Events Luxe creates some unbelievable events! From parties beaming with bold color combinations to weddings built around interestingly laid out floorplans, there’s never a dull moment with Amanda and Tiffany, the awesome duo behind Events Luxe. These two are design geniuses that can also wrangle logistics like it’s nobody’s business. From keeping an eye on the catwalk to tabs on interior décor trends, they pull inspiration from across industries to stay ahead of the curve in event design, always creating something unique and current while making sure it will stand the test of time.

Oh, and when you work with Events Luxe, you don’t have to pick between Amanda or Tiffany, you get both! This dream team spearheads each event together, with one of them focusing on design and the other leading the planning side. Let’s find out more about these two and the behind the scenes at Events Luxe…

Nüage Designs: Tell us your story – how did you begin designing and planning weddings & events together?

Events Luxe: We [Amanda and Tiffany] met when Tiffany’s husband-then- boyfriend’s roommate brought home a new girlfriend (Amanda). We were wearing the exact same pair of Armani Exchange jeans (remember when AX was cool?) and the rest is history! Quickly after, Amanda was married, living in St. Louis, and wanting to leave her career in insurance to pursue a much more fun and creative path in event planning. She reached out to Tiffany with the idea, knowing that as a St. Louis native with years of corporate and charity event planning experience in the area she was her ideal partner. Fast-forward to present day, seven years later, their business focuses on weddings and other celebrations, bringing a unique design to each event.

ND: Your designs always feel so fresh and unique, where does this inspiration come from?

EL: We gain inspiration from the TV shows we watch, the runways we follow, home fashions, hot colors and patterns, and what we like to see ourselves. Usually we’re not looking for inspiration – but something can just strike us just the right way. What we focus on is never doing what is “hot” right now. We like to get inspiration from what we see, and create what we think is unique or could be hot in the future – once you do what is hot right now, it’s over. We never want any client’s wedding to look dated or drab when looking back a few years later. We want them to always look fresh, unique, and fun. It’s also important to us to never make anyone’s wedding look like us – but look like them. We will have our ideas, but our ideas will always come from the inspiration of our clients as a couple, so that every wedding looks like THEM.

ND: You like to consider yourselves designers first, who are also great planners, instead of vice-versa, how does that set you apart from your competition?

EL: We like to consider ourselves designers who are great at planning, versus planners who can “do” design. This is important to us because design is what gets us up in the morning. What sets each wedding apart from the next is the design: the look, the feel, and the experience. The planning part is pretty standard across the board, but every wedding will feel different and unique. We think that focusing on this methodology sets us apart because we will never provide anything cookie cutter.

ND: How is the collaboration process with your clients? Where does the basis for their wedding begin?

EL: Each wedding begins with a custom budget. Once the budget is approved, we get started on the design process. The first step here is providing each client with his or her Style File, which is created, based on an initial design meeting. It is a one-page inspiration board collage that mainly highlights how we will showcase their proportion of color. Many weddings could be blush, gold, and ivory – but it’s the proportion of color that makes weddings different. Does the wedding, overall, look ivory with some metallic accents? Is the wedding overall more blush? Once the Style File is approved, we begin a Design Proposal, which highlights each and every element that we think should be included and how they all work together to create to cohesive design to suit that particular client. Once the design proposal is approved, we start selecting and booking every detail!

ND:Do you ever find it difficult to push clients towards what they might see as an “edgy” design?

EL: Sometimes clients come to us with ideas of what they want included in their Big Day and sometimes, they don’t know more than maybe a color or two that they have in mind. Either way, we have no problem bringing ideas together and creating something they never knew they always wanted. It is always a collaborative effort. It’s not our show. We just bring the ideas that we think will be “them” to the table and make our recommendations of what we think will be the most interesting and unique. Not all clients who want to work with us are edgy; sometimes they are more traditional or want to do certain things. We’re happy to work with any request so long as we are able to recommend a unique floor plan, a fun idea for the guest experience, a cool ceiling treatment, napkin fold, or even if it’s just a different way to utilize the! We find most modern brides are looking for this type of personalization.

ND: What are some of your trademark styles?

EL: Creating unique floor plans is one of our trademarks. We don’t usually design a room full of all round tables (but we can if that’s the client’s dream). Typically, other shaped tables are included and are laid out in a unique or interesting pattern. We also love ceiling treatments to draw the eye up, whenever possible. Also, when given the creative freedom, we love an interesting and bold color palette. We aren’t ever afraid of color (or pattern!) and we don’t think you should be, either!

ND: What is your advice to couples coming to you with a “trendy” design in mind?

EL: We usually advise against anything that is trendy right now. Once they see their beautiful photos six months later, the trend will be outdated. We like to find the balance between forward-thinking and traditional, so that their photos always look amazing and not outdated, yet look unique and special to them!

ND: If you could plan/design a party for anyone in the world, who would that be?

EL: [Tiffany] I want to plan Lady Gaga’s eventual wedding.

[Amanda] Princess Kate Middleton! This is pretty funny because Amanda and I love to blend hard and soft, sexy and romantic, modern and traditional… if we were to blend these events we’d really have something interesting!

ND: What is your favorite thing about designing weddings?

EL: Doing it differently every single time. Creating something unique to each individual couple is what gets us out of bed in the morning, what fuels our fire for this business. We love creating something that they will find incredibly special forever!

ND: Last one, because we have to pick your brain while we have you, what trends do you see for the spring wedding season?

EL: We saw that natural organic feel of bohemian inspiration big in 2016 and see that continuing in 2017, but being elevated a bit to a more elegant place. Or maybe that’s just how we like to do “Bohemian”! We call it Boho-Luxe, of course. We also see a trend of accessories or props as centerpieces versus traditional vases. This can combine modern unique candleholders, marble accent décor, piñatas (yes we’ve done that!) or even a canister or jar like you would see as an accent piece for home décor at Z Gallerie. Pro tip: not all centerpieces sit on your table. Sometimes they can hang above it! (We do this a lot).

ND: Are there any color palettes that you’re dying to use?

EL: We would love to work with a mauve/green or mauve/blue combination. We love choosing colors that seem like they won’t really go together and then making something truly striking and fabulous. We love using a range of colors in a palette instead of one single tone of each color. We think this makes things feel more organic and looks much better visually.

ND: Any other thoughts that you’d like to share with us?

EL: Trust your planner and designer. If you have hired them, you are obviously drawn to their eye and creative approach, and have seen what they can do on their site or Instagram. If they’re experienced and creative, know that they will do whatever they can to create something special for you to remember forever. They probably want you to participate and know who you are as a person or couple, so they can wow you on your wedding day when you walk into that room and it feels just like you!

Venues The Ritz Carlton St Louis, Wildwood Hotel,Hyatt Regency at the Arch, Forest Park World’s Fair Pavilion, Westin Downtown St Louis, The Caramel Room at Bissingers, Missouri Athletic Club, Downtown | Floral The Crimson Petal, The Special Event Florist, BUDS Florist, Belli Fiori | Photography Grace Havlak, Clary Pfeiffer, Kurtis Hall, Lisa Hessel, Eichar Photography, Pinxit Photo, Image Service Photographers (Italy), Mike Cassimatis | Stationery PaperCut Invites, PK Paper Art | Furniture Rentals Aries Co, Weinhardt, Premier Rentals | Linens Nuage Designs 

Fun fact: There are over 1.8 billion images shared daily…that’s a lot. Kristi Drago-Price, founder of Editor’s Edge, knows that and thinks it’s kind of awesome. She also thinks that your images now need to be worth waaaay more than a thousand words to compete with all those selfies and cat memes!

That’s what Editor’s Edge is all about – finding (or creating) the perfect visual content to represent your brand and connect with your ideal clients to make your business a great success. That can entail anything from photo shoot art direction to re-branding or even just curating your images better. We sat down with Editor’s Edge to get a sense of how visual content curation can really up the ante and it was eye opening!

They curated a styled photo shoot for us, for anything from digital to print, showing us how the right images can tell the right story so that your brand rises above the rest. Get ready to take some notes to #sharpenyourbrand!

Nuage Designs: Why is image curation so important?

Editor’s Edge: We are in the midst of a visual revolution! Visual content is processed 60,000 times faster than text and with just eight seconds to grab a person’s attention (or, slightly less than that of a goldfish), creating compelling visual content is the only way to stand out in an over-saturated market. It’s crazy but a viewer will remember only 10% of what they hear, 20% of what they read and 30% of what they see.

ND: What elements should be included in the telling of a styled wedding story, such as on a business website or for editorial?

EE: Styled shoots are all about providing the viewer with inspirational ideas and eye candy. In general florals, cakes, table settings, stationery and the occasional fashion item are what potential brides/grooms are looking for – something that they would tear out to show their wedding vendor.

ND: Is there a balance to strike between overall shots, details shots, bride shots, etc. in a photo gallery?

EE: Yes, you need a little of everything to show range. Think of it like a movie; you need to set the scene, introduce characters, go in for the close up and use transitional images to get to the next scene. You are telling a short story with a gallery of images (key word is short story), like a trailer to the movie.

ND: What should be the goal with each gallery of images?

EE: Your goal should be to make the viewer feel something in 3 seconds or less. I call it the Liz Lemon/Tina Fey “I want to go to there” feeling. Backstory on that – Tina Fey was on Fallon and explained where that line came from. She was up late on the computer researching family vacations and clicked on Disney World. Unbeknownst to her she heard “Oh Momma I want to go to there!” which came from her daughter who had sneaked out of bed. In one 3 second click Disney World created all the feels!

ND: How many images do you recommend when curating a gallery? Is more always better?

EE: This is a question I receive all the time and I wish there was a set equation. It really depends on how a gallery is presented and viewed. For example an overview grid style gallery can have more images because the viewer is absorbing content quickly whereas a slideshow should have less images because viewers don’t have patience. Think of yourself when you are browsing online. How many clicks before you move on? You need to present images that say more with less clicks/swipes.

Editor’s Edge Public Service Announcement: While trendy, sideswiping galleries are the WORST. Viewers need to have control of speed and have a sense of how many images are there. Sideswiping galleries should only be used as a decorative element.

ND: How often do you recommend going through to update online portfolios/galleries to keep your brand fresh?

EE: I suggest every 3-6 months so by years end you aren’t overwhelmed. Curating your own work is not easy. You need to treat is like exercise. First you need to drop the weight (remove images/galleries that no longer represent your brand) and then you can go in and sculpt (re-organize images).

ND: Do you encourage curating your visual presence on social media?

EE: Yes! Social media, specifically Instagram is an outreach of your brand. Consistency is key. Instagram has even replaced blogging for many brands.

ND: How can images on social media drive business?

EE: We are a multiscreen society. Potential clients are looking at your brand from all angles. I use the Zappos example. When you find a pair of shoes that interest you, you can click to see them from all angles, read the reviews and in come cases watch a little video of a person wearing those shoes. Couples will “stalk” potential vendors from all angles (not just your website) and Instagram is one of those angles. It is like a mini portfolio.

ND: Where do you look for “eye-candy” as inspiration in your work?

EE: I have to say living in NYC there is “eye candy” all around! Walks in the park, visiting museums and even the fonts used on subway ads can inspire. You just need to open your eyes and absorb.

ND: How does an edited, curated brand presence grow business and help reach the ideal client?

EE: What you put out is what you will get back. If you no longer like working at a particular location then don’t show it! Only put out what you would do again in a heartbeat.

ND: What’s on the horizon for EE?

EE: We just completed a rebrand Editor’s Edge including a new website. It was an interesting experience to put myself in my client’s shoes and feel the feels of such an intense process. Hunkering down, swallowing my own advice and basically saying, “God, no wonder people hire Editor’s Edge this is SO hard!” It is exciting (and nerve wracking) to put your brand out in the world. I’m looking forward to working with new clients to discover their visual voice and sharpen their brand.

ND: Any advice you’d like to leave us with as we continue to explore our own visual brand?

EE: Taking the first steps to discovering your brand’s visual voice can seem daunting. You are not alone.

Photography Whyman Studios | Coordination + Design Color Pop Events | Florals, Design and Styling Juli Vaughn Designs | Rentals Patina Rentals | Dresses Amsale | Hair Styles on B | Makeup Nicole Sievers Make-Up Artistry | Suit J. Crew | Jewelry Confetti by Annette and Susie Saltzman Custom Fine Jewelry | Cake Nine Cakes | Linens Nuage Designs | Calligraphy Everly Calligraphy | Paper Goods Sincerely, Jackie | Venue Weylin B. Seymour’s