Fall colors in a spring wedding

Mrs. Smith: My daughter is getting married in the fall and I am trying to convince her to do it in the the spring.
Me: (I get it, she wants me to help her convince her daughter) Well, both times of the year are great for a wedding.
Daughter speaking for the first time: I happen to like the wonderful fall colors.

Winter colors in a summer wedding

Me: (Oh my DOUBLE GOD, LOOK AT THAT EXQUISITE RING. How does her tiny finger hold up that huge rock?) Well, at times, it’s kind of fun to use fall colors in the spring and spring colors in the fall.
Mother: (She looks at me as if I just asked her to spill red paint all over her Louis Vuitton bags) Mr. Bailey, in our community, that is simply not done.
Daughter: (Showing great excitement for the first time) Mom, this is my wedding and I can have any colors I want.

Winter colors in a spring wedding

Me: (You tell her girl!) Mrs. Smith, the wonderful part about weddings today is that you can use any colors you like at any time. Of course, my job is to make it work.
Mrs. Smith: (She is still not happy with this answer but has decided to move forward) Thanks Mr. Bailey, let’s see what you can do.


QUESTION: Are you a bride who’s ever disagreed with your mom on what you should and shouldn’t do for your wedding? How did you handle it?

I was inspired by this beautiful image from the book Valentino: Themes and Variations

The Celebrations book cover

There are a few things I generally cite as my inspiration for most of my work:

• The beauty of nature. I constantly strive to bring the organic creation of what I see around me into the work I produce. Nothing can match the color combinations of nature, and nothing can surpass the generosity of nature. You can witness this just by observing the beauty of a fall forest.
• Fashion. The runway is an endless source of inspiration to me. I love visiting fashion shows and checking out the new colors, texture and fabric.

This detail shot from Valentino: Themes and Inspirations inspired my Celebrations book cover.

The back cover of Celebrations

• Travel. You have to see beyond the small plot of land you live in. I love exploring other cultures. I try to immerse myself in the colors, scents and flavors other cultures use. Trust me, you’ll find yourself wanting to incorporate these new found joys into your next project.
• Relationships. The relationships I cultivate with my colleagues, my friends, my partner, all add up to a sense of excitement and inspiration. Just like in travel, exposing yourself to others’ point of view is a great way to find inspiration, especially when you’re not necessarily looking for it.
  
  This, of course, also applies to your relationship with your clients. They are one of my greatest sources of inspiration. Sometimes they will just give me one cue or word that will open up a whole new way of thinking about the project.

And, let’s be real here folks. Sometimes, there are days where you just don’t feel inspired. What do you do in this case? Suck it up and keep on working.

In the act of doing, you stumble across ideas or emotions that may be hiding. And THAT my loves, is what it’s really all about. Working through that blank feeling is what creates true success. Otherwise, if you just cite a lack of inspiration for your inability to produce work, you’re just making excuses.

Well, that’s my story. So now tell me, what do you find inspiring?

My friend Marcy and I had the most invigorating weekend with our mentoring program, Bailey and Blum. At first, we were ambitious in thinking we could have a large group of folks for the weekend. However, after some discussion and thought, we decided the most important part of the seminar was spending one on one time with each participant. Given the short timeline of two days, we decided to have a more intimate group of attendees, with a mixture of beginners and veterans (and even two people who traveled all the way from Portugal!).

We ended up with the most dynamic group of people. Not only did Marcy and I really like them, but they also really liked each other. There was a definite connection between all of us.

The luncheon table

The one question that was prevalent among all the folks was, of course, how to make money. What astounded me was how each and every person had such an incredible love and passion for this business. Since this was the case, I had no qualms in telling them probably one of the most important take-aways from the whole weekend: success is about endurance.  My favorite part of the weekend was speaking to each person individually. In meeting each person and talking to them about their businesses, it was very apparent to me that endurance will come easily for these passionate folks.

It was a growth experience for me too. Each person helped remind me about my own love for the business and the desire I have to work hard (and endure) every day.

Master foodie Olivier Cheng and his Executive Chef Jenny Glasgow created an amazing lunch. They also instructed the group on the importance of great food presentation.

Needless to say, Marcy and I had a very powerful experience interacting with and teaching all the participants. One really great addition to the weekend was having Millie Bratten and Maria McBride from Brides magazine there for the whole day. It was a joy having them join us. We’re definitely looking forward to the next installment of Bailey and Blum (possibly this summer).

I also wanted to list all the attendees here in alphabetical order, and tell them once again how how wonderful it was to meet them and spend time with them this weekend:

• Anne Bowen
• Linda Casals
• Deborah Dixon
• Daphne Douge
• Eric Ellen
• Chrisya Enriquez
• Alberta Marimba
• Grace Muchiri
• Autumn Oser
• Jill Pocsik
• Lydia Short
• Claudia Teixeira
• Katharine Warden

Please tell me, in one word how do you define success (and why)?

Rosanna was such a special bride to me. I especially loved this wedding because she taught me about how important it is to wait for the love of your life. She talked about how glad she was to wait and find the right person, instead of just settling for whomever may have been around at the time. I didn’t even need to ask her if it was worth the wait, because the happiness on her face said it all.

Rosanna wanted to get married in a place that looked like heaven. I’ve always thought the Rainbow Room is the closest thing you can get to heaven in New York City.

Her close friend Clive Davis was the one who walked her down the aisle and gave her away.

Do you think true love is worth waiting for? Or is that just a romantic fairy tale that doesn’t exist?

A rendering we created for a client presentation

There was one client who received her bridal bouquet right before she walked down the aisle. I had made it with great pride and thought it was incredibly beautiful. To my surprise the bride started crying, and I, for a moment, was so pleased with myself thinking these were tears of joy. This was, of course, until she uttered those dreaded words, “Preston, this is not what I had in mind.” Years later, I ran into her and she still thinks I ruined her wedding.

A picture from the actual job

I learned the hard way that it is extremely important your clients have as much information as possible in what they are getting before the event.

This is what I suggest:

• In that initial meeting, make very clear notes of a client’s likes and dislikes. Make sure you send your client a copy to review just in case they have something to add or you forgot to write something down.
• Give them a FULL PRESENTATION (never EVER before they are fully committed in using your services–read more about that here). Visual presentations are a very powerful tool. It could be done through drawings (there are a lot of great CAD programs, or you can even use something as simple as PowerPoint or Keynote), photographs, or whatever is appropriate.
• Even more effective: setting up a table or providing samples of what you will be using (fabric, cutlery, plates, etc.) to actually see and touch. In my experience, these are very powerful moments of tears and joy. Once they love and approve your design, you should take a picture of of the table or design and give them a copy. On the day of the event, make sure you have your copy, just in case you hear those dreaded words, “This is not what I had in mind.”
• If service is what you are offering, it is essential that you write these services down in great detail. Talk your client through each and every point, have them sign and hope for the best.

Saying you’re sorry is never easy. Do you think an apology should include some additional compensation?

An example of a dramatic statement

Most of the clients I have worked with found me through word of mouth or referrals. When I first started it was more than a challenge to get business this way. I was so incredibly grateful when anyone remotely noticed and liked my work. It took me a while to understand (even just for myself) what it is I was actually selling. Even today, I think what I still work hard in selling is great service and beauty.

Understanding what you are selling in a very fundamental way is the first step in getting clients. The second step I took was practicing my craft as often as possible. I am in the event business because I love giving parties, so I used to approach my friends and family every time they wanted to throw a party. I offered to help them just for the practice. This is how the referrals began.

Even escort card tables can be dramatic statements

It’s also extremely important that you either photograph or keep a very clear sample of the work you are doing to later use as a sales tool. My first book Design for Entertaining is just that–a compilation of my work back then.

This dramatic statement was created to mimic the client’s beloved pet

Every single guest in any event you do is a potential client. It’s strictly up to you to show them something or give them an experience they’ll never forget. There is one tool I have used for many years, and it’s proven to be extremely effective in getting clients. I call it creating a DRAMATIC STATEMENT. Even if you do not have a large budget, if you invest most of it in this statement, it is the one thing a potential client will remember and most likely call you about when they are entertaining.

Now tell me, how did you get your first client?

Next Week: HOW TO HANDLE THAT FIRST CALL TO MAKE A SALE.

If a client wanted an event made entirely out of paper (as they did here), we would make it happen.

I never said I was the master of “good” taste. What I constantly strive for is to be an artist that gives great service and part of that service is to be able to translate my client’s vision into reality.

This same point of view applies to those in our industry who are constantly putting down their competitor’s work. For instance, I have heard more than once that my work is too over the top or borderline vulgar. You can probably imagine what I would say to those folks…

These chair covers are made of paper too.

My intention, as always, is to bring the beauty and generosity of nature indoors. My philosophy is that the universe is incredibly generous and there are more than enough clients and work for everyone. Besides, even if you think your competitors have bad taste WHO CARES as long as they have clients.

What do you think? I’d love to know.

The happy couple: Jessie and Kay

Today is the first spring-like day in New York city and it puts me in the mood to think about love. Like the title says, it really can come from unexpected places. For example, two of my favorite floral designers, Jessie and Kay, made a love connection right here at Preston Bailey Designs.

Any floral designer out there knows how many hours one has to work to produce an amazing event. Jessie and Kay usually travel all over the world together for various jobs we do. Somewhere along the way, between the many hours of working, creating and producing, they developed a connection. And it started out so innocuously…When I asked Kay what they did for their first date, she smiled and said, “We just went to a movie.”

I was so thrilled to hear that two pieces of my design family were going to come together to create their own new family. Last December, after finishing a royal wedding we were all working on together, they escaped to Kay’s home country of Thailand (Jessie is originally from Colombia) to have their wedding. I consider Thailand to be the capital of creativity when it comes to flowers (most of my floral designers come from Thailand).

Kay’s family was a great force in putting the wedding together, and one of my master floral designers, Sanaw, was also on hand to help the couple create their dream wedding.

Kay and Sanaw

Since spring is in the air, I want to hear all about your first love. (Maybe if you’re lucky, some day I’ll tell you about mine…)

My team in 2002

Naturally, I thought I should start a blog series about the most important part of our business: how to make money in this industry. Yes, we are creatives and givers who truly enjoy the act of helping someone realize their dream, but we’re also all here to make a living and help ourselves reach our own dreams. This series will focus on the ins and outs of the Event Industry, with a particular emphasis on what you need to do to make the sale.

After being in business for so many years, I still consider the art of the sell a work in progress. Although there is no exact science to it, I am always reminded of one basic truth: ONE DOES NOT HAVE A BUSINESS WITHOUT CLIENTS. So, this is where I’d like to start. There are three very important things you need to know when it comes to clients and your business. Ask yourself:

1) Who is your clientele? Not all clients are right for you. When I first started, I was so full of myself to think that every job was right for me. This put me at a great disadvantage because I mostly appeared desperate.

It’s very important that you establish (even if it’s just in a very basic way) who your clientele is. There are tons of marketing plans out there you can follow and develop for your business, however I like keeping it really simple. If you can’t make money, they are not for you.

My team in 2009

2) How do you reach your clientele? Because your clients are such an important part of your business, this is one of the biggest questions you need to answer. Again, there are tons of ways to market and promote your business, but I can only tell you what worked for me when I first started.

I have never paid for advertising. However, being in a social industry, it was clear to me that the most effective way to get to my clients was through stories written in magazines, editorials, newspapers, etc. (Remember, these were the days before the very powerful tool we all have today for promotion called: THE INTERNET.)

I became a media whore. I called one magazine editor at least once a week for six months until she finally gave in and ran a story about my floral design. Once you get that first break in print, you are on your way. (We’ll discuss ways to promote yourself on the Internet in a future post.)

3) Who is the most important person in the world? The answer should always be: a potential client. You should always treat a potential client as if they were the most important person in the world. Most of the time when they call, they may actually be nervous reaching out to you.

That initial phone call or email you receive should be returned (with no exception) within the hour. Remember that they are often calling more than one vendor so they’ll feel most comfortable with the first person they reach. From this first phone call, you want to encourage a face to face meeting. Many times they want information over the phone, but it’s easier to establish a connection if you meet in person.

Next week we’ll discuss: HOW TO GET A NEW CLIENT. Do you have any specific questions about this you’d like me to cover? Let me know.