire-Roach, PWP™

[EDITOR’S NOTE: Today, tech and automation tools are a necessity for all wedding professionals to streamline your events and client processes. While Nikki comes to us as a destination wedding professional, many of the tech tools she has included in her article will be useful for any wedding planning professional – Aisle Planner, ShowIt, Flodesk, and Canva.]

Let’s face it—destination weddings are not just an event; they’re an entire experience. As wedding professionals, we’re tasked with orchestrating magical celebrations that span countries, time zones, and cultures. Add travel arrangements, vendor coordination, and a guest list that often stretches across the globe, and the complexity skyrockets. That’s where technology comes in—not as a luxury, but as a necessity!

I’m Nikki Hilaire-Roach, a professional wedding planner and owner of Weddings With Flair, a destination wedding and travel company. Over the years, I’ve discovered that using the right tech tools isn’t just about making my life easier (though it does); it’s about creating an exceptional experience for my clients.

Why Technology is Essential for Wedding Professionals? Technology allows us to simplify the chaos, stay organized, and elevate our service offerings. For destination wedding planners like me, it’s all about integrating travel logistics with wedding planning to create a seamless experience. The right

tools help me manage everything from RSVPs to room bookings while keeping clients and guests informed, excited, and stress-free.

But here’s the secret: the magic happens when your tools work together. Integration is key. By choosing apps and platforms that sync, you can avoid duplication, streamline processes, and create a polished, professional experience that wows your clients and their guests.

My Tech Toolkit: The Apps That Keep It All Together

Aisle Planner

Cost: Starting at $39/ month

Aisle Planner is my command center. From tracking budgets and RSVPs to creating detailed timelines, this tool keeps everything in one place. What I love most about it is how it integrates with my other platforms. For example, when a guest RSVPs via a Flodesk email or the couple’s wedding website, it automatically syncs into Aisle Planner. There are no manual updates, no missed details—it’s efficiency at its best.

ShowIt

captured directly into Flodesk. It’s a seamless way to keep everyone informed while building excitement for the big day.

Flodesk

Cost: Free plan available; $38/ month

Cost: Starting at $19/month Custom wedding websites are essential for destination weddings, and ShowIt is my go-to for creating them. I can create a website for each of my couples that’s website includes travel details, schedules, and a booking opt-in banner. Guests simply click the banner to get more info, and their details are

Flodesk is the ultimate email marketing tool. Once guests opt in through the wedding website, they’re automatically added to a Flodesk segment named for the couple. From there, I send personalized, automated emails introducing myself, explaining the booking process, and showcasing room options with sample costs. Guests can RSVP via Flodesk, andthose responses sync directly to Aisle Planner. It’s a fully integrated system that ensures no one gets left behind.

Canva

Cost: Free plan available; Pro plan $12.99/month

Canva is my creative playground. From savethe-dates and invitations to travel reminders and wedding weekend guides, Canva helps me design beautiful materials that guests read. And here’s the exciting part: in 2025, I’m launching a Canva template store featuring destination wedding welcome guides tailored to popular resorts and locations. It’s all about helping planners like you elevate your communication with ease.

Tess, by Travel eSolutions

Cost: $10/month with ABC Membership

Tess is a game-changer for managing travel logistics. It tracks all my bookings, from flights to room blocks, giving me a clear overview of who’s traveling when and where. What’s even better? Tess has partnered with

Consultants (ABC) to make it easy for us wedding professionals to log our bookings and get paid quickly. It’s invaluable for destination weddings, where travel is just as important as the big day itself.

How It All Comes Together

Imagine this: A couple books me for their dream destination wedding, and the planning begins. I start by designing a custom wedding website on ShowIt, complete with a booking opt-in banner for guests. When guests click the banner, they’re seamlessly directed to Flodesk, where they’re added to a segment specifically for the couple’s wedding.

From there, I send out personalized, automated emails to guests with travel details, accommodation options, and instructions for RSVPing. Whether they RSVP via email or the wedding website, their responses are automatically captured in Aisle Planner, keeping everything organized in one place.

it. By combining my wedding lanning expertise with my travel coordination skills, I ensure every detail is executed flawlessly. Guests feel informed, the couple feels supported, and teh entire experience is sterssfree and memorable.

Tech Tips for Wedding Pros

If you’re looking to level up your planning game, start by choosing tools that align with your workflow. Focus on platforms that integrate seamlessly and cater to the specific needs of your niche— especially if you’re handling destination weddings.

Technology doesn’t replace your expertise; it enhances it. By embracing tech, you can stay ahead of the curve, provide unparalleled service, and create unforgettable experiences for your clients. And that’s what we’re all here to do, isn’t it? Y

At the same time, I use Tess, by Travel eSolutions, to track all travel bookings— flights, room blocks, and more—ensuring I have a clear picture of everyone’s travel plans.

Meanwhile, Canva is my go-to for designing polished communications, from travel reminders to the final wedding weekend guide that guests receive before they pack their bags.

This seamless integration of tools doesn’t just streamline the process; it transforms

Hilaire-Roach is a Professional Wedding Planner, PWP™, and proud member of the Association of Bridal Consultants. As the owner of Weddings with Flair, she combines 15+ years of expertise with cutting-edge tools to plan seamless destination weddings and travel experiences, creating stress-free, unforgettable celebrations for couples worldwide.

Nikki

Beyond The Business of Wedding Planning

by Jacqueline Vazquez, MWP™

Who would have guessed that, following my first wedding at a community center in my hometown Bronx, NY, I would remain in the wedding and event industry for more than 25 years, and be a contributing expert on a national and international level, be featured in publications like Success Magazine, Bella Magazine, U.S. News, Newsweek, Readers Digest, Party Slate, Maharani Weddings, Carats & Cake, Sposi Magazine, Women’s Health, I Do Jamaica, Adriana Weddings, to mention a few, and also be recognized by Success Magazine as one of 50 women creating social and community impact throughout the world and one of five Latina Changemakers making a difference?

I am in such awe of the impact I have made in the world since transitioning from a career in accounting to one in the event industry, that I had to read that first paragraph multiple times. I consider myself fortunate and honored for every opportunity, but the big highlight on this journey is that it required perseverance, hard work, focus, and drive. If I was asked, what advice would I give my shy and introverted you are scared but keep your younger self? I would advise, “Don’t change a thing. I know head up and keep moving forward. It’s a scary wold, but you’re more than capable.The world is going to experience your magical smile, transparency

and warm compassionate heart.” My story hasn’t been an easy journey, and I still have to pinch myself every time I tell it. In my 25 years in the event industry, I have been divorced, remarried, diagnosed with infertility, redefined motherhood as a childless woman, lost the closest key people in my life, and became a caregiver for the last 5 years for a parent with dementia. All this while building a business as an entrepreneur and then taking a huge leap of faith to branch out into other projects including being an international mentor, speaker and educator, as well as a best-selling author, women’s wellness advocate, and podcast host.

I’m sharing all of this in hope that it will encourage my colleagues with any ideas or thoughts they may have about new endeavors, whether it’s in the wedding or event industry or not. Here are some things to think about as you look to advance or move to the next level of your career.

1. Take a moment to sit in a place where you can assess and list everything you have accomplished, and how it has helped you, your clientele and colleagues.

2. After that, pause to reflect, review, and express gratitude for everything you have achieved and for the people you have been able to help with your knowledge, skills, and abilities.

3. Now return to that sitting place, and on another sheet create a list of those ideas you have been pushing off to the side and label them “CRAZY” ideas. Guess what? No matter how ludicrous you believe those ideas to be they are worthy to be considered. What if Albert Einstein hadn’t pursued his idea of power creation? What if Martha Stewart had never discussed her entertaining philosophy in her debut book, which served as the foundation for everything she has

achieved? What if Melanie Perkins never made the decision to pitch the idea of Canva as a free online graphics platform? How long would it take someone who isn’t as techsavvy to make their incredible presentations or graphics for social media? What if Amanda Gorman chose not to devote herself to penning her poetry? Would she continue to hold the title of youngest inaugural poet in American history? I think you get where I’m going. I mention these people to demonstrate the power of embracing those crazy ideas. Everybody has a different level of goals and expectations for their ideas, but if you don’t try to see what your ideas can grow into, you’ll never realize that opportunity.

So how can you create an impact beyond your business? In my book, The Creative Life of An Elite Event Planner, I share some key elements that apply to the event industry, even though it was created as a next level resource for event planners. Some of those essential components will help as you proceed with your ideas like projects or other endeavors, including mentoring, education, coaching, podcast host, becoming an author, or even transitioning to a prior career that can benefit the event industry. Even if you are a planner and would like to become a floral designer, try it. Do the research, take some classes, ask a colleague if they need help with a job, or how you can help.

Here are some tips from my book to get you started on your list of ideas:

•Understand your UQI – your unique quality identifier. Don’t try to venture into something just because someone else is doing it. It should be a feeling that is calling you from within. Not just a trend to cross off your list.

•The Mindset – As you become a season professional it is important to assess and evaluate your role and whether

looking into adding new projects will add value to your future or not. Remember you don’t want to create a journey that is packed with so much that you will burn out mentally and physically.

•Handling the unexpected. When adding a new role or project, consider what you might run into and how you will be able to handle it.

•Building relationships, partnerships and your entourage Now this one is KEY. Why, because these three support teams are the ones that will support and allow you to embrace those crazy ideas while still running your business. Having a great support in-house team who you can delegate to, and will help take the load off your day to day while you venture into those new ideas.

As a seasoned event professional here are my words of encouragement to my colleagues.

•Be kind to yourself and know that you are worthy of anything you set your mind to do.

•Make sure that as you look to venture into any of the incredible ideas that you take into consideration your time investment.

Not just your professional time but also your personal and selfcare time.

•Make sure to take mental and physical breaks. A great resource I would recommend is Charessa Sawyer from the Event Therapy Network. She is amazing.

•Leverage your expertise as you start creating your ideas list. I know you have done quite a bit so take time to create a detailed list. It might take several sit downs.

•Also make sure to take time with your ideas to see how they align with you in all aspects of your journey.

Don’t second guess what you are feeling. It helps to step away from the noise. You might need to go silent for a while. Away from social media, networking or other industry events so you can get clarity. It’s ok, the industry will still be there when you return.

This is your opportunity to shine, so take advantage of spending some time to create the magic that will make the world a better place for you and others who can benefit from what you are looking to create. You got this!

Jacqueline Vazquez, MWP™ is a multi-faceted award-winning entrepreneur, transformational catalyst, international speaker, educator, mentor, women’s wellness advocate, 2x best-selling author, and podcast host. She is the found of both Lifetime Events by Jacqueline, and more recently, the Catalyst Bridge Agency, a curated platform to help those looking to achieve transformation in three independent areas: Education, Emotional Wellness, and Execution.

With her vast 25+ years’ entrepreneurial experience, Jacqueline is always looking to raise the bar and pay it forward. Her experience highlights the foundations, genuineness, and creative flair which uniquely represents her strengths and beliefs. She has created a trusted brand that is well-respected and valued by her clients, peers, and relationships built over the years.

Swipe Right on Social Media: Finding and Wooing Your Ideal Client

by Cathy MacRae, MWP™

Finding your ideal client on social media is a bit like navigating the world of modern dating. Imagine you’re looking for “the one.” Would you head to a retirement home when you’re hoping to meet a vibrant 30-something who shares your passion for live music and spontaneous weekend getaways? Probably not. Just like you wouldn’t scour a nightclub at 2 AM if you’re searching for someone who enjoys quiet mornings and yoga. The key to success, whether in dating or in business, is showing up in the right places – where your dream connection already hangs out. Choosing the wrong platform is like trying to start a meaningful conversation on a roller coaster: it’s noisy, chaotic, and no one is really paying attention. Instead, you want to be intentional, finding the spaces where your ideal clients are already engaged, relaxed, and ready to listen. On social media, the right platform is your version of a perfect first date – a place where you can make a meaningful connection and leave them wanting more.

Understanding the Social Media Landscape

As of October 2024, there are approximately 5.22 billion social media users worldwide,

different platforms monthly, showcasing the incredible reach and diversity of audiences available online. For wedding professionals, this vast digital presence is not just an opportunity—it’s a necessity. Engaged couples turn to social media for inspiration, vendor research, and even booking decisions, making it one of the first places they’ll encounter your business. By strategically positioning yourself on the right platforms, you can establish credibility, showcase your expertise, and create meaningful connections with potential clients in ways that traditional marketing simply can’t achieve. Ignoring social media today means missing out on one of the most powerful tools to grow your brand and attract your ideal audience.

Identifying Your Ideal Client

For wedding professionals, it’s crucial to understand the demographics of potential clients. Most couples tying the knot fall within the 25 to 34 age range, with a significant portion between 18 and 24. Additionally, it’s wise to consider the upcoming Generation Z audience (born 1997-2012), as they are entering the marriage market.

Demographic Breakdown:

• Generation X: Born 1965-1980 (ages 44-59)

• Millennials: Born 1981-1996 (ages 28-43)

• Generation Z: Born 1997-2012 (ages 12-27)

Platform Overviews

Facebook

• Monthly Active Users: 3.04 billion

• Largest Age Group: 25-34 (29.4%)

• Gender Distribution: 43.7% female, 56.3% male

• Average Daily Time Spent: 30.9 minutes

Facebook remains a dominant platform, especially among adults. However, younger audiences are gravitating towards platforms like TikTok and Instagram. Notably, Facebook has seen a resurgence in young adult users, with over 40 million U.S. and Canadian adults aged 18 to 29 engaging daily.

Instagram

• Monthly Active Users: 2 billion

• Largest Age Group: 18-24 (30.8%), closely followed by 25-34

• Gender Distribution: 48.2% female, 51.8% male

• Average Daily Time Spent: 30.1 minutes

Instagram’s visual-centric platform is ideal for showcasing wedding portfolios. Features like Reels, Stories, and Carousels, in addition to single static posts, offer diverse content formats to engage users. Its popularity among younger demographics makes it a vital platform for wedding professionals. One of Instagram’s greatest advantages is how seamlessly its content can be repurposed for Facebook, thanks to their shared parent company, Meta. With just a few clicks, you can cross-post Instagram Reels, Stories, and photos directly to Facebook, saving time while extending your reach to an additional audience.

TikTok

TikTok’s explosive growth, especially among Gen Z, offers wedding professionals a platform to showcase creativity through short-form videos. It’s an excellent avenue to highlight events and share behind-thescenes content. Another bonus is that TikTok’s algorithm is designed to prioritize discovery, meaning your content can reach a wider audience, even beyond your followers, with minimal effort. Unlike Instagram and Facebook, where organic reach has declined over time, TikTok continues to freely share content with users based on their interests, making it an ideal platform for amplifying your visibility and connecting with new clients.

YouTube

• Monthly Active Users: 2.5 billion

• Largest Age Group: 25-34 (21.5%) followed closely by 3544 (18.5%)

• Gender Distribution: 51.4% female, 48.6% male

• Average Daily Time Spent: 45.6 minutes

As the second-largest search engine, YouTube is perfect for sharing long-form content like wedding highlights and tutorials. The introduction of YouTube Shorts allows for repurposing short-form content (that you may have created for Instagram or TikTok), which allows you to repurpose content you’ve already created while also expanding your reach.

• Monthly Active Users: 482 million

• Largest Age Group: 25-34 (28.5%)

• Gender Distribution: 76.2% female, 17% male

• Average Daily Time Spent: 14.2 minutes

Pinterest is a haven for wedding inspiration, making it invaluable for professionals. Its predominantly female user base aligns well with the wedding industry’s target audience.

Choosing the Right Platforms

Choosing where to focus your social media efforts as a wedding professional comes down to two critical platforms: Instagram and TikTok. These platforms are the most effective for connecting with today’s newly engaged couples because they combine visual appeal, engagement potential, and audience relevance.

Swipe Right on Social Media: Finding and Wooing Your Ideal Client Online

Instagram is the ultimate visual showcase for weddings, thriving on photos, reels, and stories that highlight the beauty and creativity of your work. Its core audience of 18-34-yearolds aligns perfectly with the demographic of most engaged couples. Instagram offers versatile content options, from behind-the-scenes glimpses to full wedding galleries, and provides powerful engagement tools like saves, shares, and direct messaging.

Meanwhile, TikTok excels in short-form video content, offering a more casual and trend-driven way to connect with younger Millennials and Gen Z clients. TikTok’s algorithm favors content discovery, making it easier for your videos to reach a wider audience, even if you’re just starting out. Together, these platforms create the perfect combination of visual inspiration and engaging storytelling, making them essential for wedding professionals looking to build meaningful connections with their ideal clients.

While Instagram and TikTok should be your primary focus, other platforms like Facebook, Pinterest, and YouTube can still play a valuable supporting role. These platforms are excellent for repurposing content you’ve already created – think turning Instagram Reels into YouTube Shorts, sharing TikTok videos on Facebook, or pinning your best Instagram posts to Pinterest for long-term visibility. They can help extend the reach of your content to a broader audience, provide additional touchpoints with potential clients, and keep your brand active across multiple spaces without requiring significantly more effort.

Quality Over Quantity

Social media success, much like finding love, is about quality over quantity. Just as you wouldn’t juggle five first dates in one evening and expect meaningful connections, you shouldn’t try to master every platform at once. Focus on one or two platforms where your ideal clients are already spending their time – like Instagram and TikTok – and commit to showing up consistently and authentically.

By doing so, you’ll build trust, showcase your expertise, and foster the kind of connections that turn curious couples into enthusiastic clients. Remember, your social media presence is an extension of your brand and your passion for helping couples create their dream day. It’s not about being everywhere; it’s about being in the right places, engaging with the right audience. When you invest time and effort into meeting your clients where they are, you position yourself not just as another vendor, but as the obvious choice for their once-in-a-lifetime event. In the end, whether it’s in love or business, the key is the same: show up where it matters most, give it your best, and the right people will find you.

If you have any questions I can help out with, please do not hesitate to reach out to me on Instagram at @IAmCathyMacRae or email me at cathy@savvysocialslayers.ca. Y

“Social media success, much like finding love, is about quality over quantity.”

Cathy MacRae, a Master Wedding Planner™ with 16+ years of experience, is the owner of Creative Weddings Planning & Design out of Calgary, Canada. As a business coach and founder of Savvy Social Slayers, she empowers entrepreneurs to master branding and social media marketing. Known for her engaging speaking style, Cathy is a conference speaker and workshop presenter that delivers actionable strategies to help audiences grow their businesses and online presence with confidence.

KARINADOPPDESIGNS

The Importance of Showcasing Diversity On Your Website and Social Media Diversity

by Lois Pearce, MWP™

Our wedding industry is a vibrant and diverse field, serving couples from various backgrounds, ethnicities, orientations, and cultures. Society is moving toward greater inclusivity and awareness. Your wedding business must also adapt and evolve to meet the needs of today’s couples. This shift toward diversity and inclusion is not just about being “politically correct”; it is about recognizing the diverse tapestry of love stories and supporting couples in celebrating their unique journey. For wedding industry professionals, embracing diversity and inclusion can enhance customer relationships, build reputation, and ultimately drive business growth. Let’s explore strategies for embedding diversity and inclusion into your wedding business model.

Understanding Diversity and Inclusion

Diversity encompasses the unique aspects that make individuals different from each other, including race, ethnicity, gender, age, sexual orientation, ability, religion, and socioeconomic background. Inclusion, on the other hand, is about creating an environment where everyone feels valued, respected, and welcomed. In the wedding industry, promoting diversity and inclusion means offering services that reflect the full spectrum of love stories and removing barriers that may prevent couples from feeling acknowledged or celebrated.

The Business Opportunity

Modern couples, especially younger generations, are increasingly drawn to businesses that reflect their values. They want to work with vendors who respect their identities, understand their cultural practices, and are open to unique interpretations of wedding traditions. In fact, research shows that inclusivity drives customer loyalty, improves brand reputation, and enhances profitability. For the business owner it is a great opportunity for business visibility. It is an opportunity to stand apart from other mainstream businesses regardless of what type of service you deliver.

By creating an inclusive wedding business, you appeal not only to a more extensive customer base but also demonstrate to all clients that your services are sensitive, thoughtful, and adaptable. Couples want to feel understood and accepted. When this occurs, they’re more likely to share positive experiences with friends and family, building word-of-mouth referrals that are invaluable in this industry.

Strategic Suggestions to Create an Inclusive Wedding Business

Building a wedding business that truly embraces diversity and inclusion involves both internal and external practices. Below are actionable strategies that any wedding professional—from planners and photographers to florists and caterers—can adopt to ensure they meet the needs of all couples.

1. Inclusing Begins With Education

Understand the cultural, religious, and social nuances that may influence your clients’ wedding decisions. Explore different cultural wedding traditions, LGBTQ+ etiquette, and accommodations for couples with disabilities. This will empower you and your team to respond thoughtfully to clients’ unique needs.

Additionally, equip your team with interpersonal communication skills to relate effectively with diverse clientele. Language plays a crucial role in making clients feel welcome— avoid assumptions and use gender-neutral terms like “partner” or “fiancé(e)” until you know the preferences of each couple.

2. Show Diversity in Your Marketing

A potential client wants to see themselves in your marketing. When done in truth marketing is a powerful tool that can showcase your business’s commitment to inclusion. Ensure that your website, social media, and promotional materials reflect a range of couples from different backgrounds. Inclusive marketing imagery should highlight interracial couples, same-sex couples, and individuals from various cultural backgrounds. This visual representation tells potential clients that your services are for everyone, regardless of who they are.

It’s equally important to use inclusive language in your copywriting. When describing your services or sharing testimonials, use inclusive language that welcomes all couples and avoids assumptions based on gender or stereotypes. If you have previous clients who are comfortable sharing their diverse stories, highlight their weddings as part of your portfolio, showcasing your ability to celebrate love in all its forms.

Build a Network of Diverse Vendors

Partner with a diverse group of vendors will help you serve couples with a range of needs and backgrounds. For instance, connect with vendors who specialize in various cultural cuisines, ceremonial music, or traditional dress. Collaborate with LGBTQ+-friendly venues and professionals who have experience with accessibility requirements

This network not only strengthens your ability to provide a well-rounded service but also fosters comm.unity support within the wedding industry. By working with diverse vendors, you can gain valuable insight into the specific needs of different communities, ensuring your services remain inclusive and culturally aware.

4. Design Inclusive Services

When couples see that you’ve thought through the details of inclusivity, they’ll feel valued and understood. Ensure that your services accommodate a variety of needs and preferences. For example, if you’re a wedding planner, offer flexible packages that cater to small, intimate ceremonies as well as large, traditional gatherings. Consider offering culturally specific ceremonies, like Indian or Jewish weddings, as well as LGBTQ+ wedding packages.

Diversity

Inclusivity also means accommodating various physical needs. Familiarize yourself with ADA requirements. Make sure your venues are wheelchairaccessible, provide seating for guests with mobility issues, and consider offering Braille programs or sign language interpreters if requested.

5. Be Clear About Your Inclusivity Commitment

Clients appreciate transparency, especially when it comes to values. Clearly communicate your commitment to diversity and inclusion on your website and social media. Include a mission statement or a “values” section that states your dedication to serving all couples, regardless of background. This helps establish trust and sets clear expectations from the outset. Additionally,

A potential client wants to see themselves in your marketing.

6. Address Unconscious Biases in Customer Service

encourage feedback from your clients on how you can improve your services. This shows that your commitment to inclusivity isn’t just a one-time gesture but an ongoing process of learning and adaptation.

Unconscious biases can inadvertently affect how you interact with clients. For example, assuming a bride will want to focus on décor, or that a groom will be interested in logistical planning can reinforce gender stereotypes. Similarly, making assumptions about budget or style based on race or nationality can alienate clients.

Awareness of these biases can go a long way in ensuring all clients feel respected. Approach every client with a blank slate and listen carefully to their needs and preferences. By focusing on the individual rather than stereotypes, you’ll be able to provide a more personalized and inclusive experience.

7. Celebrate Diversity in Team Hiring and Training

An inclusive business begins with an inclusive team. When possible, hire staff from various backgrounds who can bring unique perspectives to your business. This will not only enhance your team’s understanding of different cultures and traditions but also demonstrate to clients that diversity is integral to your brand.

STACEY MOUA PHO-

In addition to hiring practices, provide regular training on diversity and cultural competence to help your team navigate sensitive situations and interact with all clients respectfully and empathetically.

Within your team, respect their diversity and invite opportunities for them to share their cultural traditions and experiences.

8. Challenges and How to

Overcome Them

Embracing inclusivity in the wedding industry can present challenges, especially when traditional norms and expectations differ from modern inclusive values. For example, wedding professionals may

sometimes face resistance from clients with specific cultural or religious beliefs. In these situations, it’s important to navigate the conversation may diplomatically, reaffirming your commitment to inclusivity while staying true to your values.

Similarly, the journey toward inclusivity is a continuous learning process. Don’t be afraid to admit that you would like to understand more about traditions and beliefs. Missteps may happen, but by remaining open to feedback, your business can grow and adapt to better serve the diverse couples who seek your services. Even with research, you will never know everything.

Conclusion

The wedding industry is constantly evolving. “Global” no longer is far away, but right at your doorstep with the internet. The importance of diversity and inclusion becomes increasingly clear. Because of the internet your business is constantly being viewed by potential clients who may be near or far. By fostering an inclusive approach, your wedding business can not only expand its client base, but it may also create a positive impact within your community. Embracing diversity is about celebrating love in all its forms, ensuring every couple feels seen, respected, and celebrated. As you integrate these practices into your business, you’ll be contributing to a more inclusive industry that honors the unique stories of all couples.

With thoughtful commitment, our wedding industry can continue to be a space where all love stories are welcomed and celebrated.

Lois Pearce, Master Wedding Planner ™, is a long standing member of The Association of Bridal Consultants and is currently Vice President of Membership and chairs the Ethnic Diversity Council. She is a Success Strategist and the President of Lois Pearce and Associates. A recognized authority in the wedding industry she has authored several books including Wedding Customs and Traditions.

For more information, contact her at www.loispearce.com/ Y

Pantone’s 2025 Color Of The Year: Mocha Mousse - The Perfect Blend of Comfort and Elegance for Weddings

by ABC Staff Writer

Pantone’s Color of the Year for 2025, Mocha Mousse, is more than just a shade; it’s an invitation to indulge in warmth, comfort, and timeless beauty. As wedding professionals, understanding the significance of this soft, inviting color can help you create unforgettable events that appeal to the senses. It draws its inspiration from the comfort of cacao, chocolate, and coffee –warm, rich, and satisfying tones that evoke feelings of luxury and relaxation. For couples looking to create an atmosphere of understated elegance, this earthy hue is a perfect choice.

The Sensory Appeal of Mocha Mousse

Mocha Mousse isn’t just a color – it’s an experience. It evokes the warmth of a cozy blanket on a chilly evening or the smooth, indulgent taste of a perfectly brewed cup of coffee. It’s the kind of color that envelops you, making you feel relaxed and at ease while still maintaining an air of sophistication. This rich brown shade, with its hints of chocolate and coffee, offers a comforting, grounding presence in any wedding design. Whether it’s through fashion, florals, or decor, this color elicits a sense of indulgence and comfort, making it an ideal choice for couples who want their wedding day to feel both luxurious and inviting.

The Elegance of Mocha Mousse in Weddings

Mocha Mousse is a versatile, timeless color that can seamlessly blend with various wedding themes, from rustic and natural to modern and luxurious. Its organic undertones honor the beauty of the natural world while offering a subtle, elegant touch of glamour.

Incorporating this shade into your wedding design is all about creating balance and harmony. It’s sophisticated, but never pretentious.

As Leatrice Eiseman, Executive Director of the Pantone Color Institute, aptly states, “Underpinned by our desire for every day pleasures, Mocha Mousse expresses a level of thoughtful indulgence. Sophisticated and lush, yet at the same time an unpretentious classic, Mocha Mousse extends our perceptions of the browns from being humble and grounded to embrace aspirational and luxe.”

ALLISON CLAIRE IMAGERY

Ways to Include Mocha Mousse in Your Wedding

Design

1. Bridesmaids and Groomsmen Attire

Mocha Mousse makes a stunning and understated statement when used in bridal party attire. Bridesmaids can wear dresses in various shades of brown, from deep mocha to lighter taupes, creating a beautiful gradient effect. This color palette complements different skin tones and adds depth and sophistication to the bridal party’s look. For groomsmen, consider brown or mocha-toned suits with subtle accents like ivory or gold. The combination of this earthy shade with more traditional wedding colors adds an element of warmth and richness that’s perfect for any season.

2. Flowers and Bouquets:

When it comes to florals, Mocha Mousse can be brought to life through rich, toffee-colored roses. These warm, creamy blooms evoke the indulgence of chocolate and are an excellent choice for bouquets, centerpieces, and other floral designs. For a more rustic feel, combine toffee roses with dried flowers, pampas grass, and foliage in shades of brown, taupe,and beige to create a

relaxed, natural aesthetic. Pairing these colors with deep burgundy or blush tones can add a touch of romance and sophistication to the overall design.

3. Wedding Cakes and Desserts:

What better way to indulge in Mocha Mousse than with a deliciously themed wedding cake? A mocha-flavored cake with rich, chocolatey frosting offers both flavor and a visual appeal that reflects the color of the year. You can also experiment with adding hints of gold, ivory, or deep burgundy to the cake’s design to create contrast and sophistication. Mocha-colored macarons, chocolate truffles, or coffee-flavored desserts can also be included as part of the dessert table, further enhancing the sensory experience for your guests.

4. Wedding Decor and Details:

Mocha Mousse also works beautifully in wedding decor. Think elegant tablescapes with natural wood accents, such as wooden chargers, candle holders, and centerpieces. Wood tones paired with this soft brown color create an earthy, refined atmosphere, perfect for a rustic chic or nature-inspired wedding. For a more contemporary look, incorporate metallic accents like gold or copper with mocha-toned linens and drapery to add an extra

llayer of sophistication.

Mocha Mousse is also a great color for wedding invitations, place cards, and other stationery. Opt for invitations printed on textured paper with rich brown tones and accents of soft metallics. These details will set the tone for a wedding that feels both cozy and luxurious.

Pairing Mocha Mousse With Complementary Color

Mocha Mousse is incredibly versatile and pairs beautifully with a wide range of colors to create different moods and styles. For a more romantic and feminine touch, consider combining Mocha Mousse with shades of violet or rosy pinks. These soft, muted hues provide a beautiful contrast against the rich, earthy tone of Mocha Mousse, creating a sophisticated and gentle palette. If you’re aiming for a more natural, earthy vibe, pairing Mocha Mousse with shades of green—such as sage, olive, or eucalyptus—creates a harmonious, garden-inspired aesthetic. For a modern and serene feel, combine Mocha Mousse with soft blues or navy for a cool, calming contrast.

Final Thoughts

Pantone’s Color of the Year for 2025, Mocha Mousse, is the perfect choice for couples and wedding professionals looking to create a wedding that is both sophisticated and comforting. This warm, earthy tone offers countless opportunities to elevate every detail of the day –from attire and florals to decor and desserts. Whether you’re designing a wedding that feels grounded in nature or luxurious and refined, Mocha Mousse will provide a versatile and timeless foundation for to bring your couple’s vision to life. Y

ALLISON CLAIRE IMAGERY

What’s Trending In Weddings for 2025

by ABC Staff Writer

As we look ahead to the exciting wedding trends of 2025, we turned to a panel of industry leaders to share their insights and predictions on what couples (and wedding professionals) can expect in the year to come. From innovative décor ideas to shifts in wedding styles and guest experiences, our experts have their fingers on the pulse of the latest developments shaping the wedding industry. In this article, they’ll provide valuable tips, creative inspiration, and expert advice on how to stay ahead of the curve and make the most of these emerging trends. Our panel of experts include:

Colleen Bauer, MWP™ –Colleen Bauer is the creator, owner, and primary event producer for the enchanted business known as Fairy Godmother. She realized there was a real need for a service that takes an event from mayhem to magic! The name, Fairy Godmother, represents a magical moment, a special moment in time for you and your guests. It is an elevation in excellence, romance, and pixie dust! [Fairy Godmother –A Wedding & Event Planning Company in Bakersfield, California]

Fausto Pifferer – Co-Founder of Blue Elephant Catering, Fausto began his catering and event planning career 35 years ago in Philadelphia. He has an eye for detail and production and is passionate about creating high-quality, memorable events for his wedding and corporate clients. [Blue Elephant Catering in Saco, Maine]

Monica Richard, MWP™ – Mon Amie Events, Inc was founded over 10 years ago by Monica Richard, MWP ™. Her strength lies in making her clients’ experience less stressful and more magical. This stems from her background at Walt Disney World. By focusing on logistics, Monica’s goal is to make each of her clients feel as though they are guests at their own events, while allowing them to step into a fantasy beyond their wildest expectations. [Mon Amie Events, Inc in Indianapolis, Indiana]

Wedding Trend #1 –A Return To Bold Colors

“Let’s bring back color! No more white and green, black and white, white and blue. The time for color is strong, needed and welcomed,” says Monica Richard, MWP™.

As weddings evolve in 2025, we’ll see a noticeable shift away from traditional neutral color

“Expect to see color in everything from linens and lounge furniture to bridal wear and guest attire,” added Fausto Pifferer. From deep jewel tones like emerald green, sapphire blue, and amethyst purple, to vibrant oranges, hot pinks, and bold reds, these vivid shades are beinåg used to make a statement across all aspects of the wedding. Whether in floral arrangements, bridesmaid dresses, or table settings, bolder colors are offering couples a chance to break free from convention and add excitement and energy to their celebrations.. Bold color palettes are also being combined in unexpected ways, creating dynamic contrasts that pop—think bright yellow and cobalt blue, or fiery coral paired with rich burgundy.

“Picture sorbet palettes filled with bright (almost oversaturated) pastels! I love the energy and excitement they bring to a space as if it just rained and the flowers

palettes towards bolder, more vibrant hues taking center stage. Couples are embracing rich, saturated colors that reflect their personalities and create a

are bursting from Mother Nature’s bountiful gift. Or perhaps deep sumptuous jewel tones including navy, peacock, ruby, jade and emerald with decadent bronze

accents. After so many soft palettes, the vibrancy of colors is back; and both couples and their guests are ready for something to attract the eye again,” says Monica Richard, MWP™. This trend allows couples to craft a wedding atmosphere that feels fresh and modern while showcasing their unique taste. With bold colors, weddings are no longer just about soft, romantic tones; they’re an opportunity to create a celebratory mood that leaves a lasting impression on guests.”

experience through thoughtful vendor choices.” This trend often leads to more bespoke details, from intimate venue spaces to personalized touches, such as handwritten vows, custom favors, or curated entertainment tailored to the couple’s tastes. Smaller weddings also offer couples the opportunity to splurge on luxurious elements they might not have been able to afford for a larger gathering, such as gourmet catering, toptier entertainment, or unique

Wedding Trend #2 –Small in Size, Big on Love: Why Micro Weddings Are Here to Stay

“Micro weddings are here to stay,” announced Fausto Pifferer. There has been a definite shift in the wedding world towards smaller, more intimate celebrations. Today’s weddings are all about prioritizing meaningful connections over large guest lists, opting for celebrations with close family and friends that feel more personal and authentic.

According to Colleen Bauer, MWP™, “Couples are opting for intimate gatherings, focusing on quality over quantity to create meaningful celebrations with fewer guests. This shift allows them to invest more in high-quality food, unique entertainment, and personalized service, enhancing guest

décor. For many, the goal is to curate experiences that allow the couple to engage with each guest. They want to create a more relaxed, intimate atmosphere where every guest feels valued, and every moment feels like a true reflection of the couple’s love and personalities.

Wedding Trend #3–Enhanced Food Experiences

In 2025, couples are taking their wedding menus to the next level by embracing enhanced food experiences that engage and delight their guests. Gone are the days of traditional buffet or simple dinners; instead, couples are opting for food stations, live cooking stations, and interactive elements that turn dining into an experience. “Interactive food stations, like customizable taco bars and dessert tables, are becoming popular. Charcuterie and grazing tables also offer a unique experience, encouraging guest to interact and enjoy a variety of curated bites throughout the event,” says Colleen Bauer, MWP™. From the catering side of things, and with the increase in smaller wedding sizes, Fausto Pifferer comments that he sees more and more couples opting for an immersive food experience for their guests, whether it is food stations or sit-down dinners with multiple courses designed specifically to create a culinary experience for everyone to enjoy.

Another rising trend is the inclusion of mocktail bars, where guests can enjoy creative, non-alcoholic drinks crafted by professional mixologists. These stylish and flavorful drinks are perfect for guests who don’t drink alcohol or for those who simply want to enjoy something unique and refreshing.

WHAT’S TRENDING IN WEDDINGS FOR 2025

“Non-alcoholic options are increasingly more important to clients and guests as time goes on. Mocktails will soon have equal footing with alcoholic offerings.”

“Other things like desserts will bring in memories of relatives no longer with us, etc.,” says Fausto Pifferer. “This allows people who are unable to celebrate with clients to be present in a very tangible and significant way. Think of Grandmother’s Kitchen with photos and memories.” Imagine interactive dessert experiences, such as donut walls, build-yourown cupcake stations, or even s’mores bars. These hands-on experiences not only add fun to the celebration but also provide guests with sweet treats they can customize to their liking.

By incorporating these personalized and interactive food elements, couples are ensuring their wedding meal is both memorable and enjoyable, elevating the overall guest experience and creating a festive, inclusive atmosphere.

Wedding Trend #4 –Eco-Conscious

and Sustainable Weddings

As sustainability continues to be a priority in many aspects of life, couples are increasingly choosing eco-friendly options when planning their weddings. “Sustainability remains a priority, with more couples opting for digital invites over paper, supporting local artists through live painting, choosing potted plants over cut flowers, and working with caterers who source local, seasonal ingredients. These choices reflect a commitment to ecoconscious planning that still maintains elegance and beauty,” says Colleen Bauer, MWP™.

From selecting venues that prioritize energy efficiency and minimize waste to incorporating sustainable florals—such as locally sourced and pesticidefree flowers – couples are opting for environmentally conscious choices at every turn. Many are turning to digital invitations and RSVP systems, reducing the need for paper and eliminating waste. Recycled or upcycled décor items are also making a

significant impact, as couples repurpose materials to create unique, personalized elements that reflect their values. In addition, there’s a growing trend of opting for plant-based menus or locally grown, organic food options to reduce the carbon footprint of their event. Fausto Pifferer also mentioned that today’s couples are looking at less wasteful options for food serving. “We’re seeing more sit-down dinners with multiple courses. Buffets will disappear and be replaced with interactive food stations.”

By making these mindful decisions, couples are not only creating memorable and beautiful celebrations, but also leaving a positive impact on the environment, ensuring their special day aligns with their commitment to a sustainable future.

Wedding Trend #5 –Personal and Meaningful Touches

In 2025, weddings are becoming more than just a celebration of love—they are immersive, interactive experiences that engage guests in unique and meaningful ways. Couples are moving beyond traditional wedding activities to create memorable moments that guests will cherish long after the event. “Personalization remains a strong trend for 2025, with couples adding meaningful touches like signature drinks, custom napkins featuring beloved pets, and interactive food stations with favorite dishes. We love seeing guests leave weddings feeling even closer to the couple, knowing more about their story and personality through these thoughtful, customized details,” says Colleen Bauer, MWP™.

“Guest interaction is essential,” notes Monica Richard, MWP™. “In the TikTok “we’ve seen

MICHAEL SEGAL PHOTO

everything before” era, couples are trying to make their guests feel special and appreciated. Whether it’s a thank you note at the table, using their guests’ photos (childhood, pet or wedding photos) or having an artist paint watercolor portraits of the guests, creating an interactive and immersive way to include them in the celebration is important.” Another popular option we’re seeing is the creation of personalized welcome bags, complete with local treats, custom souvenirs, and thoughtful notes that make guests feel truly appreciated. Additionally, many couples are incorporating games that encourage guest participation, from trivia and wedding bingo to scavenger hunts, all designed to create laughter and build connections. With these interactive elements, couples are not only ensuring their guests have a great time, but they’re also fostering a sense of togetherness and creating lasting memories that will define the wedding day for years to come.

Wedding Trend #6 –Hanging Décor

“Anything hanging - cakes, florals, seating, draping, décor,” exclaims Fausto Pifferer. Hanging décor brings an elevated sense of drama and elegance to wedding celebrations. From dazzling hanging chandeliers to whimsical floral installations, this trend adds a unique and sophisticated touch to any wedding venue. Hanging chandeliers, whether crystal, vintage, or modern, create a stunning focal point that adds both light and opulence to the space, particularly in venues with high ceilings. For a softer, more romantic vibe, hanging florals are becoming increasingly popular. These floral installations—suspended above reception tables, dance floors, or ceremony spaces—transform the atmosphere with lush blooms and greenery, giving the event a dreamy, garden-like ambiance. Additionally, hanging structures like suspended cake displays and draped fabrics are gaining traction, offering a sense of airy elegance while allowing couples to showcase their creative vision. This type of décor not only draws the eye upward, creating a sense of grandeur, but also frees up valuable floor space, making the venue feel more open and spacious. Overall, hanging décor provides a stunning and unexpected way to infuse beauty, personality, and style into a wedding celebration.

Wedding Trend #7 –Weddings in the Digital Age: Tech Trends You’ll

Love

In today’s digital age, technology is transforming weddings in exciting and innovative ways, making it easier than ever to capture and share every special moment. One of the most popular tech trends is the use of QR codes, which allow guests to easily upload their photos and videos to a shared online album, ensuring all memories are preserved in one place. Many couples are also hiring wedding content creators to curate and share their wedding day online, from live streaming the ceremony for guests who can’t attend in person, to posting real-time highlights on social media, so everyone can be part of the celebration.

For a truly cutting-edge touch, innovative décor options like video mapping are making waves in the wedding scene. This technology allows couples to project stunning visual effects and personalized messages onto surfaces, creating a dynamic atmosphere that’s as immersive as it is unforgettable. According to Monica Richard, MWP™, “Video Mapping is transforming what couples can do with event spaces and guest experiences. I’m thrilled by the immersive nature of the events it provides and overall wow factory. There’s nothing like it. Hearing guests audibly gasp

when they experience an event with video mapping, and seeing the clients realize this something even beyond their wild imaginations has come true – THIS is what we’re supposed to be creating as event planners and designers.”

From interactive guest experiences to seamless digital sharing, these tech trends offer a modern twist on traditional wedding elements, ensuring the couple’s big day is both memorable and cutting-edge.

Wedding Trend #8 –Multi-Day Events

Multi-day celebrations are quickly becoming a soughtafter trend, as couples seek to extend the joy and festivities surrounding their wedding beyond just one day. These extended celebrations allow for a more relaxed, immersive experience, giving couples the opportunity to create a weekend (or even longer) of meaningful moments with their loved ones. From welcome parties and rehearsal dinners to postwedding brunches and casual gatherings, multi-day weddings offer a variety of events that cater to different groups of guests, allowing them to connect and celebrate in different ways. These extended celebrations are particularly popular for destination weddings, where the travel time and costs encourage

couples to make the most of the opportunity to spend quality time with friends and family. Couples are also using these events as an opportunity to create more personalized experiences – think themed dinners, unique excursions, or group activities like pickleball or golf tournaments – that reflect their personalities and interests. With multi-day weddings, the focus is on building memories, deepening connections, and giving guests the time and space to truly enjoy the celebration, making the entire experience feel like a vacation and a celebration in one.

Wedding Trend #9 –Going Big: The Rise of LargeScale Wedding Installations

In 2025, the trend of “go big or go home” is taking center stage with large-scale installations that transform wedding spaces into breathtaking works of art. Couples are embracing oversized, lush floral centerpieces that demand attention, creating a visual spectacle at each table (or even just some of the tables) and throughout the venue. But the true showstoppers are the massive floral and décor installations hanging over the dance floor, designed to immerse guests in a grand, awe-inspiring atmosphere. These installations might feature cascading greenery, suspended flowers, or elaborate chandeliers, all designed to elevate the space and create a dramatic focal point. Even the dance floor itself is becoming a canvas for creativity, with customized lighting, intricate patterns, or stunning floral designs turning it into the heart of the celebration. These larger-than-life décor elements make a bold statement, turning wedding venues into immersive environments where every detail contributes to a spectacular and unforgettable experience for

REAL WEDDING PAGE 22

for the couple and their guests. According to Monica Richard, MWP™, “I am excited couples continue to make the dance floor the center of the décor focal point. It’s the largest footprint of land in the space, and love when couples value the importance of this. Large vibrant patterns, huge floral (for the band front or along the edge) and saturated colors make dance floors THE way to infuse in an enormously impactful way.”

Conclusion

As we look ahead to 2025, one thing is clear –weddings are becoming more personalized and more unique than ever before. Couples are embracing trends that reflect their individual histories, tastes, and

custom décor, personalities, from bold color choices to intimate, multi-day celebrations. The key to making these trends work is to focus on creating an experience that feels authentic to the couple, whether it’s through interactive guest activities, or curated dining options. The goal is to design a day that not only celebrates the couple’s love but also ensures their guests have unforgettable memories. By blending tradition with innovation, and personal touches with cutting-edge trends, 2025 weddings will continue to be a reflection of the couples who create them – one-of-a-kind, deeply meaningful, and truly unforgettable.” Y

Real Wedding: Shreveport, Louisiana

Caroline & Brendan’s Southern Celebration

On a perfect October day in Louisiana, Caroline Hoogland and Brendan Lind celebrated their love with a wedding that married Northern traditions and Southern charm. Held at Caroline’s family home on a levee beside a pond, the day was a tribute to her late father, John Hoogland, who dreamed of his daughter marrying in their beautifully landscaped backyard. Wedding planner and designer, Donna Brian, MWP™ of Love in Bloom, L.L.C., worked tirelessly for a full year to turn this vision into reality, delivering a stunning event for the couple’s 280 guests.

The reception took place under a custom-built clear vinyl tent on the property, erected with subflooring installed 10 days in advance. Pelican Tents and Events did a wonderful job of creating the perfect atmosphere and setting up a beautiful area for the wedding to take place. Donna and her team of eight orchestrated every detail, transforming the space with a color palette of white, blue, and green accented with hints of yellow, red, and pink. A custom-built bar served as a centerpiece, while cozy banquettes and lush linens created an inviting atmosphere.

Brendan, from the North, initially wanted a formal sit-down dinner, but Donna introduced him to the concept of Southern-style food stations. They compromised with a mix of food stations and reserved tables for family, blending their cultures beautifully.

The day wasn’t without its challenges—Mr. Alligator and his friends made a surprise appearance in the nearby pond during the ceremony. Fortunately, the reptiles just stayed in the water and watched the ceremony. Donna decided a chair would have to be her weapon of choice if they decided to come ashore. The family’s ground maintenance staff kept a close watch on them as well. It was an unforgettable moment for everyone invited. Donna commented, “I’ve fought off snakes, possums, and now alligators! I think the music vibration in the water must have attracted their attention causing them to appear.” In addition, a bridesmaid’s dress strap broke, and a relative’s pant required an on-site alteration. Thanks to Donna’s quick thinking and expertise, these issues were resolved seamlessly, leaving the couple and their guests to enjoy a truly unforgettable celebration. Y

Caroline & Brendan’s Vendors

Marketing Yourself As the Go-To Destination Wedding Expert

by Tami Santini

Imagine you’re not just dreaming of exotic wedding destinations but actively sharing them with couples who trust you to bring their dream wedding to life. This is the power of marketing yourself as the expert in destination weddings – and it’s not about perfection or polished sales pitches. It’s about showing up as you are, giving your honest take, and creating connections that turn potential clients into fans.

When I first started positioning myself as a destination wedding expert, I thought it was all about looking perfect and saying the “right” things. But let me tell you, the moment my marketing efforts clicked was when I let go of perfection and just shared my opinion. My husband once grabbed the camera, midvacation, and told me to record a video about what made that beach so ideal for weddings. Windblown hair, sandy skin, mascara smudged – but it was real. And guess what? That’s what resonated with people.

In this article, I’m going to show you how to market yourself as the destination wedding expert by sharing authentic, opinionated content that builds trust and attracts the right clients. It’s about showing up, being genuine, and positioning yourself as a go-to source in the industry. Ready to dive in? Let’s make marketing less overwhelming and more impactful.

1. Be Yourself – Perfection Not Required

Authenticity wins, every time. People can sense when you’re genuinely invested and passionate about what you do, and that’s far more magnetic than trying to look flawless. When I started making videos, I didn’t always show my face – sometimes, it was just my voice narrating a PowerPoint slideshow. My video on the “Top 7 All-Inclusive Destination Wedding Resorts” wasn’t fancy, but it showcased my honest opinions on what stood out about each resort and who would (or wouldn’t) love it.

This single video, made back in 2012, ended up reaching nearly 80,000 views. It was nothing glamorous, but people appreciated the transparency. Year after year, calls kept coming in with, “Hey, Tami, I saw your video…” That’s the power of just being yourself and sharing what you genuinely think. So, don’t get bogged down by the idea that everything needs to be perfect. Just show up and share.

2. a Trustworthy Source –Truth Over Sales Pitches

Your clients are already bombarded with picture-perfect ads and slick sales pitches. What they crave is a voice they can trust – someone who tells it like it is. Whenever I created content, I approached it from my ideal client’s perspective, thinking about what they would

want to know or might be anxiously searching for. This isn’t about promoting a resort or package blindly; it’s about being honest about what each location offers and who it’s a good fit for.

Destination weddings can be overwhelming to plan, especially for couples who haven’t seen the venue in person. By offering trustworthy advice, you become their guide through this unfamiliar territory. Think about what would help them feel more confident and informed. As you build this level of trust, clients start to see you as more than just a planner – they see you as their go-to expert.

Tip: Use tools like AnswerThePublic.com to find out what couples are searching for. This gives you insight into their real questions and concerns, so you can create content that meets them where they are.

3. Create Content Based on What Your Ideal Clients Are Searching For

One of the most effective ways to establish yourself as the expert is by creating content that directly answers your ideal client’s questions. Think about it: when couples are researching destination weddings, they’re looking for everything from venue details to logistical advice. This is your chance to step in as the knowledgeable friend who’s been there, done that.

Not sure where to start? Here are ten topic ideas to get the creative juices flowing:

• The difference between a legal and symbolic wedding

• Pre-wedding planning trips or “try before you buy” site visits

• Deposit expectations and payment schedules

• Tips for setting up roundtrip airport transfers for guests

• How to earn free rooms or upgrades at specific resorts

• Ideas for memorable guest activities

• A la carte vs. wedding package

DestinationExpertWedding Expert HOW TO MARKET YOURSELF AS A

Be Yourself : Perfection Not Required

Clients connect with authenticity. Be yourself and don’t worry about being perfect.

Try voiceovers, candid photos, or quick videos – it’s about sharing your honest opinion!

Be a Trustworthy Source: Truth Over Sales Pitch

People value honest opinions over sales language. Share what’s great about a location – and what might not be.

Think about your client’s questions and give real answers.

Create Content Clients Are Searching For

Find out what clients are asking about destination weddings and create content that answers those questions.

Use tools like AnswerThePublic to get insights on popular search topics.

Show Your Face on Social Media

People want to see the person behind the service. Share glimpses of yourself, not just the venues.

Get candid shots on trips to build connection.

Repurpose Content for Social Media

Use one main piece of content to create multiple social posts. Keep it simple and consistent.

Post snippets of blog posts, videos, or other content to stay top-of-mind.

Travel Logistics for Guests

Explain

Tami Santini is the founder of Paradise Getaways, an awardwinning destination wedding travel agency, and creator of The 20K System & Toolkit, North America’s leading course for building a destination wedding business. With numerous industry accolades and partnerships with top travel organizåations, Tami now shares her strategies to help others achieve success in the wedding and travel industry.

The Transformative Impact of the Sandals Jamaica Love Tour 2024

by Jenn Ball, MWP™

The Sandals Jamaica Love Tour was not just a trip—it was a milestone event that underscored the importance of tourism in fostering connections, promoting cultural understanding, and building businesses. This unprecedented event brought together over 1,000 travel advisors, Sandals executives, and industry leaders for an eight-day, nine-resort journey. It was a showcase of what makes Sandals and Jamaica so extraordinary, blending luxury, culture, and collaboration on a grand scale.

As a Platinum Sandals Travel Specialist and Chairman Royal Club Member, I had the honor of attending this groundbreaking event. Beyond being a celebration of Jamaica’s allure, the tour highlighted Sandals & Beaches Resorts’ commitment to supporting the island’s economy, culture, and people. Here’s an inside look at what made this tour so transformative for both the attendees and the island itself.

A Grand Welcome

From the moment we landed, the Jamaican hospitality was palpable. Club Mobay Fast Track Services greeted us with seamless airport navigation, whisking us through customs and onto complimentary shuttles to our resorts. My first stop was Sandals South Coast, where I checked into a luxurious Ronoval suite with butler service. That evening, the welcome cocktail party

set the tone: vibrant food stations, live bands, and warm camaraderie.

Immersive Resort Tours

Day two was all about experiencing the variety Sandals & Beaches offers. Starting at Sandals South Coast, we toured diverse room categories and wedding setups before heading to Sandals Negril and Beaches Negril. The tours showcased not just luxury but also Sandals’ capacity to cater to unique client needs. Seeing Sesame Street Characters at Beaches Negril and exploring newly renovated areas underscored the brand’s family-friendly approach.

Giving Back to Jamaica

One of the tour’s most profound moments was participating in the Sandals Foundation’s Reading Roadtrip. Visiting Culloden Infant School, we read to and played with children, donated books and supplies, and contributed to raising over $80,000 for the Foundation. These excursions exemplify Sandals’ deep commitment to the communities it operates in—a reminder that travel can uplift and empower.

The Power of Connection

Day four was a highlight: Showcase Day at the Montego Bay Convention Centre. With police escorts ensuring smooth transitions, we gathered to hear insights from Adam Stewart, Sandals’ CEO, and other notable speakers, including The Most Honorable Andrew Michael Holness, Jamaica’s Prime Minister. This event brought together stakeholders to celebrate Jamaica’s tourism industry and its significance for the Caribbean economy.

Exploring the Island Island Routes excursions took center stage on day five, offering

diverse activities that cater to every traveler’s taste. Whether it was bobsledding at Mystic Mountain, snorkeling off a catamaran cruise, scuba diving or golfing with professionals, these adventures highlighted Jamaica’s unique offerings beyond the resorts.

A Deep Dive into Excellence

Touring resorts like Sandals Dunn’s River and Sandals South Coast provided an in-depth look at what sets Sandals apart. From overthe-water wedding chapels to the exclusive Villa Plantana at Royal Plantation, each property offered something distinct. The passion and attention to detail from the staff were evident in every interaction.

Creating Content, Building Connections

Day seven gave us the opportunity to reflect and create content. Networking with fellow travel advisors, we exchanged ideas about how to leverage what we learned to better serve clients. Sandals’ innovative offerings—from their wedding packages to Red Lane Spa experiences—provided endless inspiration.

The Impact of the Jamaica Love Tour

The Sandals Jamaica Love Tour wasn’t just a showcase of luxury resorts; it was a demonstration of how tourism can uplift a nation. For Jamaica, the influx of over 1,000 participants meant a direct economic boost and a spotlight on the island’s beauty and culture. For attendees, it was a chance to grow professionally, connect with peers, and deepen our appreciation for the role travel plays in creating unforgettable experiences.

As someone who has seen the transformative power of blending weddings, events, and travel, I encourage others to consider incorporating travel into their business models. Partnering with brands like Sandals &

Beaches Resorts and joining organizations like the Association of Bridal Consultants can open doors you never imagined.

The Sandals Jamaica Love Tour wasn’t just an experience—it was a reminder of why we do what we do: to create memories, support communities, and make dreams come true.

Why It Matters

This tour showcased how luxury travel, cultural immersion, and corporate responsibility come together to create something truly extraordinary.

Sandals and Jamaica are more than destinations—they are experiences that leave lasting impressions, not just on travelers but also on the communities they touch.

For anyone considering stepping into travel, my advice is simple: say yes. You might just find yourself, like me, marveling at the impact of a journey that combines passion, purpose, and paradise. Y

Jennifer Ball, MWP™, the founder and lead event planner at Knot Your Average Events, has carved a niche in the industry by specializing in weddings for the past 21 years. Jennifer is a seasoned event planner and dedicated educator. She is the State Manager for North Carolina and Director of Members-At-Large.