From Vision to "I Do": A Sit-Down with The Planner
When it comes to curating weddings full of heart, style, and intention, few do it quite like The Planner and by that, we mean the incredible Emma.
With over nine years of experience, more than 150 weddings under her belt, and a sharp eye for detail, Emma has become the go-to wedding planner for vibe-led, conscious couples who want more than just a pretty day, they want a celebration that truly reflects them.
But Emma isn’t just a wedding planner. She’s also a sought-after venue consultant, a mother of two, and a very dear friend of mine, which made this conversation even more special.
In this interview, we talk all things weddings: what a day in the life of a busy wedding planner really looks like, industry insights, and how she helps couples stay within their budget when planning their big day.
Grab a cup of something lovely, you're going to want to soak this one in.
Journey
What drew you to wedding planning initially?
Officially, by accident but I am still here for the fairytale. I’m a fantasist and love the idea of dreams becoming a reality, especially when it comes to love.
Was there a specific moment or experience that sparked your interest?
Nothing specific. Weddings have always been in my subconscious. I love the magic. I used to design and illustrate wedding dresses, dreaming that is what I would do one day. I think part of me would still like that.
Officially, I fell into the role. In 2015, after a year of travelling, I helped a local, stunning, venue when they desperately needed a bar manager for a winter wedding and celebrity New Year’s Eve party. From there they needed an event manager and within 6 months I was senior sales and events manager. After that, in 2017 I moved 200 miles to renovate and set up a country house wedding venue and then started The Planner in 2020. It has snowballed from there.
What educational background or training helped prepare you for this career?
Getting stuck in. I believe you can’t manage effectively unless you have done all and I have – I’ve been the bar staff, the catering, the florist, the stylist, the plumber… I have no formal training, just years of experience and involvement in hundreds of weddings.
Looking back, what skills or experiences from previous jobs have proved surprisingly useful in wedding planning?
Sales! Brutal sales processes when I was an estate agent have been so valuable. From managing my own pipeline to teaching others – I am a venue consultant, too – “sales” is a vital skill.
What was your first wedding like as the primary planner?
It’s so hard to pinpoint.
The first wedding I managed was on behalf of a venue and the DJ got the groom’s name wrong, so awful. It was pretty spicey throughout planning as well as on the day as the girl I took over from had said yes to a lot of things that logistically just didn’t work so I was constantly putting out fires. You learn an awful lot in those situations,I would say more than when it is all easy.
My first wedding as the primary planner (as The Planner) was nerve-wracking. You are responsible for everything so it’s a big moment when it all starts coming together. Even now, 150+ in, I get butterflies, but so far, so good.
How has the wedding planning industry changed since you started your career?
Social media has become a bit of a demon. While it is a brilliant marketing tool it can be a little harsh to those who see something they want but the reality is that it doesn’t exist. In an industry where visuals are everything, wedding suppliers have to do a lot for the grid. Styled shoots are a popular way to produce content. We can show off our abilities and curate partnerships with other creatives but unfortunately, not all shoots are published in that context. Styled shoots are stunning but usually done on a small scale, so to replicate that is often out of even the big budgets. Expectation management has never been more vital - managing the ideal spend against the dream is important from the very beginning of a couples planning journey.
Industry Insights
What aspects of wedding planning bring you the most joy or satisfaction?
Styling. I’m not sure you can be a wedding planner and not love the aesthetics – I adore being able to get stuck into a design brief and run with it.
Can you share a specific moment that stands out?
The first tablescape I designed was for an autumn wedding and it makes me smile every time I think about it. The warm tones of the candles, stationary, glassware and cutlery against the soft creamy linens and the autumn florals came together so beautifully. The couple were thrilled, and every supplier involved was chuffed, too. I find that so special – when you have created the couple’s vision and made others feel proud about what they do.
How do you handle the emotional intensity of working with couples during such a significant time in their lives?
Deep breathing…Jokes! I love it. I am here for all the emotions, it is such an evocative time planning your wedding.
I am available (almost) 24/7 for my couples. While big decisions and information sharing are done online and face to face they always have my number so can fire off all manner of questions and queries quickly. As I always say, “no question is too small when it comes to your wedding” so I want them to feel totally at ease and know I’ve got their back.
What's something about being a wedding planner that would surprise most people?
It’s not that glamorous. It is hard work.
How do you stay current with evolving wedding trends?
Social media and wedding blogs! It’s so easy to stay afloat with new trends now. Trends tend to drip in slowly, then as the next season rolls in, you see it coming through to market and the season after that it’s everywhere. I love sniffing out the trends. Most suppliers in the industry are creatives, so we love to get stuck into something new and delicious!!
Day in the life
Could you walk me through what a typical day looks like for a wedding planner?
It’s never coffee for me, always tea.
I start by sorting my inbox, prioritising new enquiries, existing couples, and anything else. A huge part of planning is contacting and connecting with suppliers on behalf of couples. For every piece of information I submit to a couple, a lot of correspondence has happened to get to that point, so I have to make sure all the information is transferred effectively.
I then spend my day hiding in spreadsheets. Every couple has a multiple-tab spreadsheet that holds all the vital information about their wedding. Whether tweaking logistics or creating vision boards and design briefs, it’s all about curating the very best day for each couple. It is a long process and takes due diligence and a professional eye to really iron out every detail.
How many weeks or months before the wedding do you typically start working with a couple, and how does your involvement change as the date approaches?
Usually, 12-18 months before the wedding, sometimes longer and this year I have 3 weddings to plan within 6-8 months. Things tend to be pretty intense just after booking as the momentum of booking THE planner pushes everyone. Generally, things settle once the big hitters are secured and planning is more leisurely (for the couple) and then things charge up again at the 6-month mark as suppliers look to finalise choices.
What's your process for juggling multiple weddings at different planning stages?
To-do lists, folders, and spreadsheets. I’m just in the process of updating my wedding plan templates, but an old-school spreadsheet has always worked wonders for collecting information and organising the logistics. Sure, there may well be sexier ways to do this but I do like the reliability!
How many do you typically handle at once?
I’ll have anywhere up to 18 weddings in the planning stages but it depends on booking times. I only accept 1 full planning per month to ensure my couples get the attention they deserve.
What does the week leading up to a wedding typically look like for you?
It is pretty chilled.
Everything is planned and ready to go so it’s a smooth journey leading up to the wedding. There is always a phone call of curiosity from a supplier or the couple/family with a question or query that they have suddenly thought of but these are generally pondering thoughts rather than curve balls so answered swiftly.
Depending on the location of the wedding and when set up starts I will update the couple daily, without adding to their brain or asking inane questions.
Otherwise, I’m packing and getting very excited as each element becomes a reality and the vision comes to life.
And what about the actual wedding day?
I’m always up earlier than I should be and on-site before I said I will be. It’s just the nature of my brain.
I do a walk-through noting what needs to be done and by who. I will complete my “the morning of” to-dos and then touch base with the couple.
When suppliers arrive I walk them through the location and talk through the timeline and logistics - which they already know but I like to clarify.
I am the catalyst for everything on the day, so it’s about managing everyone’s needs. While my priority is the couple (and a planner is the only one who can say that as suppliers will prioritise their job – food, drinks, pictures) I will ensure everyone is in a position to do the job they have been hired to do. A planner implements a logistical plan that allows the photographer to get the pictures, the chef to cook the food, the bar to pour the drinks, and the couple and their guests to have a fabulous time.
A wedding is a team effort, but effective management on the day is about communication and having everyone’s back.
Client Relations
What's your process for getting to know new clients and understanding their vision?
Talking and vision boards. I can gauge people pretty quickly to determine their expectations, style etc but their boards back this up and help to interpret their wants and needs.
What are the most common concerns or anxieties you hear from couples?
Generally budget - even the big ones. Or table plan, specifically the top table.
How do you help couples stay within their budget while still achieving their dream wedding?
It’s all about zoning in on what’s important to the couple. Once you start mapping out a budget estimate clarity comes pretty quickly.
If you think of planning a wedding is like buying a house that you can never change – if you have an ideal spend you have to work out what you value most.
Business
What's your pricing structure, and how did you determine your rates?
I am flexible with my services and tailor everything to the needs of my couples or venues. I offer wedding venue consultancy as well as wedding planning.
For couples, I generally work on a percentage of the wedding spend to allow for cohesion between the level of work and the fee.
My consultant work is fixed at a flat day rate, depending on the project’s contents and length.
What marketing strategies have been most effective for attracting your ideal clients?
Online marketing. SEO through my website and social media, these have overtaken directory websites. Word of mouth is super important but I’ve personally had a very small number of clients come that way in comparison to a classic Google search!
How do you handle seasonal fluctuations in business?
I find the different seasons so useful. I use the “off” season to map out the year and nail down the details of who, what and where. Then from spring to late autumn, it is all about weddings. Generally, most enquiries come through in the “off” season – so January/February – which is very useful timing.
How important is networking in growing your business?
As with any service business, I think it is super important. Connecting with people who work in the same field gives you a deeper level of understanding of what happens all around you - especially as a planner. I know how a photographer, florist, band etc, tick. Obviously, individuals have their preferences but being able to logistically consider everyone only happens when you take the time to connect.
I also like networking as I work predominantly on my own day-to-day, so being able to mix and chit-chat is really lovely. I generally get overexcited, gesture too enthusiastically with my hands and spill my drink!