The Business of Luxury Weddings

What if success in luxury wasn’t about being seen—but about helping others feel seen? In this intimate In the Margins episode, Alicia Fritz—founder of A Day in May Events—pulls back the curtain on what it really means to serve at the highest level. From honoring generational legacy to staying grounded in the presence of extraordinary wealth, Alicia shares how her small-town values built a brand trusted by some of the world’s most private families. She reminds us: these moments aren’t for us. They’re for the families we serve—and the love they’re trying to preserve. If you’ve ever questioned whether kindness and integrity still belong in the luxury space, this is your answer. Guest Bio A native of Traverse City, Michigan, Alicia Fritz is the founder and Principal Designer of A Day in May Events, a nationally recognized event production firm sought after for mastering the art of entertaining. Alicia’s appreciation for hospitality is rooted in her company’s ethos; to architect milestone celebrations that embody the taste and priorities of her clients, accentuated by a strong sense of place and purpose in every detail. With a mission to preserve the unique history and life experiences of her clients and their families, Alicia and her team have been entrusted as strategic partners for their private, legacy clients for close to two decades.   Since 2007, Alicia has built a dedicated staff of event specialists and creative thinkers who operate with a methodical and intuitive system that prioritizes collaboration with their clients, respectful partnership with their creative teams and an unwavering commitment to a flawless event. Harmonizing an architect’s mindset with the imaginative and artistic touch of a great host, Alicia has been recognized as one of the country’s top event planners by VOGUE and Martha Stewart Weddings to name a few. From the serene, idyllic coastline of Northern Michigan, to the exquisite landscape of the South of France, and far flung locales likeMustique, Alicia and her team rarely create in the same place twice and welcome the challenge of producing these exceptional moments for beloved clients in unchartered territory.   For more information, head to https://www.adayinmayevents.com/ follow @adayinmayevents on Instagram.    Want a clear and comprehensive roadmap on how to succeed in the luxury wedding market? Check out the Business of Luxury Weddings course. You’ll learn the entire business model and thought process - so you can sign consistent 5-figure contracts, build a powerful network of the right people, and travel to iconic destinations. Learn more and join the waitlist at SageJourney.co.

In this episode—our second in a special series on great number twos in the industry—hosts James and Otto sit down with Dawson Mitchell, Director of Operations at Easton Events, the globally respected luxury event firm founded by the legendary Lynn Easton. Dawson shares the now-iconic story of getting fired on her first day—then showing back up the next morning with quiet determination and a plan to become undeniable. Nearly a decade later, she’s not just part of Easton Events—she’s integral to how it runs, scales, and protects its gold standard. This episode is a rare look inside the operations, philosophy, and expectations that have made Easton Events one of the most trusted names in high-end weddings. Dawson pulls back the curtain on ruthless self-editing, shaping team culture, and how she internalized Easton’s voice so completely she could finish Lynn’s sentences—and sometimes her emails. For planners, creatives, and leaders alike, this is a masterclass in earning trust, maintaining excellence, and growing inside a vision bigger than yourself.

In this episode, hosts James and Otto sit down with Bryan Rafanelli, founder of Rafanelli Events, the creative force behind some of the most iconic celebrations in the world—including Chelsea Clinton’s wedding and major White House events. But Bryan’s story doesn’t start with celebrity clients and presidential galas—it starts with frat parties, hand-drawn flyers, and a deep love for storytelling through design. Bryan shares how he built an industry-defining brand by focusing on relationships, risk-taking, and original creative thinking. From his “Rafanelli Rules” to his obsession with spatial scale, authenticity, and emotional connection, he opens up about the power of designing moments that feel deeply personal. Whether you're a planner, designer, or creative entrepreneur, this conversation is a masterclass in longevity, leadership, and standing out in a world of trends. Bryan doesn’t just chase beautiful—he chases the extraordinary. 🎧 Hit play, and don’t be surprised if you leave rethinking your entire approach to creativity.

Most wedding professionals think they’re selling a brand. They’re wrong. Clients don’t buy logos, color palettes, or fancy websites—they buy trust. And no one understands that better than Natalie Denyse, founder of In Good Company PR. In this episode, Natalie breaks down why most businesses struggle with branding (hint: it’s not about aesthetics), how to build a brand that actually lasts, and why high-end clients are making decisions differently than ever before. She also dives into the biggest marketing mistakes creatives make, how to break free from the Instagram hamster wheel, and why every business owner needs to sit down and redefine their mission at least once a year. Whether you’re a photographer, planner, or creative entrepreneur, this episode will shift the way you think about branding, marketing, and business longevity.

Weddings aren’t about perfect pictures—they’re about the in-between moments, the blurry edges, the unscripted, beautiful chaos. And no one captures that better than Preston Utley, a photojournalist-turned-wedding photographer who sees beyond the surface. In this episode, Preston takes us deep into his philosophy of shooting from the gut, anticipating emotion, and embracing imperfection. We talk about his early days covering ski races and crime scenes at the Vail Daily, why he left news photography for weddings, and how his daily meditation practice makes him the calmest person in the room. He shares why one honest frame can say more than 1,000 perfect images, the myth of timeless wedding photography, and how the best moments aren’t found—they’re felt. If you’ve ever wondered what makes a truly impactful photograph, this episode will change the way you shoot forever.

In this episode, we sit down with Mollie & Sunna, the powerhouse duo behind Bash Please, one of the most forward-thinking event planning and design firms in the industry. With backgrounds in luxury hospitality, private catering, and large-scale event production, they’ve built a firm known for its intentionality, authenticity, and ability to create multi-day experiences that leave a lasting impact. They dive into why experience matters in event planning, how they’ve strategically navigated both weddings and corporate events, and what it truly takes to stand out in an industry saturated with trends and Instagram-driven expectations. From why they prioritize hiring local vendors in destination events to their perspective on elevating corporate retreats beyond the boardroom, this conversation is packed with wisdom for planners, photographers, and creatives alike. If you’re looking to level up your business, refine your brand, and break free from the noise, this episode is a must-listen.

John Dolan, a legendary wedding photographer known for his minimalist style and the philosophy of 'The Perfect Imperfect,' shares his insights on capturing life’s emotional moments. He emphasizes the art of storytelling through photography, revealing how he focuses on quality over quantity by delivering just 15 curated images. Dolan discusses the importance of authenticity in wedding photography, adapting to the spontaneity of life, and fostering trust with clients and planners. His approach advocates for a more intimate understanding of wedding rituals, leaving creatives inspired to seek depth in their work.

Katherine Gray, Senior Event Producer at Michelle Rago Destinations, has climbed the ranks in luxury wedding planning thanks to her background in theater and her exceptional knack for anticipation. She discusses the vital role of a supportive 'number two' in high-pressure settings, emphasizing the importance of collaboration and humor. Katherine shares insights on maintaining professionalism with confidence and simplicity, as well as effective communication with vendors. Her advice on building trust and authenticity is invaluable for anyone in the wedding industry.

In this episode, we’re joined by Bianca Hall and Erica Vanco, the powerhouse duo behind Estera Events, a luxury wedding planning and design firm based in Chicago. Starting as interns and eventually purchasing the business in 2019, Bianca and Erica share their incredible journey of transforming Estera into a global brand known for stunning destination weddings and exceptional client experiences. They discuss how they navigated the challenges of taking ownership right before the pandemic and how this “trial by fire” shaped their approach to resilience and innovation. Tune in to learn how they craft highly personalized vendor teams, balance authenticity with ambition, and stay inspired by their clients and travels. With insights on their transition to a percentage-based pricing model and their passion for breaking industry norms, this conversation is packed with inspiration for wedding professionals and creative entrepreneurs alike.

In this episode, we sit down with Michelle Gainey, the visionary behind Lemiga Events, a luxury event design and planning company based in Atlanta. Michelle opens up about her inspiring journey of breaking racial barriers in the wedding industry while staying true to her authentic self. She shares how she overcame societal assumptions as a Black woman in the luxury market, transforming those challenges into opportunities to create meaningful and breathtaking events. With 20 years of experience, Michelle reveals how her focus on storytelling, collaboration, and authenticity has set her apart and earned her the trust of high-profile clients. She also discusses the importance of embracing your uniqueness, diversifying your offerings, and designing with purpose. Whether you’re a wedding professional, creative entrepreneur, or simply seeking inspiration, Michelle’s story is a testament to the power of resilience and authenticity in achieving extraordinary success.