The Hard Launch

Join Natasha Yuhjtman for another episode of The Hard Launch as she sits down with Luciano Barajas, co-founder of His & Hers Events. In this episode, Luciano shares the story behind building one of the most immersive luxury event brands. From growing up in a traditional immigrant household to leaving a secure corporate role and launching during COVID, Luciano opens up about risk, identity, and betting on yourself when no one else fully understands the vision. He reflects on co-founder dynamics, using Instagram to fuel early growth, learning to say no to protect quality, and the moment he realized he had truly "made it." This episode is about creative courage, partnership, and redefining what success really means.   Follow His & Hers on Instagram Work with His & Hers here Follow The Hard Launch on Instagram Follow Natasha on Instagram Watch the full episode on YouTube   Timestamps: 00:00 – Meet Luciano Barajas + the story behind His & Hers Events 04:45 – Leaving corporate life & proving his parents wrong 09:52 – Six years in business + the Super Bowl "pinch me" moment 11:30 – From high school drama to co-founders 19:34 – Building a co-founder partnership that actually works 25:20 – Their luxury design process + trusting the vision 30:16 – When events don't go as planned 43:44 – How Instagram fueled 80% of early growth 50:37 – Scaling without sacrificing quality 55:43 – The moment he realized he had "made it" 58:57 – What's next: interior design, travel & building a design house

In this episode of The Hard Launch, Natasha sits down with Dylan Petro, founder of WedPing, and Morgan Kennedy, the newest member of the WedPing team, to unpack what building from zero to one actually looks like in an underserved industry. Dylan shares his journey from launching a real-life dating app in NYC to building wedding tech, breaking down the hard distinction between traction and true product-market fit. and why "good" isn't good enough if no one is obsessed. He opens up about luck, timing, knowing when a business model doesn't work, and why staying alive long enough is sometimes the only strategy. Morgan brings the wedding industry perspective, revealing the communication gaps planners face daily and what it takes to introduce new tech into a fragmented, relationship driven space. Together, they dive into selling innovation before the market fully understands it, simplifying AI so it feels invisible, and why building for intensity, not volume, changes everything. This episode is for founders chasing product market fit  and wedding pros thinking about the future of events.   Learn more abourt WedPings at Wedping.com Follow The Hard Launch on Instagram Follow Natasha on Instagram Watch the full episode on YouTube Timestamps: 05:13 – Traction vs. Obsession 08:01 – The Audacious Hypothesis Test 10:16 – Great Product, Bad Business 28:38 – The 2-Minute Demo Rule 36:03 – Stay Alive Long Enough 38:16 – When to Quit vs. When to Pivot 47:16 – AI as an Ingredient, Not the Dish 50:26 – Founder + Parent Perspective 57:25 – Advice for Non-Technical Founders

Sarah Klingman, founder and CEO of Mostest, joins the show to share what building from zero to one really looks like. She breaks down the early-stage reality founders don't talk about, why "pivoting" is often misunderstood, and how reframing change can unlock better decisions and long-term growth. Sarah talks about conviction over noise, following the breadcrumbs instead of a rigid plan, and what it takes to build a company without burning out. This episode is a must-listen for founders, creators, and working parents navigating early-stage startups, motherhood, and modern entrepreneurship. More about Mostest Follow The Hard Launch on Instagram Follow Natasha on Instagram Watch the full episode on YouTube   Timestamps: 00:00 – Intro + casual banter before diving in 01:15 – Sarah Klingman's background and founding story of Mostest 03:54 – Why corporate event planning at Adidas exposed a massive market gap 09:30 – The "full-body sweat" birthday party moment that changed everything 14:55 – Why founders must stay close to the work (and actually plan events) 22:38 – The first version of Mostest and what went wrong with hourly pricing 27:38 – Why "pivoting" is often just learning (and why Sarah hates the word) 48:21 – Building a startup while raising three kids: the real zero-to-one reality  

In this episode, Natasha sits down with legendary wedding planner and entrepreneur Annie Lee, founder of Daughter of Design and Plannie, to explore what it really takes to build longevity, relevance, and innovation in the wedding industry. Annie shares how she accidentally entered weddings, how growing up in a family of interior designers shaped her creative eye, and why studying history helps her anticipate shifts in wedding trends. Annie discusses why weddings are uniquely recession proof, how planners can stand out in an oversaturated luxury market, and what it takes to build lasting credibility through media, relationships, and visibility. They also dive into the creation of Plannie and unpack how technology, AI, and changing consumer behavior are reshaping the future of weddings. This episode is a must listen for planners, creatives, and founders looking to evolve beyond traditional models and build sustainable businesses.  More about plannie More about Daughter of Design Follow The Hard Launch on Instagram Follow Natasha on Instagram Watch the full episode on YouTube Episode Timestamps  00:00 –  Annie's path into weddings, early career, and design background 05:31 – Design, history, and how wedding trends evolve over time 15:21 –  Recession-proof weddings, market saturation, and industry shifts 27:01 – Building Daughter of Design, media credibility, and standing out 39:31 – Why Plani was created & the rise of hourly, fractional planning 50:31 – Technology, AI, and the future of event planning 01:00:46 Advice for planners, defining success, and what's next

#12 In this episode of The Hard Launch, Natasha sits down with Andrew Levitt, founder of Ironic, to unpack how he built a niche, profitable company at the intersection of weddings, weather, and event safety—without chasing the traditional startup playbook. Andrew shares how he went from DJ-ing and touring in live music to concierge meteorology for ultra high-end events, why his first tech product flopped, and how redefining success as a "mom and pop" business helped him avoid burnout while still serving top planners around the world.​ They dive into bootstrapping on credit cards, building credibility in a small, tight-knit industry, setting boundaries with the wrong clients, and what it really looks like to offer human-led, high-touch services in the age of AI. Andrew also breaks down the rise of Etsy "weather witches," how most $12 spells miss the mark, and the story behind co-creating a New Orleans voodoo-inspired blessing offering that blends ritual with real meteorology. If you're an entrepreneur navigating pivots, pressure, or the temptation to "go big" just because everyone says you should, this conversation will hit home. More about Ironic Follow The Hard Launch on Instagram Follow Natasha on Instagram Watch the full episode on YouTube Timestamps: 00:01 – Andrew's unconventional path into weather, events, and weddings 05:06 – The entrepreneurial itch: finding "what's not there" 08:15 – Why Andrew's first tech product failed (and what it taught him) 10:45 – Startup vs small business: choosing sustainability over hype 15:55 – Burnout, failure, and why you have to get it wrong first 23:32 – Finding the right clients (and why not everyone is your customer) 27:35 – How Andrew built credibility in a tight-knit wedding industry 35:41 – "Pay to play": getting into the right rooms and building relationships 41:09 – The truth about Etsy witches and wedding weather 01:11:50 – Practical weather planning advice every couple should know  

#11 What started as a VR campus tour turned into something far more powerful. In this episode of The Hard Launch, Natasha Yuhjtman sits down with Zvi Goffer, founder of Reloom, to unpack how an accidental moment led to a breakthrough business—one that allows people to relive their most meaningful life moments through immersive VR. Zvi shares why overanalyzing risk can kill great ideas, how listening (not planning) unlocked his biggest pivot, and what it takes to earn trust in relationship-driven industries like luxury weddings. This conversation explores entrepreneurship, intuition, emotional product-market fit, and building something so impactful people don't just buy it—they feel it.   More about Reloom Follow The Hard Launch on Instagram Follow Natasha on Instagram Watch the full episode on YouTube   Timestamps: 00:00 – Introduction & Zvi's entrepreneurial mindset 03:15 – Choosing entrepreneurship over traditional employment 07:20 – How Zvi thinks about risk as a founder 12:05 – The origin of Campus VR and early market research 18:40 – The emotional moment that sparked the Reloom pivot 23:05 – First wedding in VR and realizing the impact 30:20 – What Reloom is and how "moment-specific time travel" works 35:25 – Scaling a hardware-based business across cities 44:45 – Breaking into the luxury wedding industry and earning trust 01:03:55 – Advice for founders entering industries they don't come from

#10 Ali Carbone joins The Hard Launch to share her journey from on camera journalism and red carpet reporting to founding What Do I Do Brides, a modern bridal community born from her own wedding planning frustrations. Ali and Natasha dive into what it really looks like to pivot careers and build community. They talk candidly about entrepreneurship, personal branding, and navigating massive life transitions in parallel, from launching a company to marriage and stepping into motherhood. This episode is for anyone rethinking their career path, building something from scratch, or learning how to grow a business while evolving as a person.   More about What Do I Do Bride Follow Ali Carbone on Instagram Follow The Hard Launch on Instagram Follow Natasha on Instagram Watch the full episode on YouTube Timestamps 00:00 – Welcome + Ali's background in journalism and red carpet reporting   03:10 – The shift in media, influencer culture, and losing the traditional journalism path   08:30 – Leaving Hollywood Life & searching for what came next   10:00 – Wedding planning frustration & the idea for What Do I Do Brides   14:00 – Building a wedding-centric community from personal pain points   17:45 – Hosting the first community dinner & creating industry relationships   22:45 – Turning community questions into podcasts and resources   27:45 – Advice for brides: values, budgets, and setting boundaries early   35:55 – Why bride-first community is the real differentiator   41:15 – Scaling the brand, motherhood, and building something bigger than yourself    

#8 She worked 20+ jobs before accidentally discovering the business that would change her life. Chris Weinberg never set out to be a wedding planner, but one chaotic event taught her the most important lesson in luxury: experience is everything. In this episode of The Hard Launch, Natasha sits down with the founder of Chris Weinberg Events to break down the moment she stopped undercharging, rewrote her pricing model, and scaled from solo planner to producing multi-day, six-figure celebrations. They talk pricing strategy, luxury client psychology, avoiding costly budget surprises, why founders need tunnel vision, and what the future of weddings looks like in a world of AI and immersive tech.   Follow about Chris Weinberg Events on Instagram  Work with Chris Weinberg Events here Follow The Hard Launch on Instagram Follow Natasha on Instagram Watch the full episode on YouTube   Timestamps:  00:00 – Intro & Welcome 02:30 – Chris's Career Before Weddings 05:55 – The Moment That Changed Everything 08:45 – Guest Experience as the Core Philosophy 12:00 – Fear, Risk & Entrepreneurship 15:00 – Investing in Education & Finding Her Tribe 18:55 – Pricing Mistakes & Tripling Her Rates 22:00 – Building a Team & Scaling 25:45 – Choosing the Right Luxury Clients 29:45 – Multi-Day Luxury Events Explained 32:15 – Budgeting Transparency (Minimum + Percentage) 36:00 – Why She Created The Event Summit 41:45 – Motherhood, Legacy & Business 47:55 – Tech, AI & the Future of Events 54:00 – Rapid Fire + Wild Event Story 58:30 – Final Advice & Where to Find Chris

#7 In this episode of The Hard Launch, Natasha sits down with Kathleen Sheppard—three-time founder and co-creator of Tote—to talk about building a startup while building a life. Kathleen shares the personal growth, resilience, and alignment required to navigate foundership and the lessons that come from betting on yourself and creating a life that truly fits. She also opens up about her Bora Bora engagement, planning a destination wedding in Menorca, and how she and her partner balance both being founders, fiancés, and future family-builders. A grounded, honest conversation about love, leadership, and the milestones that shape us as entrepreneurs. More about  Tote Follow The Hard Launch on Instagram Follow Natasha on Instagram Watch the full episode on YouTube Timestamps 00:00 – Welcome + introducing Kathleen 01:00 – Kathleen's path to becoming a 3x founder 04:00 – Lessons from past startups & finding real customer pain points 09:00 – Product-market fit, prototyping, and team dynamics 13:30 – Kathleen's Bora Bora engagement 16:00 – Wedding planning while building a company 20:00 – Balancing two founder schedules + boundaries 24:00 – Vendor challenges + destination wedding logistics 30:00 – How relationship dynamics influence startup life 34:00 – Emotional support, resilience, and future planning 41:00 – Advice for founders juggling life milestones 48:00 – What Kathleen has learned about herself 52:00 – Co-founder dynamics & how they met  

#6 Sit down with Alina and Daria, the co-founders of WedVibes, one of the fastest-growing wedding media companies in the world. One a planner and the other a consumer marketer, both immigrants that came together in the most unexpected way to build a global brand and scale their team across continents.  Alina and Daria dive into their co-founder dynamic, how they built in a fragmented female-driven industry, the setbacks that shaped them, and the mindset behind building a category-defining company from scratch, and how they stayed innovative for over a decade. Plus they share how they bootstrapped Web Vibes, navigated cultural transitions as immigrants, signing their first members, and survived setbacks.    Follow Wed Vibes on Instagram Follow The Hard Launch on Instagram Follow Natasha on Instagram Watch the full episode on YouTube   Timestamps 00:00 – Meet Alina & Daria + how Wed Vibes began 05:00 – Launching their first membership & early traction 10:00 – Why the wedding industry is an underestimated powerhouse 15:00 – Building a co-founder partnership that actually works 22:00 – Handling disagreements & using a coach to grow 30:00 – The future of Wed Vibes + their new wedding venue venture

In this episode, Natasha Yuhjtman sits down with Stephanie from Cole Drake Events, one of Napa's top luxury wedding planners, to unpack the real stories behind high-end weddings — the wild requests, family politics, design decisions, and day-of chaos no one talks about. Stephanie shares unforgettable moments, from a bride having her mom walk down the aisle to "WAP" to a full wedding-day rain disaster that turned into a miracle dinner setup. She also breaks down what brides actually overlook, which vendors matter most, and how AI is reshaping the future of wedding planning. If you're planning a 2026–2027 wedding, love luxury events, or want insider tips from one of the best planners in the industry, this episode is packed with smart, practical advice (and unbelievable stories).   Follow Cole Drake Events on Instagram Follow The Hard Launch on Instagram Watch the full episode on YouTube   Timestamps:  00:00 – Intro  01:10 – The most absurd request a bride has ever made 03:12 – The monkey prank wedding story 05:22 – When a bride had the moms walk to WAP 06:11 – The rain-plan chaos and moving a full wedding setup 10:49 – How kindness impacts planner + vendor relationships 12:05 – Stephanie's career path to founding Cole Drake 17:14 – Launching the business and early growth 21:21 – The creative "high" of bringing designs to life 24:25 – Advice for aspiring planners 30:21 – AI's role in wedding planning and design 34:10 – Family politics and emotional dynamics in weddings 40:31 – Personal touches: paper goods and meaningful details 42:58 – The most underrated vendor: the clothing/dress presser 46:46 – Wedding day advice: presence, perspective, and calm 48:50 – Why moms can be the toughest 52:19 – What guests actually remember 53:25 – Staying calm when things go wrong 55:22 – Closing

In this episode of The Hard Launch, Natasha sits down with luxury wedding planner and founder of Emily Coyne Events, Emily Coyne, for a candid, behind-the-scenes look at what it really takes to design unforgettable, high-end events. Known for her meticulous attention to detail, hospitality-driven approach, and signature "no roadblocks" philosophy, Emily shares stories from her most unforgettable weddings — from unexpected emergencies to wild client requests (including trucking in spin bikes from across the state). Natasha and Emily dive deep into the realities of luxury wedding planning: building a business from scratch, earning trust in a small market, attracting aligned clients, navigating budgets, and creating weddings that feel intentional instead of simply expensive. Emily also shares practical, insider advice for 2026 brides — including the most overlooked design choices, biggest planning mistakes couples make, and unexpected items every bride should pack. Whether you're a bride, a planner, a founder, or simply obsessed with iconic weddings, this episode is packed with industry secrets, honest business insights, and design wisdom you won't hear anywhere else. Follow Emily Coyne Events on Instagram Follow The Hard Launch on Instagram Watch the full episode on YouTube   Timestamps: 00:00 – 01:19 | Intro & Overview 01:20 – 03:40 | The Craziest Request Ever 03:42 – 06:00 | When Things Go Wrong 06:00 – 08:20 | Lavish vs. Intentional Weddings 08:20 – 10:45 | Starting Emily Coyne Events 10:45 – 13:10 | Turning Passion into a Business 13:10 – 15:25 | Building Reputation Before a Brand 15:25 – 17:45 | Trust, Transparency & Tech in Weddings 20:05 – 24:50 | Finding the Right Clients & Saying No 24:55 – 27:25 | Staying True to Your Vision 29:30 – 31:50 | Top Planning Mistake Couples Make 31:50 – 34:10 | Budgeting & Real-World Advice 34:11 – 36:29 | Design Tip: The Power of Chairs 38:54 – 41:16 | Getting a Client's Vision Out of Their Head 41:16 – 43:20 | Creating a Cohesive Aesthetic 43:39 – 45:11 | Rapid Fire: Trends & Details 45:25 – 48:22 | Budget-Friendly Design Secrets 48:22 – 49:20 | Emergency Kit & Final Tips

In this episode of The Hard Launch, host Natasha Yuhjtman sits down with Julian Leaver, luxury event designer and founder of Julian Leaver Events. Known for his signature blend of hospitality and high design, Julian shares how his background with Rosewood Hotel and Resorts inspired a decade-long career creating some of the world's most extraordinary weddings and events. Julian opens up about building his brand from scratch, the lessons learned from corporate hospitality, scaling a creative team, and building Loo, a solar-powered generator revolutionizing event design.  Together, Natasha and Julian dive deep into creativity, entrepreneurship, avoiding burnout, and how true success comes from building something bigger than yourself.   Follow Julian Leaver Events on Instagram Learn more abour Loo here Follow The Hard Launch on Instagram Watch the full episode on YouTube   Timestamps:  00:00 – Welcome to The Hard Launch & introduction to Julian Leaver 01:30 – Julian's early love for design and growing up in a family of architects 03:30 – How college events sparked his passion for hospitality 04:40 – The Rosewood Hotels years: lessons in luxury and hospitality 06:00 – Founding Julian Leaver Events and surviving the scrappy early years 08:30 – Getting sober and launching his business with clarity and intention 10:30 – How COVID became a business reset and growth catalyst 11:30 – Building a design team that complements your strengths 13:40 – The importance of data, marketing, and adapting to client behavior 15:30 – Inside Julian's creative process: how design boards come to life 18:00 – Using emotion and "the feeling vendors" to shape a wedding's vibe 22:00 – Taking risks: destination weddings and the art of saying "yes" before you're ready 24:30 – How to avoid burnout and let go of control as a founder 28:40 – The craziest luxury wedding experiences (and the lessons behind them) 32:00 – Introducing LŌŌ: the solar-powered event generator changing the industry 36:00 – From weddings to hardware: what it takes to launch a new product line 40:00 – How to turn creative ideas into scalable innovation 42:00 – Rapid fire: Julian's wedding do's and don'ts 45:00 – Why hotels are the best training ground for future entrepreneurs 46:00 – Final thoughts on leadership, systems, and staying organized

In this episode of The Hard Launch, host Natasha Yuhjtman chats with Caroline Crawford Patterson, the creative behind Everything But the Dress. From going viral on TikTok during lockdown to launching a groundbreaking bridal pop-up, Caroline shares how she turned creative frustration into a thriving business. They dive into how she challenged outdated wedding norms, bootstrapped her company from scratch, and helped spark a new generation of female-founded wedding brands. If you love stories about female entrepreneurship, creativity, and building something new in the wedding world, this one's for you.   Follow Caroline on Instagram Follow Caroline on TikTok Follow Everything But The Dress on Instagram Follow The Hard Launch on Instagram Watch the full episode on YouTube   Time Stamps: 00:00 – Welcome & Caroline's viral wedding story 02:30 – The first TikTok video that changed everything 04:40 – Building community through creativity during lockdown 06:50 – Challenging the outdated wedding industry model 09:20 – Why weddings needed a new generation of female founders 11:40 – The birth of Everything But the Dress and its vision 14:00 – The struggles of bootstrapping a luxury pop-up in NYC 18:30 – Patience, timing, and learning to pivot as a founder 21:00 – Intrinsic motivation and surviving the founder grind 23:10 – How Caroline organizes her creative "buckets" for clarity 30:00 – Building a personal brand as a multi-hyphenate creator 34:50 – Evolving beyond bridal and designing for new life stages 39:30 – The rise of women transforming the wedding industry 43:40 – Advice for women afraid to pivot or start something new 48:00 – Final reflections: "Don't be scared to start."  

In this episode of The Hard Launch, host Natasha Yuhjtman sits down with Lilli Donahue, the founder of The Prenup Podcast, to unpack one of the most misunderstood topics in modern relationships; prenups. From growing up amid a six-year divorce to leaving her job at Capital One to launching a prenup startup, Lilli's mission is to reframe prenups as the ultimate act of love, a tool for financial alignment, communication, and long term security. She opens up about her parents' divorce, her dad's advice that changed her life, and why she believes every couple should have "the hard conversations" early on. Together, Natasha and Lilli dive into financial transparency, emotional readiness, and how the next generation of couples can redefine what partnership truly means.   Follow Caroline on Instagram Follow The Prenup Podcast on TikTok Follow The Prenup Podcast on Instagram Follow The Hard Launch on Instagram Watch the full episode on YouTube   Timestamps: 00:00 – Welcome to The Hard Launch with Allie Dietz 00:30 – Meet Lili Donahue: her journey from Capital One to The Prenup Podcast 02:00 – The six-year divorce that shaped her mission 04:30 – Her father's advice: "Get a prenup" — and why it changed everything 06:40 – Leaving corporate life after grief and heartbreak 08:30 – How divorce trauma fuels her purpose 09:00 – The biggest misconceptions about prenups 11:20 – Why prenups aren't just for the wealthy 13:00 – Real stories from couples who wish they'd gotten a prenup 15:40 – Marriage, money, and communication — the new partnership model 18:00 – When and how to bring up the prenup conversation 20:10 – The truth about prenups, postnups, and financial harmony 22:20 – How financial transparency strengthens relationships 24:30 – The rise of dual-income couples and shifting gender dynamics 29:00 – Why modern women are driving the prenup conversation 31:20 – Balancing career, kids, and finances in a post-COVID world 33:40 – Lessons from building a DTC prenup brand and pivoting to podcasting 37:40 – Her advice on how to start the prenup talk with your partner 40:00 – "A prenup is the most generous thing you can do for your partner." 41:00 – Where to find The Prenup Podcast and connect with Lil

Welcome to The Hard Launch — the podcast where founder life meets the chaos, joy, and drama of weddings, relationships, and real life. I'm Natasha, a founder, mom, and entrepreneur. This show is inspired by my own journey — from planning my own wedding, to building a career in the wedding industry, to launching GIA, an AI-powered wedding planning app that's changing how couples plan their big day. In this trailer, I'm sharing why I created The Hard Launch: to have real, unfiltered conversations about what it takes to build something from scratch — whether it's a business, a relationship, or your dream wedding. Each episode dives into the messy middle of entrepreneurship and love — the behind-the-scenes stories that don't make the highlight reel but define what it means to launch something meaningful. Expect honest insights from founders, wedding experts, and creative entrepreneurs on balancing ambition, burnout, and relationships — and the moments of magic in between. If you've ever tried to juggle big ideas, love, and life all at once, this is your space to learn, laugh, and get inspired.   Follow us on Instagram and YouTube @TheHardLaunchPodcast