From what is now known as B.C (before covid) times, the world has tremendously changed. For few, it was easy, for others, it was a rollercoaster. But as they say – “In life, no matter what happens, there are no regrets, only LESSONS LEARNED!” Navigating the highs and lows, we all have learned few important lessons professionally as well as personally.
In a constant effort to unite the world of luxury & destination weddings and serve as a collective voice of the industry, DWP reached out to wedding connoisseurs asking their inputs on what has changed, how the business is doing and how did they manage to survive amidst a pandemic and some of the biggest lessons learned in 2020-21 that will act as a guide for couples and other wedding vendors who are navigating their 2021-22 wedding planning.
We all have come a long way after the pandemic and it only suffices to say that we, as an industry have not only survived, but beautifully risen from our ashes to be stronger together. We saw the shift happening – hyper-personalization, intimate luxury, hybrid weddings, social distancing; these are just the tip of the iceberg. Seeing the brighter side of the grass we got more creative, more united and more aware than before. And to cement this celebration even stronger, please join us at the 7th annual DWP Congress happening from 9-11 November at The Mitsis Alila Resort & Spa, Rhodes, Greece where it will be a beautiful tryst of business and celebration!
The Most Challenging Phase In The Wedding Business
Picture Courtesy: @its_all_about.pt
We don’t grow when things are easy, we grow when we face challenges. The first step to tackle an adverse situation is to address it. And these are some of the common challenges faced by wedding planners during the pandemic.
Uncertainty: “The unknown! As a planner, I don’t leave anything to chance, but in the past 18 months we’ve had to live, work and guide couples through the land of the unknown. With rules and restrictions changing constantly, even till today, it can be a frustrating and emotional process for everyone involved.” Tells Bruce Russell, CEO, Bruce Russell Events, UK.
On a similar note Simona Coltellini, Above & Beyond sas di Simona Coltellini e C., Italy adds – “To me, the most challenging moments have been the ones of uncertainty. Brides from all over the world were calling me and I had no answer to give. At the very beginning together with CHINA, the real problem was looking to be in Italy and that is where I am based. The fact that I was not able to give any information was terrible. That made me feel strange and the fact that I was not able to help in any way was really disappointing to me and to the clients as well. When Covid spread out in all Europe and the rest of the world it was difficult but in a certain way better since clients were understanding that it was not me nor Italy; it was not possible to have straight information and rules.”
Growth by adapting new business strategy – Addressing the practical aspects of business Michele Fox Gott, CEO, Center of Attention Events, USA tells – “The most challenging phase in the wedding business is the growth stage. Managing the new hires as you are growing, then cultivating new business to fund the new staff.”
“Adapting in the sense of creating new products that would fit the new requirements of the market and then eventually advertising.” Says Evelyn Nguyen Van, Head of Sales Groups & Events, Zaya Nurai Island, UAE.
“The most challenging part was when work completely stopped, inquiries stopped coming in and phones stopped ringing. But it gave us a chance to review the structure of our business, launch a new website and reach out to our clients and colleagues.” Tells Nikki Khan, Founder of LA-based event design and planning company – Exquisite Events.
“To my surprise, it was the first part of 2021, when I had to take care of my clients and the potential ones. I mean, I had to re-plan the 2020’s weddings and to plan the 2021’s weddings, encouraging and supporting the clients in front of the uncertainty of the first months of 2022. In the meantime, I received many new inquiries for 2022 and I closed some orders, so I started planning the next wedding season. Every day I was dealing with clients with very different needs and moods.” Adds Barbara Colombo, Founder, Sinfonia Wedding, Italy.
Postponement & cancelations – “It was challenging to deal with project postponements & cancelations and a constant level of uncertainty during Covid. The financial implications have naturally impacted us too – and emotionally there were ups and downs. But you get through it and focus on the silver lining and newness that emerges.” Beautifully explains Christina Holt, Founder & Director, Wedding Concepts, South Africa.
“The time from last fall; the second wave to the start of the global vaccination campaign was extremely difficult for us. The fear was gone somehow but still, all the planning for events was just put on ice.” Adds Thomas Wieser, Director of Sales & Marketing, 7132 Hotels, Switzerland.
Lockdowns – “The changing levels of lockdown was dealing with each country’s different strategies where clients were based or where events were to take place. This involved a lot of communication and trying to find a working balance that worked for our couples, venue sites and vendors.” Tells Dillz U, Wedding Planner, DU Soirée Weddings and Events, New Zealand.
“Understanding the magnitude of the pandemic, accepting the fact that there was something out of our control, working with brides to decide whether to postpone or cancel their weddings while remaining calm and providing guidance and comfort to couples.” Sums up Mexico- based wedding planner Evelina Chavez from Eventives Destination Weddings.
Important Lessons Learned While Facing The Pandemic
Picture Courtesy: @weddingsbyvivaah
We believe everything happens for a reason. Things go wrong so that you appreciate them when they are right. Good things fall apart so that better things can fall together. So let’s make lemonade out of thrown lemons and get insights from the experts on the lessons learned.
Piumi Gamanayake, Business Development Manager, OV Holidays, Maldives shared few valuable lessons we all can abide by: “Flexibility – Something that we took for granted, whether as companies or as a customer. It was crucial to have a model that promoted flexibility. Discipline – Whether it’s professional, personal or social – this is a trait that should be applied with all your strength to keep at it without fail. Positivity – Whether it’s the pandemic or other issues everyone will have their difficulties and challenges and some days it will just be a herculean task to stay motivated. But as long as you stay positive you will remain your biggest strength.”
On a similar note, Narine Sargsyan, Founder of Narine Sargsyan Wedding Design Studio ®, Armenia says – “Never give up. Try to reorganize your business and adapt to the new realities. The main idea is to try to move from the crowded indoor events to the small ones, as well as to outdoor events, where social distance is implemented creatively to prevent the spread of the virus.”
“I think we all had a chance to revaluate our businesses and position in the market. I have decided to expand my services and destinations.” Adds Fernanda Silva, Founder, Wedding Luxe, Switzerland.
“Planning a wedding is a challenge in itself – but throw in a global pandemic means talking about rough roads ahead. Learn to adapt and to stay compliant with the ever-changing rules and create a safe and functional setup for events, that together with our vendors we can overcome incredible obstacles and uncertainties to make wedding dreams come true.” Rightly said by Nona Stanciu, Marketing Director, Italy Creative.
“Communication is vital. “You are the liaison between the couple and the wedding professionals that they have hired. They need you to be on your game and have their best interests at heart at all times. The wedding industry is a beautiful career. Wedding pros united and worked better together than ever before. We shared challenges, successes and commiserated together. Self-care is so important. You need to take care of yourself first and foremost to be able to properly take care of your business.” Explains Tracey Manailescu, Principal Planner, Tracey M Events, Canada.
“Your vendors are as important as your own company. Always have cash flow, good credit, insurance and contingency money. If the industry sticks together we can get through anything.” Advices Helena Rincon Toscano, Owner, Oro Eventos, Mexico.
“I have acquired a tremendous amount of patience. Surrounding myself with loved ones has been invaluable and nurturing relationships is above and beyond anything. Insignificant things that used to matter don’t matter anymore so I guess priorities are completely changed.” Adds Nikki Khan, Founder, Exquisite Events, USA.
“We unconsciously take life for granted. We lived in a continuous “future” and faced a brave change in contracts since we didn’t know the meaning of “pandemic.” And most importantly: We need to understand widely the word “empathy” and be clear that our selfishness could have a negative impact for many others.” Shares Evelyn Paz, CEO, Event Flow by Evelyn Paz, Mexico.
“Be sure to have a lawyer read through the contracts to make sure these are fair to both parties. Be extra careful with your couples throughout the process: this is a very emotional situation where expectations and plans made a couple of years back have to be adjusted and re-thought. Take the opportunity to evaluate your business partners as the good ones are the ones helping you navigate this uncharted territory.” Tells Teresa Perdiahao, Wedding Planner, Something Borrowed, Portugal.
“That you cannot focus and put your energy into one thing. Although a wedding planner at heart you have to have more than one business because if one business stops completely like the wedding sector at least your other business keeps going.” Tells Helen Falzon, Wedding Planner and Director, Jewel Weddings, Malta.
“Personal time is on top of the list. Having trustworthy partners is the key to our success. Having the right and innovative product ready and handy.” Adds Kiran Mansharamani, Business Development Manager, Warq Events, Spain.
“Three important lessons learned while facing the pandemic are one thing that is constant is change. It also reinforced the importance of business relationships in the business. Thirdly, the pandemic has bought out the best and the worse in people, and I sadly learned who not to do business with in the future.” Tells Nancy Barkley, Founder, Honeymoons and Get-A-Ways Destination Weddings, USA.
“Creativity is essential. We realized that the pandemic is part of the dynamic world as we are moving towards more advanced technology for life in general and in business. To name a few, machine learning and artificial intelligence. Developing strong relationships between partners, clients, and the internal team is essential. Learning to do more with less. We are reinforcing the value of flexibility and adaptability, especially during this unprecedented time.” Reiterates Yohana Indri from Bali Event Styling, Indonesia.
“Everything may change from one day to another, and that’s why it is important to always have a plan B prepared. That life is worth living in its full intensity, that it should always be celebrated with our family and friends and that every form of love is worth it! That our dreams can be postponed but never canceled! Believe in them and make them happen!” Sums up Simone Tostes, Founder, Aonde Casar, Brazil.
If You’d Go Back & Do One Thing Differently In Your Profession, What Would That Be?
Picture Courtesy: @waynerileyflowers
Rebranding – “Regret is a terrible thought- since nothing can be done, so I focus on what I can change which is the future. I am currently rebranding my business, redoing my website and focusing on smaller intimate celebrations that have thought, details and great energy. My style has always been on the simple side, letting the nature of the venue shine rather than trying to engulf it with lots of decors. I love the idea of designing and creating a beautiful wedding with details that are original and more artistic. So I cannot go back just forward, this is what I am trying to do day in day out.” Anne Marie Kleis, Founder, AMK Events, Puerto Rico.
“I would have added more products and services to my company.” Adds Fenny Torres, Founder, Fenny Torres – Events & Wedding Planner, Guatemala.
Digitalize – 2020 has largely emphasized the importance of a digital presence for business survival. “Digitize my business and services earlier.” Tells Sijibomi Benet, Executive Director, Makabis & Benet, Nigeria.
Start Earlier – “I would have started sooner. We have been involved in the wedding industry for over 12 years, but I still feel strongly about this to this day…that if we had started up our business earlier then we would have been able to make a greater impact in the industry worldwide.” Says Elisa Clake, Founder, Adriana Weddings, US.
“Would do things exactly the same way but some years in advance.” Adds Nevila Dudaj, Owner/General Manager, Adriatik Hotel, Albania.
“If I could go back in time and do something different it would be really focused on my niche. I adore working with couples who blend their cultures together. It makes me so happy to fuse families and traditions to make for a highly personalized experience.
Seeing the grandparents and families thrilled with seeing their traditions honored makes my heart happy. Sometimes my couples only want little things mentioned, and sometimes they want a lot. I would push for more attention to this in my advertising and marketing to show my couples how very important it is. Therefore attracting more couples who embrace this.” Adds Tracey Manailescu, Principal Planner, Tracey M Events, Canada.
Advance Learning Courses
Learning never stops ’til the day you die. Emphasizing the importance of learning Pramod Lunawat, Founder, Marriageuana, India says – “More focus on local weddings -Would have focussed some more on weddings in India.”
“I would take advantage of every free moment to study more and learn new things.” Emphasizes Adriana Cabrales, Wedding Planner Doce Bodas, Colombia.
Echoing similar sentiments Sara Camposortega, Owner, BigDayMx, Mexico –“I would have added to my studies the specialty in event organization.”
More Grateful – “I would have been more grateful for the liberty we had of gathering and celebrating special occasions with people we love.” Says Carol Pereira, Founder, Lavigne Events Paris, France.
“Make Health my number one priority. I was too focused on working and working always. For far too long, I was neglecting my health, both mental and physical. Prioritizing your health isn’t just a one-time task. It actually has to take priority over everything you do. Because health is the foundation that accelerates everything in your life, including your career. It elevates your creativity, energy, and enables you to get through the inevitable ups and downs you’ll experience. Once you have your health together, everything else comes easier.” Beautifully sums up Eric Sugioni, CEO, Poétyque Events, Indonesia.
What Advice Would You Give To couples Planning Their Wedding In 2021-22?
Picture Courtesy: @monikazaldo
Don’t Cancel On Love – “Always be positive there is always another way to solve problems and still get the best results. Sometimes we have expectations in our minds which blocks us from looking at alternative ways of making things happen.” Points Rita Patel, Owner, Ribha Events, USA.
“We have learned to value moments more than things, let’s not wait for these hard times to end, so we can start dreaming again. We can adapt and have the wedding we have always dreamed of, there are new and great experiences that we can live next to our loved ones.” Tells Fenny Torres, Wedding Planner, Fenny Torres – Events & Wedding Planner, Guatemala.
Be Flexible – “My advice to future couples in 2021 to 2022, is that though this time seems uncertain, we have been through many pandemics before and this pandemic like those many before this; will pass. So should there be a chance that maybe your event may not look like what was planned out to be ( should a local lockdown come to pass during your special day) we as a wedding planning team, now with the knowledge we have gained in 2020 as planners have backup plans in our arsenal to assist in creating a wedding that is every bit celebratory.” Advices Diliz U from DU Soirée Weddings and Events, New Zealand.
“Continue to plan even if the landscape is full of uncertainties. If your local area prevents you from celebrating, then it’s fine. Go back to your drawing board, adjust to meet certain requirements, reschedule as needed. Prioritize everyone’s safety and well-being as well. Spend on testing for everyone’s peace of mind, and review your guest list so you may meet a venue’s capacity requirement and avoid super-spreader events. Manage expectations that some may not go as planned, thus remember the reason why you intend to celebrate. As long as your loved ones are present and you have the support of those around you, your celebration will be your most treasured memory. Plan at your own pace, do not overexert and learn to be sensitive especially if the need arises.” Reiterates Christine Ong Te, Founder, Christine Ong Te Events, Philippines
Have A Plan B – “I would advise our couple to always stay calm and always have Plan B. We plan for the most ideal version of the celebration, and we also made plan B if things got worsen again, we can still continue the celebration maybe with fewer guests. For example, we can have a small ceremony on the original date followed by a larger celebration in 2022, likely the weekend of the first anniversary.” Advices Eric Sugioni, Founder, Poétyque Events, Indonesia.
A very important factor emphasized by Yohana Indri, Bali Event Styling, Indonesia is to Trust Your Vendors – “Our advice for couples is: Your wedding should be all about you and your partner, so take the time channeling your inner self and talk through with your partner everything you want for your special day. Trust your vendors. As long as you have communicated your wishes and wants with your vendors, you do not have to worry about small details, because your vendor will take care of everything.”
“To trust your wedding planner! If you decided to hire your planner in the first place it’s because she knows best. She will keep you updated with all relevant information and will make your wedding as safe as possible for you and everyone invited.” Adds Thelma Morales, CEO, Sparks Wedding, Guatemala.
“Move on! 2022 will be an absolutely crazy year for weddings.” Motivates Emanuela Giangreco, Wedding Planner, Ema Giangreco Weddings, USA.
One Practice That You Are Doing In Your Personal Life To Remain Calm & Focused?
Picture Courtesy: @jessicaamber_photography / Planner: @allyouneedabout
Every problem has a solution. And it’s all about finding the calm in the chaos. And that’s what our beloved wedding planners believe! Here’s what they are doing to remain calm and focused:
Yoga & Meditation
“Meditation and prayer have been essential for my team and me this past year. We always try to be positive and uplifting, but covid definitely did a number on us all, and it challenged us in ways that we could have never imagined. We are truly taking it one day at a time, and praying that things get better soon so that we can go back to celebrating in the biggest and best way possible.” Tells Elisa Clake, Founder, Adriana Weddings, US.
“Meditation daily, Deep Breaths and focus on positive thoughts. Look at the wonderful Adriatic Sea in front of your Beachfront Luxury Resort as often as possible.” Adds Nevial Dudaj, Owner, Adriatik Hotel, Albania.
“I would advise you to go back to the basics, remember the reason for the celebration of your union in marriage, to capture all its essence in the big day.” Emphasizes Sara Camposortega, Owner, BigDayMx, Mexico.
“Take a deep breath. Hold for a moment, and then exhale. It will make me feel more relaxed. Breathing exercises are one way to relax. Being relaxed can help ease stress and make me more focused when going back to work. It can also relieve anxiety, depression, and sleep problems. To relax means to calm the mind, the body, or both. Relaxing can quiet your mind and make you feel peaceful and calm.” Adds Eric Sugioni, CEO, Poétyque Events, Indonesia.
Self Care
“I have enjoyed listening and joining into conversations on Clubhouse with fellow business owners. When we open up about the struggles of business, we can all grow together. I was a moderator in ‘The How to Grow a Million Dollar Business Club’ during an 84-day marathon where business owners asked questions to successful entrepreneurs. I loved listening to the other moderators and grew daily.” Says Michele Fox, Founder, Center of Attention Events, USA.
“I treat myself after every event. I take my team out for a celebratory lunch. I take time for myself. I will take a small trip, go to the spa for a massage, take naps, or give myself permission to relax and watch a movie.” Tells Shamay Andrich, Owner of Flowers By Shamay, US.
“I am type A in my business and the running of my home – but I do know how to compartmentalize. I make sure that I have a healthy balance between work and family, and I make sure that I never lose my sense of humor.” Points Wendy Katzen, CEO, Wendy Katzen “Party Perfect,” USA.
“Although more than 10 years have passed, I am still repeating to myself all time, that this is still the beginning.” Beautifully sums up Narine Sargsyan, Founder, Narine Sargsyan Wedding Design Studio. ®, Armenia.
Conclusion
With such positive notions, we are sure that the wedding business is going to be on full fledge and we will see newer trends and more creativity reinstating the fact the weddings are here to stay, love is here to stay and nothing (not even a pandemic) can crush the spirits.
A big thank you to all our experts for taking the time to contribute to this blog post. Stay healthy, stay safe. LOVE, TEAM DWP!
Feature Image Credit: @davidbastianoni
