There are people who love white lace and country clubs. And then there’s Jen Benson.

When Jen set out to plan her own wedding, she knew exactly what she didn’t want. “We didn’t want anything traditional,” she says. “But finding people in the wedding industry who actually understood that was tough. It felt like we were constantly fighting against this rigid, traditional mold.” Where were the weirdos? The offbeat ideas? The weddings that actually looked like the people getting married?

Instead of settling, Jen created something entirely new: Hitched AF, a no-rules, anti-checklist, joy-first wedding planning business for the rebels, romantics, and rule-breakers. “I’m not here to do what’s always been done,” she says. “I’m here to do what feels right.”

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Her own way, from day one

Jen’s own wedding looked nothing like a Pinterest board—and that’s exactly the point. She dragged the most expensive dress she’s ever worn through the streets of downtown Las Vegas. Her guests came in wild outfits, feasted on hot dogs and breakfast food, and kicked off the night with karaoke instead of a slow dance. “Our first song was ‘Love is an Open Door,’” she laughs. “It was perfect. It was the best night of our lives.”

Her world is one of bold colors, playful chaos, and deeply personal choices. “I’ve always been a go-against-the-flow kind of person,” she says. And now, she brings that same energy to every wedding she plans.

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A career that never fit the mold

Before she was a planner, Jen was a high school counselor, then a lobbyist, then a lawyer. “Each time someone asked, ‘What do you want to be when you grow up?’ I had a different answer,” she says. “Not because I didn’t want to do anything—because I wanted to do everything.” She fondly recalls that growing up, she dreamed of dazzling on a Broadway stage or high-kicking as a Rockette.

Eventually, she landed in law school, motivated by a desire to change the system from the inside. “But once I got in, I realized how hard it is to move the machine,” she admits. “It didn’t feel like I was making the difference I thought I would.”

Planning her own wedding changed everything. “It woke up this part of my brain I hadn’t used in years. I realized—this is it. This is what I’ve been chasing.” And looking back, she can see it now: every job she’s ever had involved some element of planning, organizing, and pulling people together to make something special happen.

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Making weddings feel like people

Wedding planning activates both sides of Jen’s brain—the creative and the analytical. A self-professed spreadsheet nerd and vintage treasure hunter, she’s just as happy color-coding a logistics doc as she is styling a tablescape out of flea market finds. “I once spent an entire day driving around town looking for retro suitcases for an aisle installation,” she says. “And honestly? It was one of my most fun workdays ever.”

She’s known to go all in—whether it’s sourcing the perfect vintage salt and pepper shakers or building a floral installation at 3am. And when things go sideways (as they always do), her counseling background kicks in. “There’s something that goes wrong at almost every wedding,” she says. “Being calm, solving problems, and taking care of my couples—that’s my job.” Whether it's a shuttle that never shows, a flower that falls apart, or guests that need wrangling, Jen is the one you want in your corner. And the weddings she creates? They’re as true to her clients as they are unforgettable.

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Start with the couple, not the checklist

Jen’s weddings don’t start with a venue or a moodboard. They start with a question:

“Forget everything you know about weddings. Now, tell me—what do you want?”

“Most people don’t even know how to answer that at first,” she says. “They’ve been so trained to follow a formula. But once they let go, that’s when the magic happens.”

She gravitates toward unconventional venues and offbeat collaborators—people and places that reflect the couple’s true essence, not just industry trends. “I want your wedding to feel like you,” she says. “Not like a styled shoot. Not like a Pinterest board. Like you.”

That means every vendor, every space, every detail is chosen with intention. “When we get it right,” she adds, “it doesn’t just look good—it feels right.”

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Show up as yourself

Since founding Hitched AF, Jen has dropped the “professional work mask” she wore throughout her career in government and law. She shows up exactly as she is: quirky, intuitive, wacky, and wildly good at what she does. “I call myself the ‘wacky aunt’ of weddings,” she laughs. “Part fairy godmother, part rule-breaker.”

Jen is also neurodivergent—and proud of how her ADHD has shaped her approach. “My brain is wired for interest,” she says. “That means I find almost everything about wedding planning activating. I don’t get bored. I stay sharp.” Diagnosed later in life, Jen had to build systems that worked for her brain long before she had language for it. “I’m a master of a spreadsheet,” she grins. “I love a spreadsheet.”

She also finds that her neurodivergent clients often gravitate toward her. "It's important to truly understand the people you're working with and working for," she says. "Relating to them on a personal level can make all the difference. And even if you don’t share the same experience, knowing how people’s brains work and how they approach big projects like weddings is key to offering the right support." That empathy, paired with her systems and creativity, makes Jen a powerful advocate for every client—especially those who’ve felt like they didn’t quite fit the wedding mold.

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Redesigning the industry, one rule at a time

Jen’s mission isn’t just to plan beautiful weddings—it’s to make the industry better.

When I ask about her biggest pet peeve, she doesn’t hesitate: “The extreme genderedness of everything,” she says. “It’s overly heteronormative, and it leaves so many couples—especially queer couples—feeling unseen.”

To help fix that, she co-founded the Queer AF Wedding Expo, a celebratory, inclusive space where queer couples can connect with affirming vendors. Most expos still center the word ‘bride.’ This one starts with champagne and drag performances.

She’s also rethinking what weddings cost—not just in money, but in materials. Her pop-up chapel project offers a more affordable, lower-waste wedding format that still feels special. “Not everyone wants—or can afford—a 200-person wedding,” she says. “But that doesn’t mean they don’t deserve something meaningful and beautiful.” She’s currently working on a relaunch of the pop-up chapel, refined and ready for even greater impact.

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Why follow the rules when you can write your own?

As I wrap up my chat with her, one thing's become clear to me: Jen doesn’t wait for permission.  That's just how she moves through the world. She doesn’t ask whether the industry is ready. She simply builds what she wishes had existed when she was planning her own wedding—and invites others to do the same.

I ask Jen to describe Hitched AF in three words.

She pauses for just a moment, tilts her head, then grins: “Fun, weird, and inclusive.”

At Visualist, we know that running a creative business today means wearing a lot of hats—marketing included.

That’s why we’re building an AI-powered operating system to help wedding pros and other creatives streamline their monetization, design, and client workflows—so they can focus on the work only they can do.

But software is only part of the solution. We also believe in community and conversation. That’s why we launched our Instagram Live series: honest, actionable chats with experts who get what it’s like to build a business today.

Recently, we spoke with Tayler Cusick-Hollman: founder of ENJI, marketing educator, and advocate for doing less, better. ENJI helps small business owners create sustainable marketing plans—no marketing degree (or meltdown) required.

In this conversation, Tayler shared practical guidance on the most pressing challenges we hear from our community—and experience ourselves. She unpacked why marketing feels harder right now, and what to do instead.

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Why marketing feels harder in 2025

Tayler was clear: marketing in 2025 isn't the same as it used to be.

What worked a couple of years ago—posting consistently, writing clever captions, running a quick ad—often doesn’t deliver like it used to.

She described the collective mood as the “melty face emoji 🫠”: that feeling of burnout, confusion, and pivot fatigue many business owners are navigating this year. It’s not your fault. The market is shifting. Algorithms are unpredictable. Buyers are cautious. The answer isn’t more, but different.

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The myth of doing it all

So where does the pressure of doing more come from?

Internal pressure

When things slow down, the instinct is often: “I must not be doing enough.” We pile on new platforms—Pinterest, TikTok, newsletters, YouTube—in the hope that something works. But more often, this just spreads us and our message even thinner.

External pressure

We’re constantly seeing peers and influencers succeeding with totally different strategies. One swears by Reels, another by email, another by paid ads. Tayler put it simply: “That’s how you end up with a marketing plan that’s way too big for one person.”

At Visualist, we see how much time wedding pros spend just managing emails, timelines, and feedback loops—which is why our platform is designed to reduce that load, so your marketing energy goes further.

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What channels actually work in 2025

Tayler’s advice? Go deeper, not wider. Focus on what’s human, not just hype. These three channels are still delivering:

1. Referrals and relationships

This is Tayler’s top-performing marketing strategy—for good reason. Clients, peers, and collaborators hold major influence in a year where trust matters more than ever.

Pro tip: Schedule 20 minutes each month to check in with past clients or vendors. A kind note or coffee invite can go further than any ad.

2. Email marketing

Email is still one of the best ways to build a relationship over time—on your own terms, free from the whims of the algorithm.

We’ve seen how wedding pros use it not just for newsletters, but to streamline proposals and automate check-ins and follow-ups—especially when their tools are all in one place.

Your Instagram grid might catch someone’s attention, but email is where connection deepens. As Tayler put it: “ People need more time to make a decision on whether they're gonna buy from you or book your service."

3. Instagram (with boundaries)

Instagram isn’t dead. But it’s no longer about volume. Tayler recommends treating it as your virtual storefront—somewhere people can check your vibe and decide if you’re a fit.

Mindset shift: Show up for connection, not just conversion.

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Tayler's top tips for creative small business owners

These are the mindset and strategy shifts Tayler encourages all solopreneurs to embrace this year:

Pick 2-3 channels you can commit to

You don’t need to be everywhere. Email + Instagram? Pinterest + referrals? Choose what feels sustainable.

Follow your customers—and what feels good

Find the sweet spot between where your ideal clients spend time and where you actually enjoy showing up. Hate being on camera? Skip YouTube. Try a newsletter.

Invest in long-term trust, not quick hacks

Sustainable businesses are built on relationships, not algorithms.  Marketing helps take someone from not knowing you exist → to getting to know your brand → to trusting and booking you.

Marketing ≠ selling

Good marketing isn't just hard selling. In reality, it's thoughtful, human, and value-driven. “Marketing isn’t just shouting into the void,” Tayler said. “It’s about creating touchpoints that build trust over time.”

This is exactly the kind of long-game thinking we build for at Visualist—where every client interaction, from onboarding to feedback, becomes an opportunity to show up with clarity and consistency.

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Your 2025 sanity checklist

If you’re feeling overwhelmed, start here:

✅ Choose 2-3 channels to focus on

✅ Reconnect with past clients and your referral network

✅ Make email part of your long game

✅ Let go of what isn’t working—or what you hate doing

✅ Remember, it takes time: Connection > Content > Conversion

Want more support like this?

If you want more expert advice on running your creative business—without burning out—join us at @visualist.team for our regular IG Live chats.

Want to tackle your productivity head-on? Visualist helps wedding pros streamline their workflows, reduce busywork, and win back time for what matters most.

When Tahirah Goins-Nall talks about closets, she doesn’t start with fabrics or racks. She talks about archetypes—the boss, the siren, the woman who commands a room before she speaks. To her, a wardrobe isn’t just clothing. It’s a story of power, femininity, and becoming.

From her Los Angeles studio, CLOTHESPETALS, Tahirah helps clients build more than outfits. She helps them script whot hey want to be.

From law track to lookbooks

On our early-morning video call, Tahirah radiates warmth and an almost disarming honesty. She’s quick to laugh, quicker to reflect, and her sentences often turn into mantras—short lines that sound like they should be pinned to a mirror.

Her story begins in college. She was on the pre-law track, grinding through classes and casework, when she picked up a job at Trunk Club. The role was modest—assisting stylists, organizing shows, welcoming designers passing through—but the experience lit a fire.

“It was a lot of fun, a great energy, a great space,” she recalls, smiling as though the memory is still alive in her body.

She started a blog in 2018 to capture that bespoke world, documenting the rhythm of fittings and the electricity of transformation. The writing became her creative outlet, even as she pressed forward on her law studies. But corporate life quickly wore her down. Burnout hit hard.

“I can’t sit still,” she admits. Instead of retreating, she leaned into the blog, taking it seriously for the first time. The leap into styling full-time wasn’t neat or planned—it was a decision made in the middle of exhaustion, fueled by instinct and ambition.

That instinct gave birth to CLOTHESPETALS.

Naming a studio, naming a vision

When I ask about the brand’s name, her whole face lights up. It came from her younger sister, who remembered Tahirah’s favorite Dior quote: “Next to women, flowers are the most divine creations.”

“The moment I heard it,” she says, “I knew.” The name is a philosophy. A reminder that clothes, like flowers, can be both delicate and commanding. CLOTHESPETALS became a vessel for her belief that style is intentional, powerful, and deeply personal.

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Learning not to follow

Like many new entrepreneurs, Tahirah admits she stumbled at the beginning. “It’s easy to get caught up in trends,” she says, “to mimic what other stylists are doing instead of carving your own lane.”

She pauses, then adds with conviction: “Entrepreneurship, for me, is about trust. There’s no single right way—only your way, and the risks you’re willing to take to follow it.”

It’s a line that captures her approach to both styling and business: clarity, conviction, and the refusal to dilute her vision.

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Fashion as storytelling

For Tahirah, styling is inseparable from storytelling. Every aesthetic is a narrative, every outfit a declaration. Clothes dictate not just how others see you, but how you choose to see yourself.

“Dress the part you want, not the part you have,” she tells me. The line drops like a challenge, equal parts encouragement and provocation.

 She loves to play with archetypes: the boss, the vixen, the wealthy woman who signals her success before she ever speaks. It might sound theatrical, but for Tahirah, it’s practical magic.

“I think the storytelling in fashion is the narrative you’re curating when you get dressed,” she says. “Celebrities do it all the time. Why can’t we?”

Her favorite moments aren’t magazine spreads or red carpets. They’re quiet texts from clients—women who never considered themselves fashionable—telling her how different they felt at an event. “They’ll say, I’ve never had so many compliments, and I’ll just start crying.”

She leans into the intimacy of those moments. “It’s not about changing who they are,” she says. “It’s about showing them a version of themselves they didn’t know was possible.”

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Taste, not time

Tahirah is quick to draw a boundary. “My job as a stylist is not to sell you on anything. My job is to put pieces together,” she explains. “To clean out your closet, take your measurements, know where to shop. But the real service? It’s taste. My perspective, my eye—that’s what makes it yours.”

The reminder is sharp, especially for boutique pros who know the struggle of explaining their value. Clients don’t buy hours. They buy taste, distilled into a service only you can deliver.

And on pricing, she doesn’t equivocate. She firmly believes that no stylist should ever downgrade their prices to meet people. “They’re paying for a unique service only you can provide.”

The signature lookbook

Every client engagement begins the same way: with a lookbook. It’s Tahirah’s signature, the cornerstone of her process.

“The lookbook is where it all begins,” Tahirah says. “It’s how I get to understand your aesthetic. Who do you want to look like—just for this day, or for your whole lifestyle?”

Think of it as an aesthetic guide—curated outfits, styling tips, and a visual narrative that cements the vision. “That’s the fun part for me because everything else flows from that,” she says. “The shopping, the fittings, the hair, the makeup—it all starts with the story.”

Her packages vary in length, but the goal is consistent: help busy women reclaim their time and power through the art of dressing well.

Tahirah's offerings also includes bridal styling, a niche she's proud to explore. She’s styled brides with as little as three months to prepare, but believes nine months is the sweet spot. It’s long enough to cover engagement shoots, fittings, and the wedding day itself—without losing the sense of fun. The weight of the occasion is immense, but she refuses to let it overwhelm them. “So many brides are trying to appease everyone else,” she says. “My job is to re-anchor them: what do you want?”

It’s a deceptively simple question, but one she asks again and again.

When the closet fights back

When it comes to working with clients, Tahirah finds herself wearing many different hats. “You have to be able to adjust as a stylist,” she said thoughtfully. “You’re half-therapist, half-best friend, half-stylist, half-fashion expert,” she says with a laugh.

Not every session is glamorous. Sometimes it’s messy, intimate, and stubborn. She recalls a client with a mountain of sweaters. “She had so many sweaters. I told her we were going to have to get rid of some of them,” Tahirah says, laughing. “But the sentimental value was so strong. She couldn’t do it.” Instead of pushing, she pivoted. They negotiated. A few sweaters stayed. Others went.

“I had my system,” she says, “but ultimately, if you don’t leave feeling good, I’ve done something wrong. So yes—I let her keep more than I planned.” With a thoughtful yet resolute look, she explains that her goal is to "slow-pitch" people into seeing themselves in a new light. Sometimes it takes longer—but it lasts.

The House of Intentional Style

CLOTHESPETALS carries a subtitle: ‘The House of Intentional Style’—a reminder that every morning and night are rituals of self-definition. For her, getting dressed is less about clothes and more about deciding how you want to experience the world.

She wants clients to be thinking about what each outfit they choose says, and what vision they’re manifesting through it. “Ultimately,” she said, “the moments that you spend just with yourself are the most important, and that's how you really curate and set the tone for your day and for the next one.”

It’s important to her that the people she styles are “mindful in the moment” that they’re getting dressed and “dictating how they want to experience the world.” Every garment must earn its place in the closet. Every choice dictates not just what you look like, but how you move through the world. It’s styling as mindfulness, and wardrobes as philosophy.

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Becoming

When I ask Tahirah about the biggest challenge she’s faced, she takes a long pause. This isn’t a question she answers lightly.

“For me, it’s the redirections,” she says finally. And then adds, “it's learning that they’ve happened for a reason. I think there are so many reasons why you actually don’t want things to go your way at certain points."

To Tahirah, entrepreneurship isn’t about following a straight line—it’s about the detours, the stops and starts, and the lessons tucked into each one.

She names the challenges candidly:

• Autonomy. Making her own schedule, and then learning how to live with it.
• Setbacks. Accepting them as lessons instead of failures.
• Self-management. Figuring out how not to burn out.
• Joy. Remembering why she loves this work, even on the most difficult days.

“I think the act of becoming is really what this journey of entrepreneurship is.”

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Learning to celebrate

After such a heavy conversation, I ask her about her proudest moment. To my surprise, she looks more stumped than before.

She admits that celebration doesn’t come naturally. “I’ll look at my list, and even if I’ve checked off four things, it never feels done because it’s always growing,” she says. “I have to remind myself that it’s okay to pause.”

So she’s been teaching herself the art of acknowledgment. “I’ll buy myself a bottle of champagne for a client,” she says, grinning, “or I’ll take myself out for a coffee when I feel like I’ve done the content I want to do. Intentional things to celebrate—that’s what I’ve been working on. Because I don’t do it enough.”

When pressed for her proudest single achievement, she shakes her head. “I don’t think I’ve reached it yet.” Instead, she savors the everyday wins: afternoons sitting in her yard, evenings catching up on reality TV, weekends with her family, the flow of styling sessions with clients.

“I love to adventure,” she says, smiling now. “I love trying new places to eat. Rooftops at night. A fire pit, a view, music, good conversation. I love a vibe. I love an aesthetic.”

It’s the kind of answer that tells you her proudest moments are less about milestones and more about atmosphere—about creating a life she actually enjoys living.

Built-in inspiration

When I ask who inspires her, Tahirah names a few stylists before landing, unavoidably, on her parents. Both entrepreneurs, both lovers of fashion, both raising three daughters while building businesses of their own.

“The way they were intentional about prioritizing us, even though they must have been so busy—that’s what I want to emulate,” she says. The family remains close-knit, something she likens to a built-in support system, always there, always grounding.

Advice to stylists starting out

Her message to other stylists is blunt, and she doesn’t hesitate: “Know your worth. Don’t be afraid.”

She explains that pricing is not about industry averages or external validation—it’s about what feels right to the individual. “Only you know what price is right for your services. Don’t ever sell yourself short.”

She often recommends a book to those wrestling with value: We Should All Be Millionaires by Rachel Rodgers. It’s part mindset shift, part practical guide—a reminder, she says, that the permission to value your work has to come from within.

For those not yet ready to make the leap? Her advice is simple: start anyway. “I used to think there were ordered steps you had to follow,” she admits. “But you don’t. You just start. Take the leap. Celebrate as you go.”

Looking towards the future

Tahirah doesn’t measure success in trends, quick wins, or follower counts. Her vision is quieter, sharper, more enduring:

Every closet should only hold pieces you love. Every outfit should remind you of who you are—and who you’re becoming.

That belief—part wardrobe, part philosophy—is what makes CLOTHESPETALS her true House of Intentional Style.

Pretty pictures, hidden pain

You see another group email in your inbox, and you have to take a deep breath. When you looked at the photos from the styled shoot you did a month ago, your work wasn't even visible. Your favorite photos look the exact same as another photographer's. The magazine you were aiming to get published in decided not to pick up the shoot.

Portfolio work promises exposure, collaboration, and beautiful content. But for many creatives, it also comes with hidden emotional costs—ones that don’t show up in the photos, but leave a lasting mark behind the scenes.

While, as a creative, you always need to consider the fiscal costs of your work, sometimes the emotional cost isn't top of mind. The emotional cost is what lingers, though. Every shoot day, creatives are secretly struggling with factors that are tarnishing their mindset:

• The frustration of wasting time for potentially little gain
• That unspoken sense of competition between vendors
• Knowing their worth, even when things go wrong

With the emotional weight of portfolio work heavy on the minds of creatives, the question becomes clear: when are the emotional costs too expensive, and when are they worth the price?

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The hidden toll of "just one more shoot"

Styled shoots often leave creatives asking: what’s the point? No matter how much work you put into portfolio work, some of it is bound to end with you, head in hands, coping with the frustration of things not working out the way you wanted. These are the instances where portfolio work can feel performative, not productive.

Ronak Kadhi, founder of Bundled Design, knows this dilemma well—having done shoots that helped, and others that didn’t pay off:

"I’ve been part of styled shoots—some that helped, some I probably shouldn’t have said yes to. It doesn’t always make sense. If there’s no clear purpose, or everyone’s just throwing together pretty things with no shared direction, you end up with images that look good but don’t do anything for your business. The hidden costs are mostly your time and energy. It’s not just the day of the shoot—it’s planning, back-and-forth with the team, editing, and sometimes even chasing credit when your work gets shared. There’s also the mental cost of doing all that work and realizing it didn’t really go anywhere."

The shoot day is just the beginning. The emotional labor starts long before, and often lingers after. Many styled shoots are done with the intention of being published, and the organizer of the shoot often works hard to pitch the work to aligning magazines and bridal sites. Sometimes getting published can feel like a game, and not a fun one. With the fate of your shoot in someone else's hands for judgement, you are left with the anxiety that your work may not reach who you wanted after all.

Even when your work does get published, of which there's no guarantee, you then have to deal with the mentally draining hassle of receiving the proper credit. In an Instagram post created by wedding business coach Manda Worthington, she found that some wedding publications are failing to credit the entire team on a styled shoot, crediting only the photographer whose photos are published. It's emotionally draining, after working on a shoot and waiting for it to be picked up, to not even reap the benefits of your hard work.

You may not be the only creative of your niche on the shoot, either. Sometimes, portfolio work can accidentally lead to a sense of competition, an unspoken conflict while trying to work with others and build relationships.

"Purchasing tickets to pre-planned shoots means you have less creative control and have to usually 'fight' with multiple other photographers to shoot," said Connecticut-based photographer Kari Bjorn. "Taking part in a pre-planned shoot also means you'll have images that many other photographers will also have in their portfolio and on Instagram. If you're looking to book weddings, brides and grooms will potentially get confused if they see the same couple and same set ups across multiple photography websites and portfolios."

The possibility of the bride and groom's confusion over styled shoots unlocks another cost of portfolio work: the hard conversations. You know they're necessary, but you hate them anyway. The thing about portfolio work is that it's perfect. Great, right? Of course you love having perfectly styled pieces across your portfolio, but that's just the problem. During a real wedding, the couple's day is, by nature, perfectly imperfect.

That means you need to have the styled shoot conversation; a lot of things that are possible with an unlimited time frame, the perfect setup and professional models aren't necessarily easy to recreate during the hectic reality of a wedding day. Having to tell clients that what they want, and possibly what is on your portfolio, is actually not possible for them is a hard, emotional task.

Perhaps the worst emotional cost of all, though, is working incredibly hard on portfolio work only for it to go completely unappreciated. Not only have you missed out on the promotion of the shoot itself, you're forced to cope with feeling unseen by fellow creatives.

"I have participated in a styled shoot where items I donated were lost in the flurry of the shoot and not ultimately photographed, which was a huge disappointment given I spent my own money printing them," one NY-based stationery designer told Visualist. The hidden cost here, as it turned out, became the emotional experience of losing the entire project. "I think [it] comes down to not only the obvious printing costs, shipping costs, etc., but also the value of your time. Designing custom artwork, assembling suites, adding calligraphy to menus… don’t discount that your time is money, too."

Even when things happen unintentionally, mistakes like this one can easily reinforce other ideas that creatives often struggle with, including imposter syndrome and negative self-worth. Each bad experience with portfolio work makes wedding professionals less and less likely to participate again, dimming the potential for them to find the right fit.

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How to make portfolio work worth it

The hidden costs of portfolio work are real, but they're costs that a lot of creatives are willing to pay. When you do decide to participate in portfolio work, the important thing becomes knowing how to overcome and even mitigate these costs. The key factor? Go in with intention. Knowing what you want out of a shoot, who you want to be doing it with, and why you want it makes all the difference.

For some creatives, including Bjorn, the answer to mitigating worries about individuality and creative control became planning their own styled work:

"Planning it yourself, with a local wedding planner or florist, for example, ensures you'll be the only one showing images from the day. It gives you nearly full creative control," he said. "2 years ago, I got in touch with the owners of a venue that was being built and scheduled a styled shoot shortly after they opened and had their first booked wedding. I booked the models and planned the decor with a local planner and florist. I used the shoot to network with the venue owners and was immediately put on their preferred vendor list (which was empty at the time) and booked 4 weddings that year at the venue. The blog post I created from the styled shoot ranked number two on Google after the venue's own website and brought me 2-3 organic clicks a day until I moved out of the area."

Networking with industry players, like a newly opened venue, turns a styled shoot into a great way to get ahead. By planning it yourself, you can maintain creative control and only work with vendors who clearly align with your aesthetics and goals.  

For those who may feel overwhelmed or uninterested in planning your own styled shoot- because it can be a lot of work- it's still important to prioritize yourself over making other vendors happy. If you don't know or don't trust someone else with your work for a shoot, say no. In situations where being taken advantage of is a real risk, make sure you're handing your time over to somebody you can trust.

"In my experience, it is challenging to know how invested each vendor is in a styled shoot unless you already know them. I have been given the advice by other stationers I respect to only do shoots with planners I know and trust, as they are typically the "project manager" and drive the expectations set to the team at large," the stationery designer added.

But after an experience as negative as having your work lost, the most important factor contributing to whether or not to do a styled shoot is the why. Having a clear purpose, and understanding how that purpose is going to further your growth and your business, is how you figure out what to even consider participating in.

"Styled shoots serve many business purposes, and I think you can craft your goals with different lenses," she said. "For example, is it about pushing yourself to try a new aesthetic, or a new printing method? Is it about getting connected to other vendors, or showcasing your work in a target venue/geography? Lastly, maybe it's about social media or the outcomes of the shoot... Any of these are valid reasons to participate, but understanding "the why" upfront, like in any business decision, is important."

Styled shoots can be valuable, but only if they move your brand forward. If they drain your time, damage your confidence, or leave you feeling unseen, it’s okay to walk away. The “why” behind the work should always be clear—and it should always be yours.

Show your hand? Why AI transparency matters

AI is no longer just a tool—it’s becoming a collaborator. But should clients know when it's in the room? As AI quietly enters creative workflows, boutique businesses are facing a new challenge: where to draw the line between automation and authorship.

For some, transparency has become a differentiator—building trust by showing how AI enhances, rather than replaces, the human touch.

The real question isn’t whether to use AI—it’s whether to show your hand. And for boutique businesses built on taste and trust, that choice could reshape the client relationship.

What does "AI transparency" really mean?

Transparency means keeping clients informed about the AI tools shaping their final product—even the ones operating backstage. AI is increasingly acting as an "invisible team member," assisting with brainstorming, editing, and generating initial concepts. But when should businesses disclose its involvement?

This is just one of the many questions swirling around the creative industry since tools like ChatGPT proved that generative AI can brainstorm ideas, craft copy, design visuals, and even mimic human creativity. It’s both exciting and a little unsettling, challenging how we define originality and product value in the industry.

What's at stake: trust, pricing, and positioning

Disclosing AI use raises key concerns for business owners:

• Client trust: Will transparency strengthen confidence or make clients question creative expertise?
• Pricing strategy: If AI streamlines work processes, will clients expect lower prices?
• Competitive edge: Can AI disclosure position a business as an innovator without diminishing its creative integrity?

We spoke with industry leaders about navigating the ethics and advantages of honesty.

When honesty becomes a superpower

Ozge Fettahlioglu of Cocoplum in Sydney has found that openness about AI in her interior design business has enhanced client relationships:

"Many clients are fascinated by the idea of a digital “co-designer,” especially if it speeds up iterations or broadens creative options. Being transparent shows I’m not hiding anything behind the curtain, which builds trust and positions my brand as both innovative and authentic."

Fettahlioglu's experience challenges the assumption that AI disclosure necessarily devalues creative work:

"It hasn’t led to any price cuts. I charge based on the end value I deliver—creativity, craftsmanship, and results—not whether I use a digital tool to streamline some steps. If anything, AI can heighten the perceived value because clients know they’re getting a more thorough creative exploration." - Ozge Fettahlioglu, Cocoplum

Being upfront about AI use builds credibility—especially when you frame it as a creative advantage, not a shortcut. Transparency doesn’t diminish your value, but can reinforce it. In an AI-saturated landscape, showing how you work becomes part of what clients buy.

Transparency takes communication, not just disclosure

Ensuring clients understand the tech behind the craft is Deepak Shukla's aim as founder of Wedding Chiefs:

"We communicate our AI use through initial consultations, offering clients a clear walk through of tools like predictive planning algorithms and mood boards. Clients receive live demos and FAQs to understand how AI streamlines logistics, letting us focus on creativity and emotional nuances." - Deepak Shukla, Wedding Chiefs

When keeping AI behind the curtain works better

But not every boutique professional is eager to bring AI into the spotlight. Robin Burrill, of Signature Home Services, draws a firm boundary between back-office automation and the creative core of her work.

"I don't use AI in my business for design-related creative purposes. The technology is incredible, but it does not reflect lifestyle or spatial usage in any real way. The spaces created are...well, impractical! And they have the kinds of flaws that homeowners would NEVER catch just by looking at a photo."

She also highlights that for some creatives, communicating AI use can influence clients to devalue a product, even if the idea remains wholly human:

"It's essential for homeowners to understand how much goes into designing a functional space and not just one with beautiful furniture and finishes. AI can’t handle interior design beyond the superficial." - Robin Burrill, Signature Home Services, Texas

Clients are catching on—and catching up

Bridgette Ford, Founder & Design Director of ARCHINTERIORS Design Studio, counters this idea, speaking on the increasing acceptance of AI inclusion she's experienced:

"I have noticed a huge shift, with clients requesting AI 3D render our designs instead of in-house detailed 3D rendering. We don't offer AI 3D services as the technology just isn't quite there yet to show our clients realistic 3D renders, and we want to manage their expectations of what the final product will realistically look like."

She sees the industry moving towards greater openness in the future:

"I see AI disclosure changing the way creatives prepare and present their work to clients. Although I see AI being a part of the designer's toolkit, I anticipate design firms advertising that their work is 'designed by humans, for humans', with part assistance of AI, and not the other way around." Brigette Ford, ARCHINTERIORS Design Studio

From invisible to inevitable

Whilst it's clear that AI is becoming a bigger part of the creative industry, with that comes new rules and guidelines. Boutique businesses must keep up with shifting regulations, especially around copyright, client disclosures, and the ethical use of these tools. By being open with clients about the tools they use and how they contribute to the final product, creatives can build stronger relationships and stand out in a competitive market. Combining technology with a personal touch offers something unique—and that’s something clients value.

AI isn’t going away—and neither is the question of how visible it should be. Boutique businesses that treat AI as a strategic partner, not a hidden shortcut, can position themselves as both innovative and trustworthy. In a sea of sameness, showing your process may be what truly sets you apart.

Social strategy isn't just for the big guys

Big brands chase virality. Boutique businesses build loyalty. For interior designers, stylists, and planners, success on social media isn’t about reach—it’s about resonance. The smartest creatives aren’t following trends; they’re crafting distinctive voices, showing the real work, and building a client base that sees the value in their vision.

Here's why having a strong social media strategy is important:

• Keeps the brand authentic: Showcase your unique brand to find like-minded clients.
• Displays the process: Behind the scenes experiences show followers the brand's true identity.  
• Keeps followers engaged: Keeping followers engaged trumps increasing follower count any day.

Social media, done right, lets boutique businesses show their process, connect with aligned clients, and grow without selling out.

But what is the "right way" for a small design business to use social media? Visualist asked experts who are mastering how boutique businesses grow online.

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Don't let trends hijack your brand

Social media trends are like fashion: they're always changing. Maximalist decor might turn your feed into a rainbow one week, only to be replaced by minimalist neutrals the next.  And for designers who create a brand out of their own individual style, the chances of their niche matching up to the current trend are slim to none.

Reinventing your aesthetic every time the algorithm shifts? It’s a costly indulgence that rarely pays off for boutique brands. According to Forbes, companies spend about 10% of their marketing budget on the cost of rebranding, and 74% of the S&P 100 companies have rebranded their businesses within the first 7 years of operating. Small businesses aren't afforded the same ability to participate in partial rebranding or brand refreshing to move with trends; the budget needs to be allocated elsewhere.

Trend-chasing erodes the one thing small businesses can’t afford to lose: identity. Without it, your brand starts blending into the scroll.

Clients looking to invest in your work, though, are rarely making the leap based on trend. Using social media to establish a personal and recognizable style creates a more lasting impression on your audience; there is nothing better for a brand than staying true to itself.

"For small business owners in the interior design space, social media isn’t just a marketing tool, it’s their digital storefront, portfolio, and client magnet all in one. More significant than posting gorgeous photos is creating a compelling brand experience. Rather than riding trends, small business owners who succeed on social media platforms such as Instagram, TikTok, and Pinterest do so by being true to their own aesthetic voice. The most successful designers give followers a personal insight into their process of thinking, inspirations, and ways of solving problems by sharing the story behind each project alongside presenting their work."

- Maggie Swift, co-founder and CEO of Unframed Digital and strategy builder for interior businesses.

Process over polish

To continue building brand identity, give the social media audience a more exclusive experience; after all, a brand is much bigger than a portfolio. While before and after posts are a great way to showcase your work, giving followers a look inside the production allows them to get to know the people behind the camera.

Small businesses are in a unique situation: the work we do is fluid. In boutique businesses, everyone wears multiple hats—which makes authenticity easy to show, and impossible to fake; when followers are consuming content, they have a front row seat to the true action. That display room that you posted on Instagram this week? The entire team had a hand in putting it together; show that! Most big firms can't say the same.

 "My Facebook and Instagram accounts are essential for showcasing my design makeovers, generating interest among potential clients, and establishing my brand's distinctive voice. The key to successful social media marketing for design is consistency and authenticity. I don't simply post images of what I am doing, but I post a narrative of what the space can become. My followers aren't looking at a renovated room; they are looking at the transformation process, which builds credibility and makes me an authority in my field."

- Jessica Wright, owner of Cash For Houses Tennessee and specialist in interior design, renovations and gardens.

"For interior designers, social media is a great way to communicate your brand's ethos and style. It's essential to show the "why" behind your design choices, not just the final product. For example, on our Instagram feed, we often highlight the sustainable materials we use in our products and how they contribute to a greener lifestyle. This approach helps us connect with our audience on a deeper level, building trust over time. Don’t just post content. Encourage conversations, ask questions, and share design tips."

- Jehann Biggs, owner of In2Green and expert in luxury home accessories.

Loyalty > likes

For boutique businesses, 10 deeply engaged clients matter more than 10,000 passive followers. That’s why the smartest designers, stylists, and planners know to ditch vanity metrics in favor of deeper interactions. Engagement—not follower count—is the real currency of success on social media platforms like Instagram, TikTok and Pinterest.

While large firms worry about drawing in new followers, businesses looking to stay small don't need to pay much mind to that number. Rather, look for engagement rate, click-through rate, and conversion rate. A large number of followers doesn't matter if they aren't actually paying attention; focus on increasing the number of times people see content and click the link in your bio instead. Take it one step further: how often is someone seeing your content and taking the desired action? As opposed to vanity metrics, engagement provides a measure for success that is friendly to boutique businesses.

"A key lesson? Consistency and authenticity matter more than follower count. Small businesses thrive on building trust, and showcasing personality—whether through Instagram Stories, Reels, or even LinkedIn case studies—helps establish a strong brand voice. Additionally, leveraging user-generated content, such as client testimonials and project progress updates, creates social proof that attracts new leads. For interior designers looking to grow on social media, the formula is simple: high-quality imagery, compelling storytelling, and active audience engagement. Those elements turn social media from a portfolio into a client-generating machine."

- Kaz Marzo, Operations Manager of Image Acquire and visual storyteller through photography.

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Keep it small; keep it smart.

There’s no one-size-fits-all approach to social media—especially not for boutique brands. And that’s a good thing.

Trying to compete with firms that have 500,000 followers is a losing game. But boutique businesses don’t need mass appeal—they need the right clients. And they already have what the algorithm can’t fake: authenticity. That’s your edge. Use it.

Whether you're showcasing the process, highlighting what sets you apart, or just staying consistent in your visual voice, social media can be a powerful tool—not for scaling bigger, but for scaling smarter.

Staying small means staying true to your brand. And in a sea of sameness, that’s what makes you unforgettable.

The boutique professional's pricing conundrum

You've just sent a quote—but the hard part isn't over. You already feel bad about the price, even though you've undercharged. You add in a few extras, "just to be nice". The client happily agrees, but instead of relief, all you feel is dread. You'll work 15 hours, earn less than minimum wage, and chalk it up as a win. Welcome to the pricing guilt cycle.

What if I'm undervaluing my work? What if clients think my prices are too high? What if I misjudged the time and effort I need to put into this project, and what if my prices reflect that? Despite professional success, it is very common for boutique business owners to struggle when it comes to pricing their businesses; the phenomenon is known as "pricing guilt."

Have you ever wondered why, when raise your prices by $50, you immediately feel like you’re committing fraud? Pricing guilt is what happens when you care too much—about being liked, about being "accessible", about not seeming greedy— it stems from worries about overpricing and taking advantage of customers for financial gain, however irrational they may be.

The feeling tends to have real effects on the way boutique businesses price their services, leading to internal pricing barriers. Factors including imposter syndrome, lack of information, and client perception all contribute, and breaking down these barriers is essential to overcoming pricing guilt.

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When creativity meets doubt: overcoming imposter syndrome

Creatives are constantly fighting a mental battle: no matter how hard you work, your prices may never feel 'valid' enough.

According to the Oxford English Dictionary, imposter syndrome is defined as “the persistent inability to believe that one's success is deserved or has been legitimately achieved as a result of one's own efforts or skills.”

The beast thrives in environments focused on achievement and success, causing it to be common among entrepreneurs who are managing expectations and holding themselves to high standards. Among those affected by the condition, women experience feelings of imposter syndrome at disproportionate rates to men; a study conducted by KPMG found that 75% of female executives across all industries have felt strong feelings of imposter syndrome at some point in their careers.

This number is especially relevant in the creative sphere, where women make up the majority of relevant industries. A sample conducted by IBTM found that almost 77% of the event planning industry professionals are women. Interior design numbers hover around 70%, and the personal styling percentage is believed to be even higher. With imposter syndrome proven to be affecting professionals, especially women, pricing guilt is a relevant issue in creative industries.

"The main reason this happens is due to cognitive dissonance... If deep down, someone believes, 'I’m not as good as people think,' but they are still being hired and praised, their brain struggles to reconcile the gap," said Dr. Ann Monis, a practicing clinical and forensic psychologist. "To resolve this conflict, many subconsciously adjust their actions to match their doubts, often by charging less. Lowering prices reinforces the belief that they are not truly an expert, making it feel less like they are deceiving others."

The evidence is clear; say, for example, someone is looking into a personal stylist. Instead of charging your client $100 for a consultation, you give away your time for free. Looking at the consultation and wardrobe refresh as a consumer, they may think the prices are a steal. That's because they are. Instead of feeling elated when they purchase your services, do you feel something closer to relief? The mindset, no matter how untrue, is that someone is taking a chance on you and that your price should reflect their generosity.

One discovery from the UK Office for National Statistics even found that women carry out an overall average of 60% more unpaid work than men, solidifying that women are undervaluing themselves and their own work. Especially in the creative industry, where women make up such a large percentage, applying this statistic feels jarring.

But how do creatives overcome imposter syndrome? Dr. Savana Howe, founder of Dr. Howe Psychology, suggests taking these proactive steps:

Establish facts from feelings: "Just because you feel like an imposter doesn’t mean you are one. Keep track of client testimonials, successful projects, and moments when you nailed it. Proof is powerful."

Set prices based on results: "Think about the value you bring. Does your work help clients grow their brand, feel more confident, or simplify their lives? That’s worth something—charge for it."

Practice giving quotes: "If quoting your price makes you nervous, rehearse it until it feels natural. Confidence is contagious—when you own your worth, clients pick up on that."

Reframe rejection: "Not everyone will be able to afford you, and that’s okay. It doesn’t mean you’re too expensive—it means they’re not your ideal client."

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Price smarter, not harder: knowledge is key

Have you ever felt like you don't even know where to start? Another factor contributing to pricing issues is a lack of information on how to properly price a product or service. Different boutique businesses come with different goals, and there's no one-size-fits-all pricing model.

"I remember mentoring a talented interior designer who decorated an entire boutique hotel for the price of a mid-range sofa. She loved the project but was constantly stressed, underpaid, and overlooked," said Carla Niña Pornelos, general manager of contemporary art platform Wardnasse. "Many creatives are misinformed about pricing, assuming affordability equals accessibility. In truth, confident pricing signals professionalism. As someone who works closely with artists and design professionals, I’ve seen time and again how strategic pricing elevates your brand and invites better opportunities."

Cost miscalculation is dangerous; even with strong sales, businesses will struggle to meet the goals they've set for profit margin, and they may experience losses. Without effectively understanding profit, cost and turnover, boutique business owners can't effectively plan the financial stability of the company.

Luckily, there are plenty of resources aiming to help boutique business owners price their businesses. Investing in a pricing strategist or consultant, for example, takes some of the pressure off of the business owner.

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"By analyzing market trends, competitor positioning, and customer behavior, a strategist ensures pricing aligns with business goals while maximizing margins," said Anupa Rongala, CEO of Invensis Technologies. "The right pricing strategy is not just about charging more, it's about aligning price with value, creating sustainable growth, and building a brand that customers trust."

Matt Little, founder and managing director of Festoon House, a brand specializing in outdoor lighting, invested in a pricing strategist early on.

"For us, the biggest benefit was understanding our value proposition. The strategist helped us understand how to price our products to reflect the quality and longevity of our lights, while also remaining competitive," he said. "Another huge advantage was navigating the competitive landscape. The strategist helped us identify our ideal customer and fine-tune our pricing to appeal to that specific segment, allowing us to stand out from the mass-market retailers."

Whether your unique solution is investing in a strategist or conducting your own research, understanding the costs and benefits of different pricing models is essential to pricing a business.

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Cracking the client code: understanding their mindset

A potential client who sees that your prices are on the floor? They aren't getting excited, they're getting concerned.

While setting prices too low is common in the creative industry, the benefits are few and far between. To begin, the practice often has the opposite psychological affect on clients than intended. Instead of becoming more drawn to a business' product or service, clients often see too-low pricing as a sign of low quality work.

Undervaluing your work is also ineffective for building client loyalty. Although low prices may initially attract some customers, they will go elsewhere when lower prices become available. Instead of focusing on the lowest possible prices, small businesses need to focus on properly identifying the target audience and creating effective retainment strategies (Cant & Mpolokeng Sephapo, 2016).

"Raising prices wasn’t just about income; it was about alignment. Underpricing attracted clients who micromanaged, negotiated every detail, and treated [my mentee] as a service provider rather than a creative partner," Carla added. "But once she charged her worth, her client base shifted to thoughtful, design-savvy individuals who understood the value of her work. It was eye-opening to realize that “affordable” wasn’t generous—it was a disservice to both her and her clients... When she finally doubled her rates, something unexpected happened—she started getting inquiries from clients who valued her creativity, trusted her expertise, and respected her time."

Therefore, when creatives set lower prices, it needs to be a completely personal decision. Instead of worrying about what clients will do with lower prices, think about how the business would benefit or detriment from their implementation.

In a journal article published in the University of California Press, successful freelancer Suzy Bills and Aaron Ostler had this to say about low rates:

“If you’ll personally benefit, the lower rate might be okay; otherwise, you’ll simply be giving a discount, which I don’t recommend doing. The problem with giving discounts is that you’re setting the precedent that you’re willing to work for less. The individual may then expect to get a discount on a future project or might tell others that you’ll give discounts when pressed. Giving discounts also suggests that your services aren’t as valuable as your standard rate indicates, since you’re willing to lower it” (Bills & Ostler, 2021).

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From strategy to success: put pricing into practice

Now that we've covered the factors and considerations of pricing guilt, the hardest question is among us: how should boutique business owners price your businesses?

Despite what feels like an overwhelming number of options, most businesses take the approach of either pricing per hour or pricing per project. For those having trouble deciding which would be better, Visualist explains the pros and cons of each option here.

No matter which pricing method business owners lean towards, keeping in mind the signs of pricing guilt and being aware of how to combat it are key to a successful business model; if you're ever struggling, just remember these affirmations:

Pricing guilt is psychological: The first step to overcoming pricing guilt is understanding its nature. While your feelings are valid, they do not reflect the true value of your work.

Information is power: Calculating your perfect price is a science, and it's one that you will master with time if you haven't already. Understanding your value combats the psychological feelings of guilt.

Clients recognize good work: Never be afraid to charge what you're worth. The right clients can recognize the incredible output they're paying for.

Without undervaluing their work, the sky is the limit for creatives. If you're booked, you're in demand. If you're in demand, your pricing should reflect that.

The 'Wedding Pros who are ready to grow' podcast by Becca Pountney is packed with practical tips for wedding planners at all levels. A special episode, recorded in October 2024 at London’s Biltmore Hotel, marked the 134th installment—and Visualist was there for its first-ever live podcast recording.

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What this recap covers

• How to communicate and set clear expectations with clients
• Ways to keep clients engaged and updated on your business
• How to prompt client reviews—without making it awkward
• Strategies for landing and staying on preferred supplier lists
• Attracting US clients to the UK wedding market
• Letting go of the pursuit of perfection
• The importance of showing up as your authentic self

The experts

Becca took the stage as a panelist alongside renowned US wedding experts Renée Dalo and Leah Weinberg. Alison Hargreaves, founder of Guides for Brides, hosted the discussion on wedding industry trends and challenges.

• Renée Dalo is a Los Angeles-based wedding planner with 13 years of experience and a direct, no-nonsense approach. She’s the founder of Moxie Bright Events and the host of Talk with Renée Dalo.
• Leah Weinberg is a New York attorney and co-founder of Oduberg Law LLP. A former wedding planner, she now helps planners navigate legal challenges.
• Becca Pountney is one of the UK’s top wedding industry marketing experts, dedicated to helping businesses grow since 2016.
• Alison Hargreaves is a leading UK wedding industry expert with a passion for data. She studies wedding trends and travels globally to share insights.

What's trending, and the importance of setting expectations

The panel kicked off by discussing current industry trends.

Renée: In LA, weddings are embracing a retro aesthetic—think bold shag carpets and '70s color palettes of oranges and browns.

Becca: Couples today value transparency and quick communication, expecting service at the speed of brands like Uber and Amazon. She also urged planners to explore TikTok—not necessarily for dancing, but to stay informed on trends.

Leah: From a legal perspective, unclear expectations are a major issue. "Clients expect a Pinterest board-turned-reality," she noted. The solution? Set realistic expectations early. If a couple’s vision exceeds their budget, have that conversation upfront—it saves headaches later.

Time to ban "newsletters"

Fret not—it isn't what you think!

Sending emails can feel daunting. Too many? Not enough? Are they even being read? Becca’s advice: ban the word "newsletter."

People don’t want company updates—they want value. Instead of a generic newsletter, try:

• A quiz
• A quick-tip video
• A free, useful PDF

And email more often than you think is necessary. Most businesses don’t email enough. If someone unsubscribes? "That’s okay," Becca says. "They’re probably not your client anymore."

Her subject-line tip: Make it intriguing. “February Update from My Business” won’t get opened, but something unexpected might.

How to get client reviews (without the awkwardness)

Renée believes timing is key when requesting reviews. Rather than an abrupt post-event goodbye, she suggests a structured offboarding process:

1. Send a ‘Happy Monthiversary’ message 30 days post-wedding, when couples have likely received their photos and are reminiscing.
2. Schedule a recap Zoom call to reflect on the event and subtly request a review.
3. Ask a reflective question like, “Is there anything we could have done better to prepare you for your wedding day?” This opens the door for feedback without pressure.

If you’re worried about negative reviews, don’t be. Renée has only received one bad review in 13 years. Becca adds that negative reviews often say more about the reviewer than the business. Her advice? Respond professionally and show you’re open to improvement.

Leah recommends recycling positive reviews. If switching platforms, send past reviewers a message: “Here’s the review you left me on this site—would you mind copying it over to my new page?”

How to land (and stay on) preferred suppliers list.

Leah and Renée broke down how to get on supplier lists—and how to stay on them:

Getting on the list

• Reach out at year-end when venues update their lists.
• Simply ask: “If you're updating your preferred suppliers, I’d love to be considered.”

Staying on the list

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• Show up professionally on event day.
• Make the venue’s life easier.
• Promote their work alongside your own.
• Maintain relationships—small gestures matter.

Renée shared her creative approach: she once sent a mobile car wash to a busy LA venue in December. "They’ll probably keep me on that list forever," she joked.

The takeaway? Find ways to be helpful and memorable.

Attracting US wedding clients to the UK

More US couples are considering UK destination weddings—but how many actually follow through?

Becca emphasized positioning your venue strategically. Are you researching what US clients want? Are you networking with US-based planners?

Leah noted that many American couples prioritize convenience—especially if parents are footing the bill. Making the process as seamless as possible is key.

Becca also encouraged hospitality—invite planners and vendors for tea or drinks when they visit. Strong relationships fuel referrals.

Don't aim for perfection

"Something will go wrong on a wedding day," Renée declared, "but you probably won’t know it—because you hired me."

She warns that selling 'perfection' sets unrealistic expectations. Instead, emphasize problem-solving and professionalism.

Leah added a legal perspective: Be cautious of words like “perfect” in contracts or marketing materials—it can create legal risks.

Becca suggested that planners themselves should embrace imperfection. "When you show up authentically, it helps clients feel less pressure, too."

Final takeaways

As the panel wrapped up, each expert shared what they wish they had known earlier:

Becca: Give more than you expect in return. Supporting others creates long-term goodwill. "I love to give because, ultimately, it comes back round in a circle."

Renée: Clarity comes from action, not thought. Overthinking stalls progress. Taking action—even imperfectly—yields results. Reflecting on her journey, she shared, "After years of thinking about creating video content, my business coach challenged me to produce 30 Instagram reels in 30 days. I was hesitant at first, but I quickly learned that taking action yields results. Theories are great, but without action, they lead nowhere."

Leah: Find your own way of connecting with clients. Authenticity will set you apart. "Focus on showing up authentically and imperfectly. You'll find your magic and your secret sauce in no time."

Alison: Be yourself from the start. Authenticity attracts the right opportunities. "Imposter syndrome can haunt us all. I started young in the wedding industry, making cakes, but often felt out of place. It wasn't until I joined Guides for Brides that I felt comfortable embracing my geeky side and my love for data. When you’re authentic, people will appreciate you for who you truly are."

The bottom line

The wedding industry is built on relationships—with clients, suppliers, and industry peers.

From refining how you request reviews to rethinking email marketing and positioning yourself as a valuable industry partner, these insights highlight the power of clear communication and authenticity in growing a successful wedding planning business.

For more advice on growing your wedding planning business, listen to previous episodes from 'Wedding Pros who are ready to grow.'

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Creating a standout moodboard is both an art and a science, and it's at the heart of planning successful styled shoots. That's why we launched the Styled Shoot Competition, inviting wedding pros to craft visionary moodboards for a chance to win $1000 to bring their concept to life.

The competition culminated in our Styled Shoot Finalist Showcase, a live Zoom event where judges reviewed the top five entries and crowned the ultimate winner. From expert critiques to behind-the-scenes insights, the event was packed with valuable takeaways. Whether you're looking to refine your moodboarding skills or understand how styled shoots can elevate your business, this recap covers the key lessons from the showcase.

Meet the judges

• Amy Shack Egan: Founder of Modern Rebel, known for helping couples create meaningful, rule-breaking celebrations that reflect their unique stories.
• Terrica: Founder of Terrica Inc., she is a dynamic wedding planner, educator, and speaker who has a knack for helping planners achieve their business goals.
• Margaux Fraise: The visionary behind Harmony Creative Studio and Wedding Summit Series, she connects wedding pros with top-tier education and resources.

They offered invaluable feedback on the finalists' moodboards, emphasizing storytelling, cohesion, and purpose. The five finalists wowed us with their imaginative takes, showcasing how moodboards can set the tone for unforgettable styled shoots.

Here's a closer look at the finalists, the judges' comments, and tips you can use to elevate your next project.

Jennifer Benson: "A 1970s Playboy Mansion Pool Party"

Jennifer's moodboard burst with energy, bringing a retro queer wedding concept to life. Inspired by the playful and vibrant vibes of a 1970s Playboy Mansion party, her entry was immersive and unforgettable.

What the judges thought

• Terrica described it as, "immersive," adding, "You can see, smell, and hear everything."
• Amy praised the balance of creativity and cohesiveness, noting that, "it's bold" and "has a personality."
• Margaux highlighted the movement and vibrancy, saying "You can get a sense of what the real wedding would be."

Jennifer's moodboard was a masterclass in storytelling, earning her the winning spot in the competition.

JaaEL: "Nordic Zen - A Scandinavian-Japanese Fusion"

JaaEL's entry combined Scandinavian minimalism with Japanese aesthetics, creating a moodboard that felt serene and intentional. This concept emphasized clean lines and natural textures, offering a calming reset for couples seeking elegance.

What the judges thought

• Margaux appreciated that it "covered a lot of bases," incorporating both culture and fashion in the moodboard.
• Amy highlighted how it brought "texture" to the overall concept.
• Terrica admired the muted tones, noting that it "feels like it's a very relaxed space."

JaaEL's moodboard struck a perfect balance between simplicity and depth, offering a clear vision for a relaxed yet elegant celebration.

Jessica Valenzuela: "Romantic Retro Wedding"

Jessica's moodboard stood out with its bold black background, creating a dramatic and romantic vibe. Her approach seamlessly blended retro aesthetics with contemporary glam.

What the judges thought

• Margaux noted, "The black background works perfectly..." but questioned "if it's really speaking to the client."
• Terrica admired the romantic vibe but wished for more details.
• Amy appreciated the playful touches but felt a stronger color palette was needed.

Jessica's moodboard demonstrated elegance and creativity while leaving room for refinement in storytelling.

Nicole Crooks: "A Hidden Tropical Oasis"

Nicole's moodboard took viewers on a lush, tropical journey, rich with textures and natural elements. Its strength lay in its ability to transport audiences to a hidden oasis while remaining versatile.

What the judges thought

• Terrica said, "It tells a story," and noted it had "some really good statement pieces."
• Amy praised its imagery, adding that the moodboard "clearly has a design direction."
• Margaux admired its professional presentation, saying, "This one did the best job in terms of layering the images."

Nicole's entry was a close runner-up, impressing the judges with its cohesive storytelling and adaptability.

Jasmin Norwood: "Victorian Romance"

Jasmin's moodboard exuded Victorian-inspired romance, with soft textures and painterly details that transported viewers to an ethereal dreamscape.

What the judges thought

• Terrica described it as "a couture design" and "very ethereal."
• Margaux suggested it had "one too many images," which gives clients "more to pick apart."
• Amy encouraged, "Don't be afraid to make a bold choice."

Jasmine's moodboard captured a specific audience, offering inspiration for romantic, high-end events.

Expert moodboarding tips from wedding industry leaders

The judges shared valuable tips throughout the event, offering practical advice for wedding planners. Amy encouraged planners to "find inspiration beyond Pinterest" and emphasized the importance of simplicity, saying, "Less is more."

Terrica advised defining the purpose of styled shoots early on to ensure alignment with goals like publication or client attraction.

Margaux highlighted that if your goal is to be published, "go into your shoot with some idea of your top two or three target publications." She added, "You’ve got to plan for it to go where you want it to go."

Why styled shoots matter for wedding planners

Styled shoots aren't just about creating beautiful photos; they're a strategic tool for growing your business. From showcasing your creativity to building relationships with partners and vendors, styled shoots offer:

• Portfolio enhancement: Attract high-end clients with professional imagery.
• Marketing content: Use styled shoots to craft messaging tailored to your ideal audience.
• Collaboration opportunities: Strengthen relationships with vendors by working together on cohesive designs.

Planning styled shoots with intention ensures they become a meaningful investment in your business's growth.

Final thoughts

The Styled Shoot Finalist Showcase was an inspiring event, filled with creative ideas and practical tips. From Jennifer Benson's winning 1970s vibe to Jasmin Norwood's painterly romance, each finalist showcased the power of storytelling through moodboards. Wedding planners can learn valuable lessons on storytelling, purpose-driven designs, and collaboration.

Key takeaways

• A winning moodboard combines bold storytelling with cohesive visuals.
• Plan styled shoots with intention, aligning them with your business goals.
• Use tools like Visualist to streamline your moodboarding process.

Ready to elevate your next styled shoot? Embrace creativity, plan with purpose, and design with your ideal client in mind.

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Styled shoots as your creative playground

Wedding trends come and go, but staying ahead of them is crucial for any professional in the industry. Styled shoots let you explore new ideas and test emerging wedding trends without the pressure of meeting client demands. If you’re a planner, florist, photographer, or venue manager, organizing experimental styled shoots is a safe way to innovate and define your creative style.

Styled shoots give you room to:

• Explore wedding trends with styled shoots you’ve always dreamed of trying.
• Gain confidence by executing bold or unconventional ideas.
• Show potential clients your creativity and adaptability.

In this article, we’ll cover why planning styled shoots is essential, how to use moodboards to guide your vision, and how these styled shoot concepts can fuel your marketing strategy.

Why experimenting with styled shoots benefits your business

Stay on top of wedding trends

The wedding industry is always changing. New trends—like bold color palettes, sustainable décor, and statement florals—gain traction every year. Using styled shoots to adapt to emerging wedding trends lets you see what fits your brand best. Plus, showcasing your trend-savvy work helps attract clients who want someone ahead of the curve.

Define your creative niche

Planning styled shoots is a great way to refine your style and find what connects with your audience. For example:

• A photographer might discover they excel at capturing moody, dramatic lighting.
• A planner might fall in love with designing whimsical outdoor celebrations.

Experimenting through styled shoots clarifies what makes your work stand out and ensures your portfolio highlights your unique strengths.

Build stronger vendor relationships

Styled shoots are a chance to collaborate with other vendors like florists, stationers, and rental companies. Organizing experimental styled shoots fosters stronger partnerships while encouraging fresh ideas. A florist might suggest creative greenery arrangements, or a stationer could pitch bold, artistic invitations.

How to plan styled shoots for creative exploration

Start with a trend or concept

Pick a concept that excites you, whether it’s an emerging wedding trend or something unexpected. Dive into wedding blogs, Instagram, or Pinterest for inspiration. For example, you could plan a shoot inspired by Pantone’s Color of the Year or organize experimental styled shoots featuring sustainable décor made from upcycled materials.

Visualize your idea with moodboards

Moodboards are the ultimate tool for bringing your vision to life. They help you organize inspiration and communicate your concept with vendors. Using Visualist’s moodboarding feature, you can easily arrange colors, textures, and images into a polished plan, making planning styled shoots seamless.

Work with a creative team

Choose vendors who love experimenting as much as you do. Share your moodboard to ensure everyone is on the same page, but leave room for their creative input. For example, a florist might suggest innovative floral designs, or a rental company could recommend unexpected décor pieces.

Document and share your experimental shoots

Create content that connects

Once your styled shoot wraps up, document it as a showcase of your creativity. Share the results on social media or in your portfolio to highlight your ability to adapt to wedding trends. This positions you as a professional who can innovate and deliver fresh ideas.

Use Visualist for storytelling

Your moodboard is more than a planning tool—it’s part of the story. Pair it with your styled shoot photos to illustrate how your concept came to life. Sharing the creative journey builds trust and shows potential clients your expertise in organising experimental styled shoots.

Collaborate for greater reach

Team up with your vendors to promote the shoot across platforms. Ask them to share photos and tag everyone involved. This amplifies your audience and demonstrates your collaborative skills, which are key to planning successful styled shoots.

Embrace experimentation to stand out

Styled shoots are your chance to push boundaries, explore wedding trends, and refine your creative style. By planning styled shoots with moodboards and teaming up with creative vendors, you can design shoots that attract clients and show off your ability to innovate.

Key takeaways:

• Styled shoots are perfect for exploring trends and testing creative ideas.
• Moodboards ensure your vision is clear and make collaboration seamless.
• Visualist streamlines the process of planning, organising, and sharing your styled shoots.

Ready to dive in? Use Visualist to create moodboards, align your vendor team, and bring your boldest ideas to life. With the right tools, your styled shoots can be the launchpad for creative growth and a standout portfolio.

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Photo credits: Venue: The Maples Woodland, Wedding Design Stylist, Planner, + Coordination: Haley Nyal Events, Photography: Denise Apgar, Rentals: Memorable Events Rentals + Celebrations! Party Rentals, Floral: The Blonde Bouquet, Bouquet Ribbon: Party Crush Studio, Cake: Baker & A Black Cat, Videography: Lens of Lennox Videography, Signage + Stationery: Sugar Pine Calligraphy, Styling Mat: Suzy Pierce Art, Dress: a&bé Bridal Shop, HMUA: Michele DeeAnn Makeup, Jewelry: Sharif Fine Jewelers, Tuxedo: The Black Tux, Bar: The Old Pour Soul, Charcuterie: The Dancer's Pantry, Catering: Sacramento Catering Collective

How styled shoots can boost your marketing

Styled shoots aren’t just creative projects—they’re powerful marketing tools. For wedding professionals, styled shoots showcase your talent, explore current trends, and produce striking visuals that grab attention. But their true power goes beyond the shoot itself. With the right approach, styled shoots can elevate your brand and attract your ideal clients.

Struggling to find content that speaks to the weddings you want to design? Styled shoots let you craft the perfect portfolio. They provide visuals that reflect your style and resonate with your target audience.

Why styled shoots are great for marketing:

• They showcase your creativity and skills.
• They generate social media and blog content that stands out.
• They attract your dream clients by highlighting your specialty.

Let’s dive into how to use styled shoots to grow your business and make your marketing work harder for you.

Why styled shoots are marketing gold

Position yourself as a go-to expert

Styled shoots put you in control of every detail, allowing you to create content that establishes you as a leader in your niche. Whether you specialize in luxury weddings or intimate elopements, these shoots highlight your ability to deliver exceptional results.

Build a portfolio that attracts dream clients

Styled shoots let you design content tailored for your portfolio. By showcasing your style and skills, you can appeal to your ideal clients and build trust through stunning, professional visuals.

Showcase your creative flexibility

Styled shoots push the boundaries of what’s possible, letting you show clients your creative range. They’re the perfect way to stand out in the competitive wedding industry and inspire future bookings.

Creating shareable content from styled shoots

Think beyond the photos

While images are the star of the show, styled shoots are a goldmine for creating diverse content:

• Write a blog post that dives into the inspiration behind the shoot.
• Share behind-the-scenes clips on Instagram Stories or Reels to build excitement.
• Use moodboards from Visualist to tease the shoot and create buzz before revealing the final photos.

Optimise your content for social media

Styled shoots shine on Instagram and Pinterest, where visuals are everything. Here’s how to make the most of them:

• Break your posts into themes, such as floral designs, décor highlights, or venue shots.
• Write captions that tell a story and tag all collaborating vendors to boost your reach.
• Post regularly to keep your followers engaged and eager to see more.

Collaborate to expand your reach

Share your styled shoot content with the vendors you worked with, and encourage them to post it too. This kind of cross-promotion broadens your audience and helps you connect with potential clients.

How Visualist enhances your styled shoot marketing

Turn moodboards into marketing gold

Your moodboard isn’t just a planning tool—it’s part of your marketing strategy. Share your moodboards on social media to give your audience a sneak peek into your creative process. Clients love seeing how an idea evolves from inspiration to execution.

Organise your shoot for maximum impact

Visualist helps you stay organized and ensures every detail of your styled shoot aligns with your vision. A cohesive shoot creates stronger visuals, which translate into more engaging content for your portfolio and social media.

Collaborate seamlessly

With Visualist’s collaboration features, you can align with vendors to create a shoot that’s cohesive and visually stunning. This makes it easier to ensure all the pieces fit together perfectly, resulting in shareable content that impresses clients.

Styled shoots as a marketing powerhouse

Styled shoots are so much more than a creative outlet—they’re a strategic way to market your business and attract the clients you want to work with. By highlighting your skills, building a niche-focused portfolio, and creating content that’s easy to share, you can turn every styled shoot into a marketing win.

Key takeaways:

• Styled shoots help you design portfolio content that appeals directly to your ideal clients.
• Shareable visuals like photos, moodboards, and behind-the-scenes clips amplify your online presence.
• Visualist streamlines planning, keeps your shoots cohesive, and enhances their effectiveness as marketing tools.

Ready to take your styled shoots to the next level? Use Visualist to create moodboards, organize your shoots, and share your vision with the world.

Why moodboards are essential for styled shoots

Every styled shoot starts with a vision. Maybe it’s a sleek, modern wedding or a vibrant garden party. The key to success? Making that vision a reality. That’s where moodboards shine. They’re the foundation for bringing your ideas to life, gathering all the details that define your shoot’s look and feel.

Moodboards are more than just creative tools—they’re must-haves for wedding professionals. They help you:

• Share your vision with vendors
• Keep your styled shoot cohesive
• Turn big-picture ideas into actionable steps

Feeling overwhelmed by scattered ideas? Tools for creating moodboards, like Visualist, make it easy to gather, refine, and share your inspiration. This article will show you how to create moodboards for styled shoots, offer moodboarding tips, and explain why they’re the ultimate planning tool for styled shoot success.

What makes a great moodboard?

Key elements of a moodboard

A moodboard isn’t just a collection of pretty pictures—it’s your styled shoot’s blueprint. To create moodboards for styled shoots that stand out, focus on these essential elements:

• Color palette: Use complementary colors to set the mood and tone of your shoot.
• Textures and patterns: Add depth with fabrics, florals, or textured tableware.
• Style references: Include photography styles, décor ideas, or layout inspiration that capture your vision.

For example, if you’re planning a romantic outdoor shoot, your moodboard could include soft blush tones, lace accents, and golden-hour lighting. These details anchor your vision and keep your team on the same page.

Striking the right balance

The best moodboards emphasize balance. While it’s tempting to pack in all your ideas, too much variety can blur your message. Instead, curate elements that work together seamlessly. A cohesive moodboard leads to a cohesive styled shoot.

How to create a moodboard for your styled shoot

Gather your inspiration

Start by collecting images, color swatches, and textures that fit your vision. Resources like Pinterest, wedding blogs, and even nature photos are great places to start. Look for details that spark excitement and match the theme you’re planning for your styled shoot.

Organize and refine your vision

Once you’ve gathered your inspiration, it’s time to organize. This is where Visualist shines. With its drag-and-drop functionality, you can arrange your visuals into a clear, easy-to-read layout. Group similar colors or themes together to create a flow that makes sense.

Collaborate with your team

Moodboards are more than personal planning tools—they’re vital for collaboration. With Visualist’s sharing features, you can easily invite vendors to review or comment on your moodboard. This helps everyone stay aligned and brings valuable insights to refine your vision.

How moodboards elevate your styled shoots

Communicate your vision clearly

Have you ever tried explaining a color or design idea in words, only to be misunderstood? Moodboards solve this by showing, not telling. A florist can instantly grasp the shades of pink you envision, while a photographer can plan shots that match the overall mood.

Keep your shoot cohesive

Moodboards ensure every detail of your styled shoot aligns with your vision. From table settings to lighting, they create a seamless, professional aesthetic that resonates with your audience. When you plan styled shoots using moodboards, the result is polished and impactful.

Adapt your plans easily

Plans can change, and that’s part of the creative process. Moodboards make it simple to adjust your vision without losing consistency. With tools like Visualist, you can update layouts, swap images, or add fresh ideas as inspiration strikes.

Why moodboards are your secret weapon

Moodboards are the bridge between your imagination and reality. They help you visualize, plan, and execute styled shoots that wow your audience while showcasing your creativity and professionalism.

Key takeaways:

• Moodboards bring clarity and cohesion, keeping your styled shoot on track.
• They’re a collaborative tool for aligning with vendors and ensuring everyone works toward the same vision.
• With tools like Visualist, creating and sharing moodboards for styled shoots is quick and easy, so you can focus on the fun part—bringing your ideas to life.

Ready to create moodboards that impress? Use Visualist to transform your inspiration into stunning styled shoots and stand out in the wedding industry.