Own Your Business

Bookings feel slower. Buyers seem harder to reach. The market feels crowded and uncertain. If you’ve been wondering what’s going on, you’re not alone.In this solo episode, I’m walking through what I see happening across the wedding industry right now. I’ll share my perspective on shifting buyer behavior, rising competition, changing definitions of luxury, and the day-to-day challenges of trying to grow a creative business in a more complex market.This episode is here to give you clarity. Not just about what’s happening, but about what to focus on. Things feel different because they are. But that doesn’t mean your business can’t grow. You just need a clear view of the landscape and a plan for how to show up inside it.Takeaways:Luxury is about how you make people feel. A beautiful design means less if the experience behind it is stressful or disconnected.There are only so many premium clients to go around. More vendors are chasing fewer seats at the high-end table, which makes relationships and consistency even more important.You don’t need a perfect booking. Two out of three is enough. If the price is right, the project is interesting, or the client is kind, take the win.Results follow effort. Keep improving your follow-up, your portfolio, your proposal, and your presence. Focus on what you can control and keep showing up.

A candid, behind-the-scenes conversation with top wedding industry pros about what’s really going on in 2025 and how to move forward.If you’ve been wondering whether the slowdowns, buyer shifts, or budget stalls are just you, you’re not alone.This panel brings together five of the sharpest minds in the business to tackle the hard truths shaping today’s market. No fluff. No sugarcoating. Just real talk from people who are in it every day, with clear insights into what it takes to thrive in a rapidly changing industry.Whether you’re feeling stuck, confused, or ready to pivot, this replay is your chance to get clarity and direction for the road ahead.Panelists:Abby Jiu, Photographer, Abby Jiu Photography, Duet Social MediaDaniel Kim, Photographer, Daniel Kim PhotographyLaura Ritchie, Principal Designer, Grit & Grace Inc.Eleanor Scola, Director of Sales, NuageKimberly Richmond, VP of Sales (Weddings), ALHISam Jacobson, Founder, Ideaction Consulting and Duet Social MediaWhat You’ll Hear:What’s really behind slower bookings and sales this yearWhy traditional marketing and sales tactics are falling flat, and what to do insteadHow top-tier vendors are adapting to buyer behavior shiftsWhat to expect in 2026 and how to prepare your business nowThe biggest mistakes people are making and how to avoid themKey Themes:Market contraction versus mindset trapsElevated expectations with lower lead qualitySales cycle realities and buyer psychologyRecession-proofing your brand and offer

This episode unpacks the biggest myth in the wedding industry: that “luxury” means expensive visuals and high-end aesthetics. If you’ve been chasing the look of luxury without getting luxury clients, this one’s for you. We break down what today’s buyers really want, why most pros get it wrong, and how to make your brand feel elevated through clarity, systems, and experience.In this episode:Why chasing luxury aesthetics leaves you burned out and stuckWhat modern luxury clients expect (hint: it’s not just pretty)The difference between looking high-end and delivering high-endHow to upgrade your process to feel effortless and elevated

More clients, more revenue, more help — but also more chaos? You might not be growing a business. You might just be making more work.Summary:In this episode, we break down the common trap creative entrepreneurs fall into: mistaking hustle and busyness for true business growth. We’ll explore why your efforts to “grow” might actually be making your life harder — and how to redefine growth in a way that gives you margin, clarity, and freedom. If you’re feeling stretched thin but still stuck, this one’s for you.Takeaways:The subtle but dangerous difference between growing a business and just making more workWhy hiring, more services, or new offers often don’t solve the overwhelmHow brand clarity and systems are the real drivers of sustainable growthWhat it looks like to pursue “margin over movement” in your businessCTA:Want to get out of the hustle and into actual growth? Join us at the Shift Business Retreat — a live, in-person experience where we help wedding pros like you reset, refocus, and build a business that runs with you, not on you

If your offer is good — maybe even great — but you’re still not booking enough of the right clients, you’re not alone.In this episode, we unpack why even the most refined services can fall flat when they’re not framed around what the client truly wants. From over-explaining deliverables to diluting your messaging with too much detail, we walk through the real reasons your offer might be getting passed over — and how to shift your approach so your value lands with clarity and confidence.Takeaways:Why a strong offer can still fall flat if it’s framed around you, not your clientWhat business owners do when bookings are low — and why those fixes backfireHow messaging becomes diluted when you grasp for attention or try too hardThe difference between selling the outcome and selling your process

Show NotesIf you’re doing all the right things but still not attracting the right clients, the problem probably isn’t your visibility — it’s your clarity. In this episode, we talk about what unclear messaging sounds like, how it confuses your buyer, and why posting more, showing up more, or networking harder often backfires. You’ll learn how to spot the real issue and what to focus on instead if you want better inquiries from clients who actually get what you do.Takeaways:What unclear messaging sounds like and how it shows up in your businessWhy visibility without clarity creates noise, not conversionsThe long-term impact of fixing surface problems without solving the root messaging issueWhat changes when your message is actually clear and buyer-aligned

Think your sales process is helping you book more couples? It might be doing the exact opposite. In this replay of one of our most popular episodes, Sam breaks down six sales tactics that seem smart on the surface but actually hurt your chances of booking. From proposal deadlines to automated replies, you’ll learn why these strategies often fail and what to do instead to convert more inquiries into paying clients.Takeaways:Why scarcity tactics like proposal expiration dates can push buyers away instead of prompting actionHow over-qualifying leads can hurt your booking rate, especially if you’re not getting enough inquiriesThe problem with treating discovery calls like sales pitches and how to shift your approachWhy quick, personal responses often matter more than polished automation in a luxury market

Last week, we talked about them—your buyers. Their psychology. Their motivations. What makes them say yes.But this week? We’re turning the mirror around.Because here’s the uncomfortable truth: Too many business owners are building companies to please other people.Trying to match what their peers are doing. Trying to win over buyers who may not even be the right fit. Trying to make their business look impressive from the outside while feeling completely misaligned on the inside.If that’s you, I want to shake you by the shoulders (gently) and say: You didn’t start your business to impress strangers. You started it to create freedom from a 9-5, from boring work, from doing what other people tell you to do.So let’s go back to the real question: Why do you own your business?What motivated you to step out on your own in the first place? What do you really want from this thing you’re building?This episode isn’t about your clients. It’s about you.I’ll walk you through the 9 core psychological motivators that shape not just how we buy but why we start businesses, how we grow them, and the decisions we make along the way. I’ll share my own stories, from my early days of chasing esteem and achievement to what actually fuels me now: autonomy and empowerment.And I’ll challenge you to get brutally honest about what’s driving you so you can start building a business that actually serves the life you want.No more old goals. No more outside validation.If you’re looking to stare burnout in the face and laugh, it’s a helluva lot easier when you believe 1000% in why you’re doing what you’re doing.Let’s talk about how to own YOUR business.

Today’s wedding couples aren’t booking vendors just for pretty pictures - they’re booking for how you make them feel. In this listener-favorite episode, we break down the emotional and psychological drivers that influence their decisions. You’ll learn why surface-level wants like flowers or photos are really about deeper needs like belonging, esteem, and connection, and how to uncover those needs in your clients. Packed with practical examples for planners, photographers, stationers, and more, this episode will help you craft messaging and experiences that resonate at an emotional level and inspire couples to say “yes.”What You’ll Learn:The 4 core desires driving wedding clientsWhy emotions matter more than detailsHow to craft messaging that connects on a deeper level

Selling to BTS Decision-Makers with Amrit Dhillon‑BainsSelling and managing luxury weddings is hard enough. Add multiple decision makers, deep cultural traditions, and high emotional stakes — and it becomes a true test of your sales and client service skills.In this episode, Sam sits down with Amrit Dhillon‑Bains, founder of Anaïs Events, a Northern California–based planning and design firm specializing in upscale, highly personalized South Asian weddings. Amrit brings a rare blend of creativity, business acumen, and cultural insight to her work, helping families plan multi‑day celebrations with hundreds (sometimes thousands) of guests — while keeping everyone aligned.Amrit shares how she:Identifies and maps out key stakeholders early in the processGains trust and buy‑in from even the quietest or most resistant decision makersHandles sensitive family dynamics with empathy and authorityPrepares clients to make informed budget decisions without alienating themPersonalizes proposals and sales conversations for each unique family and situationBalances flexibility and boundaries to maintain a sustainable businessWhether you work in luxury weddings or simply want to improve your ability to sell and serve complex client groups, this episode is packed with insights you can apply right away.Connect with Amrit Dhillon‑Bains:Instagram: @anaiseventsWebsite: www.anaisevents.com

Welcome back to the podcast! This time of year, so many wedding pros are deep in the ramp-up for busy season juggling timelines, emails, client meetings, vendor questions, and still trying to execute this weekend’s wedding on top of it all. It’s exciting, but it’s also exhausting. And if you’re not careful, it’s easy to say yes to everything… and end up with nothing left in the tank when it really counts.That’s why today I’m sharing a replay of one of my favorite episodes all about the power of saying no.If you’ve ever found yourself stretched too thin, feeling like there’s no room left for the work that really lights you up, this conversation is for you. We talk about how saying no — even during your busiest months — can actually help you prevent burnout, recharge your batteries, and keep you focused on what matters most.Because when your calendar is packed with low-priority tasks, there’s no space left to say yes to the big opportunities that can move your business forward.So as you head into the thick of wedding season, take a breath and listen in. Let’s dive into the replay.

In this episode, I’m joined by negotiation expert Alex Carter and executive presence coach Anne Marie Nest for a conversation about what it really means to lead with presence. We talk about the myths around confidence, how to interrupt negative self-talk, and why executive presence isn’t something you’re born with—it’s something you can learn and practice. Alex and Anne-Marie share personal stories, practical tips, and simple strategies you can start using right away. If you want to show up with more clarity, confidence, and command in your business, this episode is for you.

If you’ve ever felt stuck in your pricing, messaging, or marketing — this episode is for you. We’re digging into the real difference between confidence and competence, and why clarity is the missing link for so many creative entrepreneurs. You’ll hear why “fake it till you make it” rarely works in the long run, how competence builds true confidence, and what to focus on if you want better inquiries, stronger sales, and more aligned clients. Ready to stop guessing and start growing? Let’s get into it.

What happens when a luxury brand scales without losing its heart?In today’s episode, I’m sitting down with Eleanor Scola and Pablo Oliveira from Nuage Designs to explore exactly that. You’ll hear how a hospitality setback led to the founding of one of the most beloved names in high-end event rentals—and how trust, humility, and shared values have shaped a thriving leadership dynamic. This one’s a masterclass in growing with integrity and trusting your team.Let’s dive in.

Success doesn't happen by accident. It’s done on purpose, when someone decides what they want with clarity and then maps out a plan to make it happen.Today's guest, Twah Dougherty, started her career as a wedding photographer with a very specific intention. If you asked her, she would say it was her vision - and a big part of it relied on building expertise in a few key areas for her business. Today, Twah shares her story of stacking those skills she needed to grow her business into the powerhouse it is now.How to communicate with affluent and ultra-affluent buyersHow to pinpoint your ideal client avatar and create messages that matterHow to identify the soul of your business and remain true to it as you grow

Social media strategy is more than just posting pretty pictures.At least that's what we say at Duet Social Media, the new agency, Abby Jiu and I cofounded during the winter.I had Abby on a few months ago to discuss 2025 social media trends, and we had an outstanding response from the audience. On today's episode, we talk about how to create a strategy for mid and long-term success based on more than just showcasing your portfolio in your IG grid.You'll take away from the conversation:Core components for a solid social strategyThe power of a personal brand story on IGSimple ways to engage your audience to boost your postsThree common misconceptions about social media in the wedding industry at the luxury levelGet ready for your head to get bigger - and hopefully your inbox fill with more ideal clients - in the next 40 minutes.

Everyone in the wedding industry wants to level up their business. So it's not a matter of if, it’s more how. How do you pick the right kind of client? How do you align yourself with the right kind of professional in your network? How do you prioritize all the different tasks that need to be done as the boss? How do you allocate your time, money, energy, and resources to get from where you are to where you want to be?Today I bring on my friend and client Julian Leaver, to talk about his journey over the last decade building a wedding business that targeted very specific ideal clients in three distinct phases as he grew his company.We dive into:What kind of ideal client he started with when his business got goingWhen he knew that it was time to level upWhy he chose to pursue a safer path with more steps rather than make big leapsHow he found that fast is slow and slow is smooth when it comes to elevating your brandIf you're looking for real talk about what it's like to level up your business from someone who made the moves over the last decade, this is a conversation you don't wanna miss.

Many business owners in the wedding industry got their start accidentally. Others found their way here because of a passion for creativity or art, and wanted to express it as a profession.But there are a handful of others who had a dream of being an entrepreneur, and found the wedding space as fertile ground for planning the seeds of their business ideas.Today's guest, Brittany Lo, founder and owner of Beautini and Beia, joins me on the podcast to discuss her journey as an entrepreneur over the last decade, including:How she delegates work to a team in order to grow her businessWhat she spends most of her time on as the CEO of the companiesWhere she seeks guidance and support when she's expected to have all the answersRecommendations for spending more of your time working on the business rather than in businessIf you wanna take your company to the next level, you have to know how to be a boss. Brittany shares exactly how to do that.

Who wants more time back for personal life? Or maybe you want to spend more time doing things you love with your business rather than things you don't or things that are difficult?The key to making these things happen is freeing up room in your calendar by getting other people to do work for you. One of the best ways to bring in somebody to help take care of miscellaneous tasks that are under your pay grade or you don't like doing - or both - is to hire a VA. Where do you begin? And how do you find the right one? And what do you have them work on?Today, I sit down with Katie Hendricks, owner of the VA agency, Masterfully Managed, who runs a team of VAs for luxury wedding vendors who want to spend more time doing what they love and less time stressed about the details they don’t want to worry about.You’ll learn:When is it time to consider a VA?How could you tell which VA will be the right fit for you?What kind of work can a VA help with?Are there any red flags to watch out for when hiring or assigned to a new VA?

When I ask clients: What does success look like to you? I get a variety of responses. The two most popular are, 1) I want to move into the luxury market, and 2) I want to scale my business to include a team.We spend a lot of time on the podcast talking about how to move into the luxury market, but not nearly as much time exploring what it looks like to scale your business with the team.This week I bring in Taryn Blake, one of our clients who found wild success in all the places most people tend to struggle.In our conversation we cover:What motivated her to build a team in the first placeHow she kept quality standards at the forefront in her strategyThe roles in the company that she spends most of our time onHer version of a solid company cultureIf you've ever considered growing your team beyond just yourself, this is the perfect episode to see what it's like from somebody else's proven path.