Engagement Season

Why Are You So Much More Expensive?

Preparing for your least fave FAQ.

Photo by    Cameron Clark

Photo by Cameron Clark


“Engagement season” refers to the period of time each year when the most wedding proposals happen. In the United States, it runs from Thanksgiving (fourth Thursday of November) until Valentine’s Day. For many other locations, it starts just a few weeks later, going from around Christmas to Valentine’s Day.

The most popular days for engagements are currently Christmas day, Valentine’s day, New Year’s Eve, Christmas Eve, Thanksgiving, and New Year’s day – in that order.

Just like most good publicists will start prepping and pitching their clients’ Christmas campaigns in early Summer, wedding pros’ prep for engagement/proposal season should ideally already be underway. However, if you, like almost every wedding business owner, have been juggling a zillion things, the next best time to start is now.

For the month of October, I’m going to be mostly discussing the things you can do get your business ready so that yours can be the company they most love once the ring is on their finger.


When a potential client asks why you are priced so much higher (or less) than a competitor, the initial impulse is to compare everything you offer – line by line – to everything the competition offers.

While this may sometimes work, it is often a fool’s errand, as it immediately commoditizes the services you provide

The simple fact is that you most likely don’t know why your competitors are priced the way they are. 

  • Maybe they have a spouse providing for all of the family expenses, so they can afford to take a loss on projects as they build a brand name.

  • Maybe their only annual sales goal is to cover private school tuition for their kids.

  • Maybe they dropped out of law school and still have six-figures of student loan debt to repay.

  • Maybe they are motivated by the social signal of having the Louis Vuitton or Céline logo on their accessories.

  • Maybe they want to provide scholarships to Ivy League universities for foster kids.

  • Maybe they chose their price based on outdated advice given at an industry association meeting.

  • Maybe they are driven by ego, a need to be liked, or FOMO and will emotionally price projects at a lower rate in order to never lose a gig.

  • Maybe they don't understand luxury strategy and their price is only based on the equation of cost of goods + time.

  • Maybe they have higher overhead.

  • Maybe they have lower overhead.

  • Maybe they just picked their numbers out of the air.

You don’t know. So why not just say so?

Why are you $15,000 when Sally Anne Events is $5,000?
"I’m not involved in creating Sally’s business strategy, so I don’t know why she is priced the way she is. I am confident in what we offer and the experience and expertise we bring to the table and our pricing reflects that."

Maybe you expand on this explanation. Maybe you don’t.

Whatever you do, never knock the competition. The wedding industry may be large, but it is like a small town in that whatever you say will get back to them. It will always get back to them.

More importantly, you may need to collaborate with them in the future. If you’re competing on the level you want to be, then your competitors are most likely also good at what they do.

Stay up on what the industry and what your competitors are doing, but don’t allow it to change anything without deeply considering your own goals and strategies behind it. A knee-jerk reaction to a price difference doesn’t do you any favors in the long-term.


Originally published June 2016

Getting Through a Tough Season In Business

When it seems like everyone’s booked except you.

Event design by    Stefanie Miles   . Photography by    Cameron Clark   .

Event design by Stefanie Miles. Photography by Cameron Clark.

“Engagement season” refers to the period of time each year when the most wedding proposals happen. In the United States, it runs from Thanksgiving (fourth Thursday of November) until Valentine’s Day. For many other locations, it starts just a few weeks later, going from around Christmas to Valentine’s Day.

The most popular days for engagements are currently Christmas day, Valentine’s day, New Year’s Eve, Christmas Eve, Thanksgiving, and New Year’s day – in that order.

Just like most good publicists will start prepping and pitching their clients’ Christmas campaigns in early Summer, wedding pros’ prep for engagement/proposal season should ideally already be underway. However, if you, like almost every wedding business owner, have been juggling a zillion things, the next best time to start is now.

For the month of October, I’m going to be mostly discussing the things you can do get your business ready so that yours can be the company they most love once the ring is on their finger.


In addition to proposal season being just around the corner, we’re also in the midst of a decline in wedding spending.

While some would like to pretend this isn’t happening, it is a FACT that spending is down industry-wide – around the world, not just in North America – in every wedding budget category with the exception of the Ultra Luxury wedding market (budgets of $500,000+ not including the honeymoon).

If you’re feeling like everyone on Instagram is slammed with work except you, please know this is not the case. It is a weird, unpredictable, difficult time for the majority of wedding pros worldwide. Many of your colleagues are stressed, too, whether they show it publicly or not.

It’s a tough time to be an entrepreneur in the bridal industry, but if you’ve made it this far, you can make it further. I know this because when I think back to when I started my company, I’m amazed at how gutsy I was. 

I’m not the only one. You were amazingly gutsy, too:

Try not to go into engagement season dejected or feeling left behind. No matter how hard this season of business may be, make sure to remind yourself that you can do hard things. You already have. 


A previous version of this post was first published March 2017

Staying Top of Mind in the Wedding Industry

Especially if you’ve been here a minute.

Photo by    Cameron Clark

Photo by Cameron Clark

“Engagement season” refers to the period of time each year when the most wedding proposals happen. In the United States, it runs from Thanksgiving (fourth Thursday of November) until Valentine’s Day. For many other locations, it starts just a few weeks later, going from around Christmas to Valentine’s Day.

The most popular days for engagements are currently Christmas day, Valentine’s day, New Year’s Eve, Christmas Eve, Thanksgiving, and New Year’s day – in that order.

Just like most good publicists will start prepping and pitching their clients’ Christmas campaigns in early Summer, wedding pros’ prep for engagement/proposal season should ideally already be underway. However, if you, like almost every wedding business owner, have been juggling a zillion things, the next best time to start is now.

For the month of October, I’m going to be mostly discussing the things you can do get your business ready so that yours can be the company they most love once the ring is on their finger.


Your business is your baby. It is not everyone else’s baby.

This means that not everyone loves it the way you do. It does not consume their mind the way it consumes yours.

We get so wrapped up in our own business bubble that we assume everyone else saw our work or heard us say something the first time. We assume that the people who follow us looked at every post we put on Instagram, Stories, or Facebook. We assume they opened every newsletter or read every blog post. We assume they clicked on every link we excitedly shared when we were published in a magazine or made an appearance on morning TV.

Although we intellectually know this isn't true because of algorithms and email open rates, we behave as though it is.

We get annoyed if someone asks a question we’ve already answered. We feel hurt if someone doesn’t know we landed the destination wedding of our dreams. We feel snubbed if we aren’t included in a feature on a wedding trend we invented.

Sure, maybe they are just bad at paying attention. The reality, though, is that even your biggest fan has likely missed an update from you at some point. They’re busy, you’re busy, we’re all busy. We all tend to our own babies first.

When it comes to sharing your work and expertise, it's okay to repeat yourself.

That photo from one of your fave weddings that you already posted two years ago? You can post it again.

The blog post from five years ago that really resonated with people? It will probably still resonate, both with new readers and people who will benefit from the reminder.

The advice you dished out on the top 10 things to look for when choosing a wedding venue? That is helpful information that each year's "new class" of engaged brides and grooms needs to know.

As we get ready for Engagement Season, it's okay to bump up your best work to the top of your feed.

Don't let anyone make you feel guilty or like you have an ego if you choose to do so. We all have movies or TV shows that we'll stop and watch every time they're on. We buy books we love to read over and over. We have favorite vacation spots and restaurants that we know like the back of our hand yet find something new-to-us every time we visit.

Keep flexing your creative muscle and sharing new work, but don't forget that you have a deep archive that shows you've been here a minute and are good at what you do.

Tell people. Again.