It’s no secret that the planning and design of a wedding plays a huge part in capturing the essence of a couple. It’s not every day that you get married, which is part of the reason they’re special, and why couples feel such a great pressure to organise an unforgettable celebration. At weddings, we want our loved ones to feel like they are a part of our special moment, and to know how important they are in making the day one we will never forget.
It takes a special kind of person to be able to translate a couple’s ideas and requests into uniquely tailored styling for their wedding day - it’s certainly not just a case of putting up a few balloons and flowers! And Emily, mastermind behind Memory Lane Events, has just that gift.
We spoke to Emily about the passion and inspiration behind her business, her approach to event planning, and the challenges she has faced (and overcome) along the way.
Tell us a bit about yourself?
I am the Creative Director and Head Stylist of Memory Lane Events. I also work as a Conference and Events Coordinator for a national hotel. I have loved working in the events industry for over five years and have gained great knowledge across various fields from fundraisers to corporate events, social and weddings. After completing a Bachelor's Degree at UniSA I started my journey with Memory Lane which has given me great passion, challenges and excitement; it has really made me grow not only as a business but as a person. Doing something you love everyday helps you to stay motivated to create, grow and succeed.
What drew you to event styling/wedding planning? Did you always know you would end up in this field?
Absolutely! I have always thrived in working in fast-paced environments, meeting and building trusting relationships with clients, and having a high level of organisation and attention to detail. To me, there is so much satisfaction gained in seeing the countless hours of concept creating and planning come together at an event exactly as envisioned; for your client and for yourself.
Our styling and planning packages were carefully curated to reignite the spark for many couples finding themselves overwhelmed by the planning process and the wonderful world of Pinterest. With a passion for romance, dreamy landscapes and detail, I launched our Styling and Planning packages with a goal to deliver aesthetically pleasing and cohesive visions, one detail at a time.
What do you love about working in the wedding industry?
The wedding industry is a favourite of mine! I love incorporating unique ideas into styling briefs, watching love stories unfold, and seeing family and friends gather with excitement to celebrate this significant milestone of a loved one’s life.
The wedding industry is one that continues to thrive all season-round and has given me the opportunity to meet and work with so many amazing clients, suppliers and venues year after year.
How would you describe your approach to event/wedding styling?
Passionate and enthusiastic! So often I will spend countless hours researching and on the drawing board seeking inspiration for those ideas with edge.
At the forefront of all styling and planning is ensuring that my clients feel comfortable and understood. I’m approachable and always available for my clients; reassuring them that I value each and every one of their events, no matter how large or intimate they may be. Working with a supplier you connect with and can trust when planning your event is extremely important. There are so many aspects to planning an event and the styling component, albeit overwhelming, is not one that should be disregarded. Booking our styling packages encourages our clients to sit back and enjoy the process, knowing that their vision has been thoroughly understood and will be translated within their space.
I am absolutely obsessed with details that make a point of difference. I also pride myself on delivering a high level of quality throughout our services and products and do not compromise on quality for any purpose.
What is one of the greatest lessons you’ve learned throughout your career?
Adapting to change - and of course 2020 has been the year proven to test that! Ensuring that you see the best in any change and adapt accordingly is one of the greatest lessons I’ve learnt. It's critical to business to be able to embrace unforeseeable changes and persevere to create excellence!
Do you have a favourite wedding/event you’ve styled? Or a moment that is particularly special to you in your career?
To date, a moment that has been special to me and that I am extremely proud of is the creation and collaboration of the ‘Run Wild in Europe’ styled shoot with Memory Lane Events and sculptured florists, Stem Haus.
The shoot was organised amidst the 2020 pandemic; the year we better know as the one where the world has been put on hold. The shoot was a great way to showcase some of Adelaide’s best suppliers during a time where the events industry in particular had been significantly impacted. The inspiration driving the styling brief was to emulate a dreamy destination landscape; all whilst being nestled amongst the vineyards of SA. The shoot was initiated to reignite the excitement for many couples whose plans had been affected by the impacts of the unprecedented times and to reinforce that love conquers all.
Find Memory Lane on:
Image credit: Jessica Mary Photography
‘Run Wild in Europe’ styled shoot vendors:
Stylist - concept and planning, stone, candles and bases, signage, Vespa: Memory Lane. Venue: Vigna Bottin Wines. Food: Pomodora Kitchen. Floristry: Stem Haus. Makeup: Tess Carbone of The Makeup Est. Hair: Soulful Hair and Wellness. Bride's tan and nails: Beauty Secrets Norwood. Bride and groom's rings: Class A Jewellers. Wedding Dress: couture+love+madness. Groom's outfit: M.J. Bale. Cake: The Bake Space. Stationery: Oak and Ivory. Furniture, tablecloth linen, plates and glassware: White Marquee Event Hire. Cutlery and napkins: Honoured Hire. Silk ribbons: Her Beautiful Mess. Dehydrated fruit pieces: Thirsty Fruit Co. Draping: Venue Productions. Lead photographer: Jessica Mary Photography. Assistant photographer: Amanda June Photography. Videographer: Life Sketch Films. Bride: Jessica. Groom: Steve.