Women in business: life as a wedding planner 

Considering wedding planning as a career? A real-life wedding planner shares her typical day and advice for to-be wedding planners.

Codey Sher, a 25-year-old from Toronto, took an unconventional path to her career as a wedding planner. Initially set on becoming a criminal lawyer, Sher’s aspirations took a sharp turn when the COVID-19 pandemic struck and she decided to follow her passions.  

Despite her passion for law, the day-to-day reality of the profession didn’t excite her. “I started researching other jobs when I came across event planning. I felt like I just knew this was made for me. It took all my passions—food, fashion, design, organization, problem-solving, and just being the ultimate host,” she says.

The path to wedding planning

The turning point for Sher came when she discovered an event planner-entrepreneur who was living her dream. “I wasn’t sold on the idea that I could make money in this career until I came across an event planner who was doing everything I dreamed of,” she explains. “That’s when I decided I could follow my dreams and be successful.” This realization led her to an internship, a full-time position, and eventually, the confidence to start her own company, Codey Erin Event Co. 

“It feels right,” Codey says. “So many people around me are starting to get engaged, and I know some people say not to work with your friends, but so far, they have truly been my best clients and my biggest cheerleaders. It means so much to me that the people who know me best trust me to plan their most special day.” 

Starting a business at a young age comes with its own set of challenges and rewards. Imposter syndrome is a common struggle among young professionals, but not so much for Sher. “I kind of have the opposite of imposter syndrome when it comes to event planning. I truly feel like I was made to do this job. Of course, I get nervous about creating the perfect event, but for the most part, it comes naturally to me.” 

Sher’s inspiration for event planning can be traced back to her childhood. “My mom was always hosting friends and family when I was a kid. She always had the coolest place settings and decor items around the house. Everyone said she was the best host, and I think I always knew I wanted to emulate that in my own life.” 

Working life

A typical day in Sher’s life as a wedding planner varies. “Many of my days are full of sitting at my computer, sending emails, and working through logistics. Other days are filled with meetings with potential clients, and vendors, design meetings, and site visits. Weekends are generally onsite for events, with one day for setup and the next for coordination. In peak season, it really is seven days a week.” 

According to Sher, the key skills to being a successful wedding planner include organization, creativity and being a people person. “You could be the most organized or creative person in the world, but if your clients don’t trust you, you’re at ground zero.” 

Staying organized and managing time effectively is critical. Sher uses the software ASANA to keep track of details and ensure everything is moving in the right direction. 

Managing client expectations is also crucial. “I try to understand the client’s guest count and budget compared to their vision and be super honest with them from the get-go about what the results will be. This has caused clients to walk away, but I’d rather be honest and have them decide I’m not the planner for them than to rope them into choosing my services and then explain they can’t have all the things they want.” 

One of the biggest challenges Sher faces is getting new clients. “It’s a unique business in that your clients are generally one-time clients. But I find that past clients tend to be my biggest cheerleaders, and I get a lot of exposure from events where the guests end up being future clients.” 

Moreover, handling last-minute changes and unexpected issues on the wedding day requires flexibility. “I tend to think of the wedding as a living, breathing entity. Sometimes you just have to accept situations for what they are and focus on solutions.” 

Looking to the future

Codey aims to create unique, bespoke weddings rather than following trends. “I want a wedding to be a representation of the couple and the marriage of their lives. I’m happy to use a popular idea if I really like it, but generally, I stay away from cookie-cutter weddings.” 

Balancing creativity and practicality begins with logistics and then finding interesting ways to meet the couple’s needs. “Sometimes you start with an exciting idea and then work backwards to make it work logistically.” 

For those considering a career in wedding planning, Sher advises gaining hands-on experience. “Become an event assistant and work events on the weekends with planners whose businesses you want to emulate. Hands-on experience is invaluable.” 

When choosing a wedding planner, Sher suggests couples consider how the planner makes them feel. “You spend a lot of time with your planner in the year leading up to your wedding, so the most important thing is if it feels like a good fit.” 

Every wedding Sher has planned feels uniquely special. “I get to know each couple so well that it’s like watching friends get married every single time. I love them all the same!” 

The most rewarding part of being a wedding planner for Sher is the impact she has on her clients’ special days. “I love being part of the reason the couple is so happy with their wedding. Every time I get appreciation messages, it re-affirms my feeling that I was made to help people curate their most special days and their lifelong memories.” 

For more about Codey Sher and her wedding planning services, visit her website and follow her on Instagram.