Sally Sephora
WHAT I WISH I KNEW BEFORE BECOMING A WEDDING PLANNER
When I first started my wedding planning business, I had big dreams, a few scribbled lists on a giant sheet of paper, and absolutely no idea what I was getting myself into.
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Looking back now—after over 750 weddings, building a team, opening an office, and franchising across Italy—there are a few things I really wish someone had told me at the beginning. So whether you’re just starting out or still wondering if this path is right for you, here’s what I would go back and tell myself before becoming a planner.
1. It’s Not Just About Weddings—it’s About People
Yes, the flowers, venues, gowns, and décor are stunning. But the real job? It’s about people. You’ll be managing emotions, calming nerves, mediating family disagreements, and becoming a couple’s trusted sounding board for up to a year (sometimes longer). I never realised just how much emotional energy the role would require—but I also didn’t expect how many lifelong friendships I’d gain along the way.
2. You Will Work Much Harder Than You Think
Weddings are romantic, but planning them is hard work. You’ll be up early, on your feet for 14+ hour days, hauling boxes in the heat, dealing with last-minute changes, and sometimes driving home at 3am. It’s physically and mentally demanding. If you go into this career thinking it’s all champagne and flower arrangements, you’re in for a shock. But if you love the thrill of making magic happen—you’ll thrive.
3. You Don’t Need to Know Everything at the Start
When I began, I thought I needed to have it all figured out—perfect branding, a flawless website, a big network. But the truth is, you just need to start. You’ll learn so much by doing. Some of the best lessons come from mistakes, and you grow one couple, one event, one breakthrough at a time.
4. Burnout is Real (And Balance is Crucial)
It’s tempting to say yes to every client, every request, and every opportunity—especially in the beginning. But over time, I learned that protecting your energy is just as important as building your business. Take breaks in winter. Let yourself have slow mornings after a long wedding. Don’t be afraid to set boundaries. The better you care for yourself, the better you’ll care for your couples.
5. You’ll Need to Learn to Say No
This one was hard for me. I wanted to help everyone. But not every couple is a good fit, and that’s okay. Learning to say “I don’t think we’re the right match” is one of the most empowering things you can do as a planner—and it protects both your sanity and your reputation.
6. Your Business Will Reflect Who You Are
This was one of the most beautiful discoveries. Over time, my business became an extension of me—my values, my style, my story. From our cosy office with its chandelier and team slippers, to the way we treat our clients like friends, everything about the business evolved from who I am. And that’s something no one else can copy.
7. You Will Be So Proud of What You Build
One of my favorite memories was Yasmin and Liam's wedding at Villa Balbainello. I loved this couple and I was working in secret with Yasmin's Dad behind the scenes to include some surprises for the day - One of the surprises was fireworks syncronised to music.. Pavarotti's Nessun Dorma. It was one of my earlier weddings and I was praying it would all go to plan on the day. As the couple cut their cake and posed for some photos, the music started to play and then, at the peek of the song, Pavorotti sang out "Vinceroooooo!!!" and the couple visibly jumped when the most enormous bang of fireworks erupted behind them - The bride and groom spun round in amazement, the bridesmaids were hugging each other and jumping. I looked over to see Yasmin's Dad's face and he was crying. I literally had goosebumps on my arms. I just remember thinking "I did that."
FINAL THOUGHTS
Becoming a wedding planner has changed my life. It hasn’t always been easy, but it’s been incredibly fulfilling. If I could go back and tell that 2009 version of me—tired, broke, and scribbling ideas on a giant sheet of paper—just one thing, it would be this:
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You’re building something beautiful. Keep going. It’s all going to be worth it.
