Episode Transcript
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Hello and welcome to the word code podcast.
I'm Toga.
And today we have Chloe by your day by Chloe on the couch with us or on the seats, Ishould say.
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Thank you.
Thank you so much for coming on.
Thanks for having me.
You've been a very highly requested guests.
Whenever I put a shout out of like, who should I have on the podcast?
You're definitely up the top there most of the time.
that is so nice to hear.
People love to hear me yap, apparently.
even looking at your website it was like you're kind of listening all your services andit's like and a new best friend so I think maybe that just ties into your service there.
(01:06):
We're going to be best friends after this.
Usually where I kind of start off with, I guess is a bit of a more of like a backstory ofI guess, you know, how you got into the industry, how long you've been in it for, and I
guess a general like what you do within the industry.
Yes, okay.
Well, I am a wedding planner and I've been in weddings for, I was doing the math on theway over here and it's been nine years.
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Nineteen.
Yeah, I was 19.
So you do the math on that.
And yeah, I always, wanted to be a wedding planner in school, which I feel like is rare.
Like it's not the most common career path to want to take.
I kind of.
knew that I wanted to be like a wedding or event planner.
And I went to university and I started, not gonna say I finished university, I started atuni doing a bachelor degree with event management as the major and I lasted like six
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months because I kept asking if I could do like weddings or events, know, like birthdays,those kind of things.
And they were like, no, what are you talking about?
You have to do like football stadiums and those kinds of events.
So.
Yes, always knew I wanted to be a wedding planner pretty much and when I was 19 I got aninternship with a wedding planner over in London.
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So I moved to London by myself when I was 19.
Rogue choice.
And yeah, did an internship with a wedding planner over there and then I ended upfreelance working for him for two years.
Like I did the two year working holiday visa and I worked full time in a...
like event furniture hire company in London as well, which was insane, working just insales, but in a massive warehouse.
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The furniture was going out to like all the palaces and those kinds of events, which waspretty crazy.
So did that and then did on the weekends, I was freelancing for a wedding planner as well.
So lived in London, but didn't get to enjoy London too much, was a lot of work.
And then I moved back to Australia, moved to Sydney and worked at a wedding venue for alittle while.
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worked for another furniture hire company in weddings as well, worked for a weddingcaterer, and then finally decided to start my own business.
So that was five years ago now that I started your day by Chloe.
And so is that how a lot of people would get into taking out their own business, likewedding planning, a lot would work for say like a venue first or for a cater or like kind
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of go down the path that you went down?
Yeah.
definitely my advice whenever people ask.
think there's always a lot of young girls typically who message me out of school and wantto get a job as a wedding planner.
And I always say, I think you need experience in other areas in weddings first.
It's not something that you can just come into and learn.
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Of course you can freelance.
I get people who come and do on the day set up with me and a bit of freelance stylingwork.
But...
Really to like learn all of the ins and outs of a wedding, I think you need to be able towork in a few different areas in the industry first.
So I found that really useful.
Obviously knowing like the catering side and the furniture hire and understanding how allof that worked first really helped me with them like communicating with those vendors,
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which I have to do all the time now.
Yes.
Yep.
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Yeah, that's like my little line that I have.
on my website and I often say that to couples when I first speak to them as well becausethat's exactly how it should feel.
Like you're putting so much money and time and energy and effort into planning thisamazing event and you're paying so much money for all the food and the drinks and the
entertainment.
Like you want to be able to enjoy it all, not just be.
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worrying about how it's going to all come together on the day.
So ideally my couples just get to like fully experience it, feel like they're a guest andI'm the one running around like a crazy person on the day for them.
And even like we'll go back to like age.
I feel like when you started that is young to get into the wedding industry.
So I'm feeling a lot of your couples you would have dealt with would have been older thanyou.
I started when I was 23 and I definitely like I felt young and I felt out of place.
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You know, I'd be shooting a 30 year old wedding and like they're hiring a kid to do theirwedding.
Yeah.
How did you feel starting out?
Like, did you have to put on a different persona or were you just comfortable in who youwere?
Yeah.
It's really funny because I feel like I'm coming out of that age now, which is like aweird experience because I've always felt that way.
I've always felt very young compared to the couples that I was working with and I did haveto act a little bit older and now I'm getting closer towards 30 and that's kind of the age
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range of a lot of my couples so it's starting to feel really weird.
I feel less young.
But yeah, I feel like I always was, even when I was like 15 or 16 and went out for...
dinner or lunch with my family, my sister who's three years older than me would have awine glass taken away.
She'd be 18 and mine would stay.
Like I always kind of gave older energy.
So I don't know whether that's just like part of it.
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I think I was able to like fake it till you make it kind of thing.
So I was 23 when I started my business as well.
And yeah, you just have to have a lot of balls.
I think that's it.
And I think it is like just being confident in your ability.
As soon as people see your confidence that, you know, they're just like, okay, she knowswhat she's doing.
They don't have to question it.
It's when you start like letting the, I'm younger and like kind of giving that energy off,then they will start kind of questioning as well.
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So I think, yeah, obviously it just shows that were you from the, even when you were kindof freelancing over in London, were you pretty confident in your abilities even from the
very beginning?
Yeah, I would say so.
I really tried to absorb as much as possible and learn a lot on the job.
And I guess there's like a balance between being confident in your ability, but then alsoreally respecting people who have more experience than you and trying to learn from them.
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Like I never went in kind of thinking that I knew everything because I didn't.
So confident in that if I was asked to do a task, I would just go and do it and make sureit was done really, really well.
And that was kind of the way that I just had to.
envision it but I always tell myself act confident and no one will question you that'slike the little little saying that goes through my mind you know when you have like
imposter syndrome even now sometimes I'm like I don't know what I'm doing and I'm like nojust act confident and everyone's gonna really think I know what I'm yeah that is what
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I've always told myself
And do you have a lot of young people approaching you still like weekly to come like arethey asking to like intern with you, work with you?
Yes, yeah, really often.
And I've never done it yet.
I really want to, but my business is my baby and I also am really busy with my business.
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So finding the time to then take someone under my wing, I've found that like a little bitof a challenge at the moment, but I've thought about it.
I'm like dipping my toes in maybe considering having an intern or someone come on boardthe team maybe this year.
But at the moment it's just like...
as much as a lot of people offer to come and work for free.
Like they just want to come and they want to be at the wedding.
But for me, that's like so much more energy.
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You know, I've got to really think about that other person and like trying to teach them.
And even if I'm not trying to teach them, just making sure that they're doing the rightthing as well, because they're there representing my brand.
So I'm very protective.
Yeah, I don't think people understand that like, yeah, you're still responsible for them.
So it's like, it's not you're not paying them money, but they need to act a certain way toreflect your brand on the day.
So you still have to oversee them the whole time.
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Yes.
And I don't think people kind of understand that part, especially like younger people aswell.
Yeah.
Definitely, and yeah, everyone wants to, you know, come to the like really beautifulweddings at the beautiful venues and everything like that and social media, like sharing
stuff.
I'm very funny with all of that.
I'm like, no, you've got to kind of own your stripes, I think, before you can come in andkind of, yeah, work on those big weddings.
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But at the same time, I was an intern once and I did that.
So I think, yeah, it's a good, it's a good next step to take maybe for my business.
If anyone wants to come intern for me.
Talking about business, are you where you thought you would be five years in?
Are you where you thought you would be back then?
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That is a really good question.
I don't know.
think I probably could have never imagined what was going to happen.
I started my business doing a lot of on-the-day coordination and I really...
honed in on what I thought was like a little bit of a gap in the market where there was alot of couples who wanted to plan their own wedding and who had like dreamt of planning
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their own wedding their whole lives and then they just needed someone really good andexperienced to come in and make sure they haven't forgotten anything and then run the day.
Which now saying that feels funny because I feel like there's so many wedding coordinatorsout there and there probably were at the time but I think I thought I had like this little
niche or gap in the market and I really thought that that's where...
I was going to stay, I guess, and continue doing that and maybe have a big team.
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So no, the answer is probably I'm not where I thought I was going to be.
I still am just mainly a solo business.
I do have Chelsea who helps me with admin and I have my husband, Stephen, who helps me aswell and freelancers for on the day.
But no, I ended up kind of going a bit more like high end weddings and then less of themso that I'm able to manage them.
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So yeah, it's a bit of a different direction, but I'm happy.
Because obviously when you get a full service, maybe we'll just talk about that, what is afull service package?
Like when someone hires you and they're like, we want you to do everything.
What does that kind of look like?
So yeah, basically I'm actually, I'm in the process of trying to buy a house at themoment.
I've found that it's basically the exact same thing.
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Your house deposit, give it to me instead.
I feel like we're working with a buyer's agent and every time I talk to him, I'm like,you're a wedding planner for houses.
So basically my job is to, I have the experience and the knowledge of who the really goodvendors are.
obviously that I've worked with, the venues and the questions to ask your venues, thequestions to ask your caterers, all of that.
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Like I've got years of experience, so I know all of that.
And so for my couples who are really busy professionals, that's usually like the majorityof my couples who don't have the time to deal with all of the admin, I'm taking all of the
guesswork out for them.
So for a full service, I have a lot of couples who come to me without even a venue,without a date.
and we just start completely right from the beginning and we'll book absolutely everythingtogether.
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It's a very collaborative process.
They're completely across everyone who I'm booking and they still give them like a lot ofchoice, but nine times out of 10, we build a lot of trust in the first couple of meetings
and I can just really guide them on who I think the best team will be for them.
So like, okay, you would come with say, okay, here are four florists that I think wouldreally kind of suit your day.
Are you kind of, do you approach them with something like that and then you'll sit downand have calls with those vendors or is it kind of just like, this is who I think, but
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then you kind of still give them the option?
Yeah, florist is a funny one, it's a good example, but I never give like multiple floristoptions because with full planning, I'm always doing the styling as well.
So I work really closely with the florists.
So I always say to my couples, I'm not giving you multiple options for florists.
They give me like an initial Pinterest board, just like a very rough idea of what theywant.
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And nine times out of 10, I'll kind of know which florist I want to work with for thatbrief.
I, yeah, often just say like, you don't really need to know.
a detailed quote from a florist or anything like that.
We just need to know what your budget is and I need to know like roughly what style youlike and then I'll book someone and then I can then guide them on what we kind of need
from them.
But yes, for things like, you know, your photographers, videographers, celebrants, all ofthose kind of other vendors often I'm giving them like two to three options in each
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category.
So we'll kind of go through a few different styles for each and, know, I'll show them afew different options and then once I really know what style they like and also
what kind of people they wanna work with on the day.
think that's really important as well, making sure that I know what type of people theyare and they're gonna feel really comfortable around the team that I'm booking for them as
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well on the day.
So yeah, once I have all of that, I'll then go away and do all of the inquiring, gettingquotes, negotiating on prices if possible, and then I'll propose to them a few different
options and tell them pros and cons and why I think they're right for them.
But occasionally it'll come up where I'm like, no, this is the person for you.
You've got to trust me.
You're going to love them.
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yeah, again, nine times out of 10, the couples that I work with trust me.
So they'll go with that person.
I'm assuming like lot of vendors, like the vendors, if you reach out to them, there'sgoing to be a benefit for your couples.
Like if Chloe's coming to them like, hey, I've got this awesome wedding, I think you'd begreat for it.
Obviously, they're going to kind of, especially if they want to work with you more often,there's going to be like this higher level of like almost client experience for yourself
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because they want to be like, this is how I always act and this is everything.
So I think even that, like the relationship that you build and people look to you and wantto do weddings that you do, that benefit gets passed on to your couples straight away.
Yeah, 100%.
I have like really good relationships with quite a lot of vendors now who will offer mycouples discounts because you know, they know what it's like to work with me on the day.
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They know the run sheet is going to be sorted.
They know it's going to be a little bit easier for them than if they didn't have a planneron board.
So a lot of my vendors that I work with will either offer a discount or sometimes, know,photographers that I work with might bring a second shooter on the day because they
know...
I've shown them a bit of the styling and they're like, great, you know, we'll bringsomeone else along to make sure we get lots of beautiful styling photos.
And then of course the couple benefit from that as well.
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yeah, having all of those relationships built over years and years is like invaluable, Ifeel.
Do you have a feeling that there's all the different ways a planner could go?
They can go, okay, the photographer's gonna pay me for a recommendation or like this way,like rightly so, like, you know, a photographer would really want to work with the styling
and everything you've created and you're at Redleaf.
So that'll give a discount to kind of be on that job.
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Do you have any preferences or any thoughts about those different kind of structures?
Yeah, I personally don't take any commissions from any of the vendors that I work with.
And I don't think there's anything wrong with doing that at all.
If I'm being honest, it's too much admin for me.
I don't want to deal with the admin of the commission, one, but two, like my client, Icharge them a set fee and that's my fee to plan their wedding.
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And if I can save them money along the way, I really want to do that.
So I'm always saying to vendors, have often people reach out and say,
you I'll give you a commission, I'll give you a cut if you recommend me and I always sayno.
I only recommend people that I've obviously worked with before and have a good experiencewith, one, and then two, if you're going to offer money off, I'd rather you just offer
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that as a discount to my company.
Yeah.
That's so good.
having that set fee because then the company can't be like, well, you know, you're goingwith the florist.
It's $50,000 compared to $40,000 and like being like, is she really after our bestinterests here?
Yeah.
And then even like forward planning for yourself, you know, okay, I need to buy, I need tobook 20 weddings because it's a set fee of this, but then you know exactly what you're
getting for that as well.
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Yes.
And you can kind of really set yourself up.
Yeah.
Cause I feel like that's the hardest part about being in the wedding industry is it's soebbs and flows that no one really knows.
their ideal numbers or like how, so everyone's like, yeah, I'll the booking, take thebooking, take the booking.
And then you're like, I'm way too busy.
And then it's like, I'm quiet the next month because I was so busy back here.
So I think like that stability creating is great.
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It's really, that's a very tricky little balancing act that we all have to do.
But yeah, this year is the first year I have really cut back on the number of weddingsthat I'm doing and I feel very comfortable and confident.
They're all like, you know, either partial or full scale planning.
So a lot bigger jobs than I was doing previously.
And I've got half the amount of weddings this year that I did last year, which is exactlywhat I wanted.
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It feels really weird.
It's like a little teething moment where I think I thought because I was doing half thenumber of weddings
I'd have half the number of work.
Not how it works.
No, bigger services require more work.
But yeah, it's an interesting little balancing act.
But yeah, just think that having the set fee and it's just another way to like build trustwith my couples as well.
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And I always tell them about that because I think they might not assume that we're making,planners are making commissions, but if they do, like I just want to be upfront with them
right at the beginning and say, like, I'm not making any money off these recommendationsbecause for me that feels like a little bit.
I don't want to recommend a vendor just because I'm making money off them.
I only want to recommend them because I really genuinely think they're really good.
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And then I'll always, I'm a bit shameless in asking for discounts.
All my vendor friends will know, but I'm like, you if I can do that for my couples, I willbecause it's also not only saving them money, but it gives me more budget to work with for
their styling, which is, know, like if I can kind of finesse everything down and then putmore money into the styling, it benefits all of the team because it makes it more
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beautiful.
Everyone's happy.
So a vendor hasn't worked with you before, how should they approach you?
They really want to work with you, obviously.
Yeah, that is a very good question.
think probably meeting in person is really important.
Like when I meet people at industry events, I think it's really important vendors who arestarting out as well, who, of course, they're reaching out to planners and they're putting
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their name out there.
I do recommend doing that because sometimes right place at the right time, if I'm lookingfor a certain vendor and they pop into my inbox, great.
A lot of the time I find it hard to get back to everyone so I feel bad.
I'm like, I can't always reply.
you know, reaching out to people is great.
But I think attending as many like industry networking events as possible and trying tolike socialise with other people in the industry is the best way because once you build a
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relationship and get to know someone a bit more, it's easier to recommend them withouthaving worked with them at a wedding.
But yeah, offering, I guess offering a bit of a discount is also good because if I have acouple who...
you know, need a photographer who's going to be much less than the other people that Irecommend.
That might work out in our favour for that time, but I really do try and keep the peoplewho I recommend to the people who I've worked with before.
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often that means the couple have come to me with someone already booked, which happenssometimes as well.
Sometimes people come to me and they've booked the whole team and I've had no say over theteam and that's fine.
I manage all of that.
But then I might work with a new photographer and be like, you're great.
I'm going to add you to, you know, the list of people who I recommend.
So it's a bit of timing and chance.
And schmoozing.
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That's even harder at the industry events because I feel like everyone feels the same waythey kind of go there and they feel like a little bit gross going there just to network.
Like it's when you can kind of shift that mindset like I'm just going to hang out withsome friends who also work in weddings.
It opens it up a lot more but I mean I've been doing this 13 years and it's only been thelast two years that I'm really focused on like no go to all the events.
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You know don't make excuses and stay at home because of XYZ and the more comfortable youget with it.
you realise everyone feels the same way.
We're all working together.
You don't want to small talking like,
Yes, yeah, I know it's hard.
It's awkward.
But yeah, you have to push yourself out of your comfort zone.
And that's only way I guess to meet new people and make these connections.
It doesn't have to be, yeah, like speed dating for vendors.
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You don't have to talk all about work, but it's literally just making connections withpeople.
When I first started, I was a serial pest.
Like I was DMing people all the time.
I would just like go on and search wedding photographer and then just DM every singleperson in there, which now if I get DMs, I'm like,
But you know, like I also, respect the hustle.
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I'm like, I did that too, you know, and it works sometimes, you know, you get the rightperson at the right time and they're like, hey, actually, yeah, I will recommend you to
this couple who's looking for a planner.
definitely worked in my favor, but it's a lot of like time and it's a bit tedious at thebeginning, yeah.
Can you talk us through, was there like one significant like tipping point in yourbusiness that's kind of elevated you to where you were now, or was it kind of like a slow
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burn the whole time?
There was one wedding that I think changed a lot for me and it was my second ever weddingat Redleaf.
I work at Redleaf in Wallumbi quite often now.
It's so beautiful.
one of the most beautiful venues in New South Wales and I'm lucky that I get to work thereall the time.
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But the reason why I kind of built a really good relationship with that venue and got ontheir recommended list and everything was all down to this one wedding.
It was my second wedding I ever booked there and I was booked for on the day coordinationand
I was meant to leave at like 7pm but there was a natural disaster.
It was flood.
Floody.
It was flood.
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Yes, yes.
The town near Redleaf flooded which was like the first time since the 70s and the otherside, like there's two ways to get in and out and the other side had a landslide.
Like one side flooded, the other side was a landslide.
So we literally got stuck on the property with over 80 guests.
The venue sleeps 12, so you know, you do the math, where were we gonna put everyone?
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And like I said, I was meant to leave at 7 p.m.
I ended up being there until I think we left at like 4 a.m.
the next day.
We worked with SES all night, evacuating all of the guests off the property.
There was like fire trucks coming in and getting people out.
It was absolute chaos.
But ever since then, like that couple, there was...
like the biggest post about me and like the web chat Facebook group, I remember and likephotos of me with the SES and with the bride and groom like in their outfits and they did
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like a massive shout out and then Redleaf like put me on their recommended list and wejust built a really strong relationship from that.
We were there at Redleaf the next day helping with the cleanup and everything.
I mean, that's very, it's not a suggestion to people.
Hey, you want to your business?
Yes, go work in a natural disaster.
But I feel like it was a bit of chance that obviously, you know, when things like thathappen, I guess the lesson there for me was like, you know, when things go wrong, just
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stepping up and like I really stood up and was like, I need to fix this tonight.
Like there was vendors, people couldn't get there, the DJ couldn't get there, the cateringteam, was only half of them there.
And we just like made it work.
We had to continue a wedding in the middle of a natural disaster because like, what elsewere we going to do?
So
I just really learnt from them.
I'm like, then, you know, it doesn't matter what you're being paid to do.
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You just have to step up sometimes and just like give it your all.
And it's going to pay off because that definitely paid off for me.
But even like in the time, it's not like you're thinking, if I do really good here,Redleaf will recommend me.
It's like, no, literally like, the couple needs this and you're just kind of working tomake it work.
which is just like, yeah, as soon as I'm at a wedding, it's, don't care what my job roleis.
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Like I'm gonna do everything I can to make sure that the couple have the best experienceand that the vendors have the best experience.
Like I really want everyone who's there to have the best experience possible.
And some weddings will feel easier for me than others and that is okay.
And you know, it all kind of pays off in the end.
And yeah, from there I ended up.
Yeah, getting recommended a lot and you know, it all just like built such strongrelationships with the other vendors who are on site as well.
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And I think that kind of changed things a little bit for me for sure.
And like, it, did you then, like, you prior?
Because I mean, to even book a wedding at Redleaf, you're doing really well regardless.
Like, if people are wanting to book you for that venue, you're already doing great.
Was that through kind of magazines and directories and stuff?
Like, was there a purposeful effort to kind of book weddings, you know, in similar venues?
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Yeah, no, I never, I don't think I was ever a part of any magazines or directories.
I paid for like Facebook ads.
That was when I first started.
I put a lot of money, it was a lot of money at the time, into ads every month to reallypush that.
And then also just making sure I got really good reviews.
That was like a very important thing.
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I was getting a lot of referrals, a lot of word of mouth.
That was really important to me.
So just like really pushing for reviews.
When I first started my business, I did like a dodgy, which I'm so comfortable saying now.
Because you have to, like you have to fake it till you make it.
I feel like if there's people listening who is trying to start their business and they'relike, I've literally never shot a wedding or I've never planned a wedding, how am I
supposed to look like I've done this before and like get people to trust me?
(24:59):
I obviously had worked in weddings for years beforehand.
And so when I worked at that wedding venue that I worked at in Sydney, I knew at the time,like I always knew one day I wanted to start my own business.
So I took the whole list of people that I'd ever worked with and all their contactdetails.
Is that illegal?
I don't know.
Took all their contact details and then.
When I left, I emailed all of those couples and said, remember me?
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Like I coordinated your wedding through this venue, but I'm starting my own business.
Can you leave me a Google review?
Like, do you have any photos that I could share on my Instagram?
And yeah, there was a lot of like beautiful supportive couples who really wanted to see melike thrive.
So that was really nice as well.
So I then used all of that to kind of make it look like I'd done this for a while.
Yeah, definitely, yeah, 23 year old me was a little hustler.
(25:44):
And then talk about like your weddings, because you kind of go down like the more like theparty, the atmosphere, the event kind of thing, like you kind of creating this big party,
essentially, do you create weddings that you would want for your own wedding?
Yeah, my wedding was probably a bit different to the weddings I planned because I guessbecause I'm in the industry, like the weddings that I plan are all like, not all, but a
(26:09):
lot of them want like a European style outdoor kind of wedding.
And to me, personal worst nightmare.
I don't want to be outside.
I don't want to touch grass.
I just want to be like inner city concrete, nice shoes.
Don't want to ruin them.
Like that is my vibe.
And yeah, nine times out of 10, my couples are the opposite to me.
So like yes and no.
(26:30):
But for me, the most important thing is like the guest experience and the guests includethe couple.
Like whenever I'm talking about guest experience, I'm not saying like let's prioritise allyour guests and forget about you.
It's like you're a guest too.
But the most important thing is creating a really fun event.
that everyone's going to go to and have a good time.
Like that is all that actually matters at the end of the day.
(26:51):
People are well fed.
They have good entertainment and they're comfortable.
They're like the most important things, I think.
So yeah, I'm very big on, I always say zones.
Like that's what I call them.
I call like your pre-ceremony, your ceremony, your post-ceremony, your reception, yourdance floor.
There's like five different zones basically, depending on the venue and where we'reworking, but trying to kind of like hone in on like how do we want those parts of the day
(27:15):
to feel.
And yeah, what do want your guests to kind of like feel when they arrive and how can wekind of achieve that?
So coming from that perspective rather than all about like aesthetics, I think maybe is alittle bit of a point of difference.
Like for me, I'm a wedding stylist, but like the styling is the lowest priority to mepersonally when I'm planning a wedding.
(27:38):
I think there's like a lot more important things.
So I'd assume like most of your couples would have a healthy budget, I'll call it.
If like you have couples kind of trying to stretch dollars, is there certain things thatyou would do to kind of try and make that budget stretch a little bit more?
Like more that, I know you kind of, you know, saying styling was the least important, butlike little things you can do to kind of stretch that budget a little bit more?
Yeah.
(27:59):
Yeah, well, I think it's, again, it feels really funny saying styling is like the areathat you can cut back on, but the way that we kind of look at it is, I guess, what are the
top priorities for the couple?
And almost all of my couples will say the exact same thing, and it's really good food andreally good.
music.
I feel like they're kind of like the top ones, like good entertainment, good food, gooddrink.
(28:22):
Like that's what people care about the most.
So making sure that those areas we put a lot of budget into and make sure that that's kindof like where they're spending their money because that's the most important thing to
them.
And then yeah, unfortunately for me, like I do hate to say it, but it is the easiest wayto cut costs is on styling.
Like you don't need to have flowers down every single table or candles everywhere or likewelcome sign and then a seating chart and then like all these things that you see at
(28:47):
weddings.
You don't have to have any of that.
trying to like strip it all back, always kind of think about weddings, like we're tryingto just set a table at a restaurant.
Like how can we have like really beautiful, high quality stuff, but like less is more,especially at these beautiful venues, which a lot of couples are, you know, wanting to
book beautiful outdoor venues.
It's like, the venue kind of speak for itself and then focus on everything else first.
(29:08):
Yeah.
It is crazy to think about because when you think about a wedding, well, when I thinkabout a wedding, I'm not a planner.
It's like, all you think about is like the flowers.
You think about the styling, that is such a big thing.
The aesthetics is, feel like, if they didn't have a planner, that would be where mostpeople would kind of spend the money to make it a good wedding.
(29:31):
But when you actually think logically about it like you are, it's like, but yeah, it looksbeautiful, but is it actually gonna make the night or the day what you want it to be?
Yeah, no one's gonna remember except for like you and maybe your stylist.
The photos will look really good, but like the guests, no one remembers how the tableslooked if, like they'll remember if it's beautiful, they'll remember if it's terrible, but
(29:55):
they're not gonna remember if everything else was amazing.
They're like, they had the best DJ and like the food was amazing.
Like people remember those things a lot more.
They're not gonna remember like all of the tiny little details, unfortunately, because Ilove that.
It's so much fun if you have the budget.
It's so much fun to, and...
Obviously a lot of my couples, like you said, have a healthy budget because they've bookedme to help them and they do value styling and they do value the aesthetics.
(30:17):
And so that's great because we do have a lot of fun in that area.
But I think it's more for the couples who yet like are trying to kind of think of theareas to pull back on.
I had a couple who like one of my last coordination jobs last year.
And I remember they'd kind of like booked everything because I was booked just for like.
coordination.
hadn't helped them with the budget at the beginning.
(30:37):
They'd gone and booked heaps of vendors and then it kind of got towards the end when alltheir final invoices were due.
And they were like, oh my God, like what have we done?
We can't afford all of this stuff.
So they contacted me and said, what do we do?
Like, what can we cut back on?
And we just, helped them like really pare back the styling because yeah, I was just like,you don't need to have, you know, table numbers, place cards, menus, favors, like gifts
(30:58):
for your guests, table runners.
It was just like all this stuff that I'm like, that is just stuff you don't need to have.
so yeah, it feels funny to say like my husband is literally a florist and a lot of myfriends are florists and I love flowers and so many of my couples value flowers and like,
obviously I value really high quality styling as well, but it's just like the fact is thatthere's all these things in weddings that are like nice to have, not need to have.
(31:22):
So as long as people are kind of like, keep coming back to the basics of what a good eventis and like what the people will remember, how everyone's going to feel, guest
comfortability.
Like all well and good having a pretty table, but like, are you sitting outside in winter?
Is it gonna be cold?
Do you have heating?
Do you have blankets?
Is it really hot?
Like how are you looking after people and making them feel comfortable?
(31:42):
Cause that's all they're going to remember.
I'll go on to a bit more of the run of the day, because I saw that you also offer, forpeople, they could do a curated run sheet for the day, you kind of offer that service
sometimes.
And then, I listened to one of your podcasts, the Alter Ego podcast, and you're talkingabout having, if it was like winter.
(32:05):
that a first look could be really good in winter just because of like the length of theday.
Do you want to talk about a little bit of the nuances between different times of year, howyou would kind of run the day differently?
Yeah, yeah, run sheets are so like, it's my favourite part of wedding planning.
I love, I'm such a run sheet nerd, which is why I do those one-on-one planning sessions,which are, I guess now that I'm doing, I do a lot of like full planning and partial
(32:28):
planning.
I don't do coordination anymore.
So this is kind of like the way that I've added a service where I can help people, but I'mnot there at their wedding because I just can't keep doing 50 weddings a year.
Not good, not good for me.
So yeah, these planning sessions, I like meet with couples via Zoom and I just kind oflike really get to know them as quickly as possible in that, you know, 90 minute Zoom, but
(32:51):
get to know them and like what their priorities are.
And then of course I'm working in like all different venues that I've never worked outbefore because they're people booking me from like interstate as well, which has really
been fun and like a bit of a challenge.
But with building a run sheet, I don't have like a template or anything.
It's always built from scratch because
depending on where you are and the time of year, it's all completely different.
(33:11):
So the first thing I always do is look at the sunset time, which I imagine you would dotoo.
It's really like the most important thing is to look at the sunset time and how much lightdo you have, which I think a lot of people probably just don't think about.
A lot of people kind of go, great, I'm going to book a wedding and I, you know, myceremony, I'll do sometime between three and four and then.
That sounds good.
And my drinks package is five hours, so that's perfect.
(33:33):
And then I'll start that at five.
And I'm like, your sun sets in 10 minutes after your ceremony.
So unless you're doing a first look, you're going to have no photos.
Like where are you going to get the photos taken?
So I always kind of work backwards from there.
I met with a couple this morning who are getting married in May and their sunset time was5.15.
So like working backwards from there, figuring out they wanted a really long cocktailhour.
They don't want to do a first look.
(33:54):
They want a long cocktail hour.
They want like live stations, oyster stations, caviar bars, all of the works.
So.
but no first look.
So making sure they can have all of that and actually enjoy that and get all of theirphotos taken before the sun goes down meant that, you know, we had to start the ceremony
much earlier in the day as well.
And knowing that right at the beginning is so important because then if you're starting aceremony so much earlier, your photographer has to start earlier, of course, to capture
(34:19):
prep beforehand.
Your hair and makeup has to start earlier in the day.
It's like such a knock-on effect.
So a really good run shade is like the most important.
thing with wedding planning and I think people leave it to the last, you know, it's likethe last step a lot of people do and it needs to be like the first step I think people do
because that determines how long you need to book all of your vendors for and like, I'm sopassionate about run cheats.
(34:40):
Can you tell?
yes, yep.
I can't even remember what the question was now.
Well, it's like, same thing.
Like I'll have a zoom call with our couples three months out and same thing.
It's, they kind of work out the run sheet with the venue and the venue kind of work it outwith the caterers.
They're like caterers like, well, we want to drop food at six 30.
And so they kind of just work back and that's what it is.
And if you're getting in too late, like you said, like all that's already in already inplace.
(35:04):
so you, like you're saying you do have to kind of be there from the start to be able to dothat as well.
and your suggestions that you make to them cost them more money because like it's moretime for drink service and more time for staff to be there.
And like there's all these factors that add to the budget.
So when you make those great suggestions 12 weeks out or whenever it is, they're like, oh,well, you have no money left.
We can't do that.
We can't add on all of these extra things that we want to add on.
(35:25):
So that's why it's super important to do it right from the beginning.
yeah, venues, caterers, they'll all have like a bit of a template that they give to peopleand say, this is how we do things.
But people...
need to know that that is just a guide and with weddings you actually can do anything youwant as long as you're happy to pay for it and that's I feel like I'm constantly reminding
(35:47):
people of that because the venue will say your ceremony is at four and I'll say to them noyou can have your ceremony at any time even if it's like a say the only case where you
have to start at set times is usually when it's like a public venue that might be open forlunch beforehand like a restaurant but
Everyone has a price.
So if you're willing to pay a little bit more to close them for lunch, you can start yourceremony earlier.
(36:08):
So giving people that understanding as well and saying, like, you know, talk to yourvendors.
There's, have these set kind of ways of doing things because they're just used to doing itthat way.
But you are able to think outside the box and it often comes with a little bit of a pricetag to change things.
But, you know, it is an option as well.
And I think when I tell people that they're always like, Whoa, mind blown.
Yeah.
(36:29):
Yeah.
Going back to the service, know, you're talking on zoom, do a lot of people then book youfor full planning services because you're like, Hey, this is everything I can do for the
day.
And then it's a bit overwhelming.
They're like, we do actually need your help.
I have had a couple that have done that.
Yeah, yeah.
A lot of the time I won't be available.
might be, I think a lot of people book those sessions a little bit closer to the date,which I find, yeah, it's good to talk about here.
(36:55):
And like, I probably need to explain it a little bit more that I think it's probably agood service from the beginning.
But often it's, yeah, a little bit in the like closer lead up.
So I'm usually not available to then jump on board or they've already booked quite a fewthings.
So yeah, definitely want to do a few, like a few more sessions with people who are new toplanning.
Because I think even like budgeting, just helping with budgeting and like thenon-negotiables and these like rough timings right from the beginning and then convincing
(37:21):
them to book me to plan their wedding.
That would be great.
That's really good to know.
Like when you book your venue, like say, you know, they haven't hired you yet.
When you book your venue, that is then the ideal time to work out your run sheet beforeyou get a photographer, before you get caterers, before you get anything.
Because then if you've worked out that run sheet and we know, okay, you have to have thatceremony at one.
So the photographer has to start at whatever nine o'clock.
(37:44):
And you know, you need the photographer for 10 hours, not eight hours.
They're going to quote you for that.
Whereas down the track, they're to be like, I'm there eight hours.
I can, but it's two hours more.
I'll charge you for this.
100%.
I think no one, well no one that I would know would know to do that.
Yes.
Exactly, that happens with so many couples.
They're booking, yeah, like an eight hour package.
They're like, oh, I'll just book that.
(38:04):
And if we have to add on time later, we'll do that.
But then when it gets to the time where they have to actually figure out the run sheetwith a photographer, they're like, oh, that $500 extra is actually like, we don't really
have that left, you know, in the budget.
So very important to do that right from the very beginning.
The couple that I met with this morning, we, yeah, they have their venue booked.
and where I'm on board for full planning.
(38:26):
And I just said to them, like, before we do anything else, before we even talk about therest of your vendors, we need to sit down and like really put together the budget and make
sure that you're really comfortable with how much you kind of have to spend in all ofthose areas.
And then also the timelines.
That's the couple I was talking about just before.
So now we know that they need that extra long cocktail hour.
Then I know I can tell all of the hair and makeup artists, the photographers, thevideographers right from the very beginning that they're going to have to start a bit
(38:51):
earlier.
It's going be an earlier wedding.
and then you know the discounts you need to get for the couple.
Throw in that extra hour for a place, if you're listening.
Mike, I want to trends a little bit because I'm definitely not the trans person.
Coming and starting, guess, starting in London, coming back to Australia, like you're inSydney, you're in Newcastle now.
(39:12):
Is there parts of the world where you see trends starting and then trickling down to othercountries?
Is Australia leading the way?
Is it Europe, like America?
That is a very good question.
think Australia is, our wedding industry is pretty elite.
Like we do some good weddings here, we have some good venues.
I definitely think we're behind the times in like fashion maybe.
(39:33):
So a lot of like fashion trends will come through in the UK and the US before Australiaand then it kind of trickles down here which influences weddings a lot as well I think.
But honestly we have so many incredible creative people in Australia who are just like.
leading the way and coming up with amazing new ideas all the time.
I think a lot of the directories are really getting like, I don't know if they've alwaysbeen really good, I'm just paying more attention, really good at, you know, showing a lot
(39:59):
of like international weddings and international wedding trends as well, which is reallyinspiring a lot of couples.
A lot of couples are like following, you know, like the Wed and the Bridal Journey and allof those pages and getting heaps of inspo from there.
And a lot of them are like celebrity weddings.
I'm like.
I'm gonna have to be real about the budget.
I wish that like every wedding that you see, all these amazing celebrity weddings justlike had a disclaimer of how much it costs.
(40:23):
the bottom exactly.
Every Pinterest post.
By the way, this was like a $900,000 wedding or this wedding was completely free of chargebecause they are a celebrity.
So yes, I wish they came with those disclaimers because it comes, gets people's likeexpectations for weddings become a little bit like crazy.
think if you're following, if you're following the trends and like the big celebrity orinfluencer weddings, which a lot of people do, a lot of people then like set up for like,
(40:51):
not failure, sadness.
had to spare.
When they cannot have that for their wedding.
I think it's important to like, yeah, I'm always kind of reminding my couples to come backto like what's really important and like what is important to them rather than like what's
a trend that we need to I never I never like to just throw a trend in just for any reason.
(41:12):
Obviously, there's some things that are just pretty draping, for example, is beautiful.
But like we're obviously going to use that in a way that like for a space that needs to belike covered or it needs it for some other reason.
But personalising your wedding to you is like the best trend ever.
And really thinking about like, question I always ask my couples is, you know, what do youdo when people come over for dinner?
(41:37):
Like what's your go-to dish?
Or like what kind of music do you put on?
Or like what do people know you for?
Like what's your go-to drink order?
I love to kind of really get people to think about that because that's essentially what itis.
Like your wedding, you're able to force all of the people that you love force.
All the people you love to like enjoy the things that you love.
So, you know, if that's your favorite food and you think it's not like a big crowd place,who cares?
(42:00):
It's your wedding, you know, as long as the two of you love it, like force everyone toenjoy all the food and all the drinks and everything that you love and people will then
really know that it's about the two of you and be like, that's so them.
That's yeah.
What you want people to say, I think on the day I love when people say that's so them.
So then.
Obviously, is a big part of weddings at the moment.
(42:20):
Are you kind of introducing ideas, I saw like Red Leaf, how caterers, I forget the nameoff top of my head.
Peppies.
Peppies, peppies.
Like, you know, they're cooking outside, you know, and everything like that.
Are you kind of introducing ideas and entertainment to the couples as well?
Yeah, definitely.
Yeah, I love those kind of, you know, ways of personalising the day.
(42:44):
The couple that I was talking with again this morning, like, you know, really love thecaviar and oyster station.
So, you know, that's not a new thing, but talking about someone standing there and likefreshly shucking the oysters and having them displayed in a beautiful way, like that's so
cool because everyone that says that will be like, you know, the bride loves oysters.
So of course she has that at her wedding.
I love that.
(43:05):
I had a couple, yeah, a few weeks ago, the groom like loved custard and he really made itknown.
It's really like, yeah, it's random.
But he said that because when we started talking about wedding cakes, I always am like,what's your favorite dessert?
Like, what do you like to eat?
Because you don't have to have, you know where I'm going with this.
(43:26):
You don't have to have like just a wedding, excuse me, just a wedding cake to have awedding cake.
So he loved custard.
And so I was like, what about.
What if instead of cutting a cake, you both have like, had like gravy boats that were likesilver gravy boats and they poured the custard all over the cake.
And the, one of his speeches on the night mentioned his love for custard.
(43:48):
And I was like, this is so perfect.
I'm picturing the wedding video already.
More live films that shot it.
And I'm like, just can't wait for that part of the speech where it's like, he lovescustard.
And then the custard pour happens.
Like what a vibe.
So yeah, just like coming up with things that are like.
you know, and then everyone at the wedding, they'd already talked about the custard.
Everyone's like, oh my God, he's pouring custard on his cake.
That's so him.
So yeah, I love those kinds of things.
(44:09):
Like not just doing it because someone else did it.
Like if someone else is hearing this and they're like, I'm going to pour custard.
Do you even like custard?
Is everyone at your wedding going to be like, why are they Yeah, it's got to do withanything.
But if you're a custard lover, they're going to know.
I'm just imagining the groom speaking to the bride like, CUSTOMED!
I can't tell you how many times Custard came up.
(44:30):
I love him so much.
I feel like that was the only thing he really, really wanted at the wedding was Custardand he had it.
It was so good.
Far out, that's amazing.
Yep.
The last thing I kind of wanted to talk about was you deal with lot of internationalcouples too.
Is there challenges that present themselves between I guess a client that you can kind ofmeet in person versus someone you're talking to over Zoom?
(44:54):
Does your process change much between those two?
Yeah, it has to change a little bit, but I do a lot of my meetings via Zoom now, eversince COVID.
I don't know whether I just got really comfortable on Zoom, but I much prefer it.
think I just, because I can sit there and take so many notes and I can kind of be likeresearching while talking to them.
It just feels a lot more comfortable for me to be able to do all the work that I need todo.
(45:16):
When I'm in person, I get really like chatty and carried away and just like...
order another wine, let's just stay here for hours and chat.
Whereas I feel like I can be a bit more focused via Zoom.
So for those international couples, it's not a problem.
It just means like the time zone is one thing.
I'm always doing like early morning meetings or late evening meetings, which is fine.
It's obviously all always like, well, I'm talking about my London couples.
(45:36):
It's always the opposite.
So the couple I met with this morning was 9 a.m.
for me, 10 p.m.
for them.
So by the time we finished, it was like nearly 1 a.m.
My meetings always go for very long because I can't stop talking if you can't tell.
But
No, the challenges of not being able to see things in person, there's a few things thathave to change just like, are we going to be able to do a site visit?
Are we going to be able to do a menu tasting?
(46:00):
Wedding dress try-ons, suit try-ons, are they doing that where they live or can they do itin Australia?
So I'm always the first question I ask is, you have any trips back to Australia planned?
Because a lot of my international couples, actually all of them, are.
Australians who live overseas and they're getting married in Australia.
So it's kind of like often they might have another wedding that they're coming back for ora family event or Christmas or something like that that they're already coming back for.
(46:22):
So then I'm always, doesn't matter what my normal timeline is.
I'm like, okay, well that's the only time we have.
So let's try and like cram in as much wedding stuff as we can while you're here.
There are some things, a lot of like site visits I do for my couples, sorry, virtually andjust send like via WhatsApp.
I'll send them lots of videos.
Menu tastings I'm happy to do for them.
(46:43):
Wine tasting's very happy to do for them.
Often they might have family here as well who can kind of attend a few of those things forthem.
But yeah, it's just like, you have to build a lot of trust.
And I've had a few couples who are based internationally and I've met them the day beforetheir wedding.
We've been working together for like two years.
I meet them for the first time in person the day before their wedding.
They see their wedding venue for the first time the day before their wedding.
(47:04):
So it's like, yeah, you have to really have a lot of trust to work, I guess, know,internationally, but.
No, I've never really found it challenging.
I love working with those couples.
You're going to like wedding dress shopping.
you're attending, are you attending when they're looking?
Okay, no, sorry.
No, I'm just like, that's something that yeah, I kind of I give them recommendations.
And then I'm also just kind of flagging that with them because it's like, well, if you'reinternational, are you going to do that over there?
(47:29):
Are you going to do it here?
And if you're going to do it here, just making sure that they've got the right timeframe,because there is a certain like cutoff before you can't really get a dress made in
Australia.
Unless you pay lots and lots and lots of rush fees, everyone has a price, there you go.
You can do anything you want, but you have to pay for it.
So yeah, it's just making sure that they're aware of all of those little details thatmight need to be considered while they're on the ground in Australia.
(47:53):
And if they're not, have a few that just are like, no, we're not coming back at all, so wejust make it work.
What's next for your day, Chloe?
Less weddings?
Yes.
Yeah, I think so.
Just like getting through the year.
No, I'm really excited.
I have so many beautiful couples this year and specifically even 2026.
(48:14):
I book quite far in advance because of the job that I do.
Like not to be like, I book out so far in advance, but it's just because I'm working onweddings right now for the end of 2026, which, you know, we need to be booking things.
So it's like constantly going.
But I'm just really excited.
I'm working with such
cool couples and like new venues as well, which is quite exciting.
(48:35):
New for me, not for the venues.
They're like old, old venues that I'm thinking of in my mind.
But yeah, just super excited.
I feel like I've gotten to a point where my couples are like my ideal client, which is socool to be at that point where I just feel like they all trust me and I love them and they
love me and it's just perfect.
Is there still room for growth?
so I'm like a lot of people, like when I was asking you to come on and everyone reallywanted to hear from you.
(48:59):
So a lot of other planners and stylists look up to you in the industry.
Is there still somewhere more elevated that you want to be than where you are now?
Like I know you've got the ideal clients and everything, but is there space that you stillwant to grow to another level at all?
Yeah, I mean, that's really sweet and like feels unbelievable to me that like people wouldlook up to me.
That's imposter syndrome for sure.
(49:20):
But I think when I started, I always thought that I wanted to go into like education forother planners because the internship that I did in London with that planner, it started
as a paid, I paid them, not they paid me.
Do know what mean?
So I paid for like a course.
And then I got an internship and then I got to work freelance.
(49:41):
So it was a few steps beforehand and the course.
Yeah, it was super helpful.
And then from then I kind of thought that's probably a good thing for me to consider ifand when I want to like start a family and I've really built this business.
I might've shot myself in the foot by literally calling it your day by Chloe.
And like you're talking to me at the beginning, you're talking to me via email.
I'm booking all your vendors.
(50:02):
I'm there on the day.
I'm there the day before I'm there the day after.
So it's like very hands on.
and I probably won't be able to do that forever.
So I guess it's really important for me to start coming up with a plan for that time of mylife where I'm like, I don't want to be at weddings, you know, like multiple days a week
and doing everything by myself.
either growing a team or potentially getting into like mentoring and kind of helping otherplanners as well, because kind of similar to like the run sheets, I'm really passionate
(50:30):
about people having a really well-planned wedding.
So the more planners that I can help.
do that, I feel like that's gonna be really rewarding for me as well.
What that looks like and when that happens and how that happens, I am not sure yet.
But I have had a few people reach out and ask if I do mentoring and I just haven't quitebeen brave enough to do it yet, but I think that could be the next step.
(50:53):
Even like you're talking about, you weren't sure about getting people on to work with you.
Like, I'm sure there would be people that'd be like, yes, I will, like, I want to comewith you over the course of five weddings.
And I'm happy to pay you $5,000 to come.
And you can kind of at least tell that to the couple.
But at least you're only going to get people that are really serious about like, want tostart a wedding planning business.
(51:14):
And then from there, like you can automatically already trust these people because they'reputting money into it.
They want to come and study underneath you.
But then they might be people that kind of stay on the journey.
with you after that as well, kind of the same as what you did, guess, overseas.
Yeah, and that was kind of, guess, the the premise of that was like, you'll go and meetlike a florist and a furniture hire company and like a few different vendors and like, get
(51:36):
to see what those meetings are like.
And there's a potential chance of employment afterwards.
No guarantee, which is what it was with me.
And I ended up being able to work for the furniture hire company that I went for like atour through their warehouse and ended up working with them and the wedding planner as
well.
Yeah, that's a really good idea.
This is a bit of business coaching.
Yeah, a bit of live business coaching.
(51:56):
I like that.
Watch this space.
Or otherwise selling your, I know you like every timeline is different, but like kind ofthe premise behind how you would design a timeline.
Yes.
Like even that, even like for couples, how, how worth it would be to couples and otherplanners.
But if there was a way to kind of be able to get that out, like as soon as you book yourwedding, this is what you need.
(52:17):
Yeah.
Just to kind of give people an idea.
like Loz, Hungry Hearts Co.
She's on my case all the time.
She's like, you need to make a template that you can sell.
Like you need to make something that you can sell to people and I, yes.
It's all in the brain.
I'm a typical creative, I want to say like type B, but I feel like that's illegal to sayas a wedding planner.
(52:38):
I'm just, yes, it's all the ideas that I have and the execution.
like, I've got these weddings to plan.
This is slightly important.
Got to focus on those.
And then yes, yeah, there are big ideas in the pipeline, but when they happen, I'm notsure yet.
Awesome.
Thank you so much.
Where can people reach you?
Socials, website, all that kind of thing.
Where can people get in touch?
I am at your day by Chloe on Instagram and that's my website too.
(53:03):
Yep.
That's your day by Chloe.com.
Yeah, we, um, I have a podcast of my own called the alter egos spelt alter, like a weddingalter, you know, like it's a little play on words.
And I do it with my good friends laws from hungry hearts.
Co.
He's a celebrant and Tommy from wedding chats.
(53:24):
So yeah, we just, this was like so beautiful and in depth.
interview.
I love it.
Ours is like a lot of shit talking.
I love it.
love it.
It's a lot of, you know, good advice for people as well mixed in with like just friendsbantering the whole time.
But yeah, it's a lot of fun.
So Alter Egos is on all the places where you get podcasts.
Awesome.
Thank you so much for coming on.
Thank you for having me.
(53:44):
Love it.
Bye.
Bye!
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