Lessons Learned Over 35 Years in the Wedding Industry
When I first started in the wedding industry (35 years ago if you can believe!), contracts were still paper-only, marketing was done at wedding shows, and meetings were in-person — Zoom just being a four-letter word.
Fast forward to now, and the wedding landscape has changed dramatically, but the recipe for a successful business remains nearly the same. Longevity in this fast-paced, ever-evolving industry isn’t about resisting change; the most steadfast brands are the ones that consistently adapt.So, let’s unpack how you can future-proof your own business for the long haul.
Work on your business, not just in it
The early years of business are usually about hustling where you can — making sure you’re booked and busy, building a portfolio and website, and saying yes to everything. But any industry veteran will tell you that it’s not sustainable as you grow (and age) without getting burnt out at some point. Learning to scale is crucial, and it starts with assessing your systems.
For example, what tools or tech can streamline your workflow? How are you empowering your team to take ownership? Are your processes client-friendly and efficient?
Optimizing internal structures doesn’t just save time; it helps you deliver a better experience. Adopting easy-to-use payment platforms, collaborative software, and time management apps are just a few ways to help ease the load so you can focus on other things.
Stay fresh, no matter your business’s age
One of the biggest challenges in our industry is that our target demographic doesn’t age with us. We grow older, but we’re typically marketing to couples in their 20s and 30s. That means we have to stay fresh and on-trend at all times.
Embracing short-form video like TikTok and experimenting with new graphics can help you stay visible. Whether it’s hiring someone to manage your content or simply following creators who inspire you, staying relevant starts with being open-minded. Don’t be afraid to stray outside of your comfort zone!
At the same time, don’t throw away what’s working. Your experience, connections, and industry reputation are priceless. Give your brand room to evolve while still sticking to what’s authentically you.
Relationships are the real ROI
Networking can be mutually beneficial, yes, but cultivating relationships within the industry is so much more than “scratch my back, and I’ll scratch yours.” Speaking from experience, some of our biggest opportunities came from the vendor partnerships we’ve nurtured, but it also helped shape a community that I feel proud to be a part of.
Consider dipping your toes in industry groups, associations, or by attending conferences and seeing what other pros like you have to offer. You’ll never regret continuing your education and putting yourself out there!
After 35 years, I’m still learning, still experimenting, and still excited for what’s next. Back then, nobody could have predicted the rise of social media or how it would influence everything from color palettes to entertainment trends. Longevity isn’t about being the most high-end creative on the market — it’s about evolving intentionally, sticking to your values, and committing to your community.
