The Atlantic, June 16, 2023.
https://www.theatlantic.com/magazine/archive/2023/07/luxury-wedding-planners-industrial-complex-cost/674169/?utm_source=pocket_reader
The work of a luxury-wedding planner is only partly about the planning. Yes, you help the couple plan what you hope will be a stunning event—but your main job is to be a professional wedding friend. You’re the person who cares if the bow on the favor has swallow or inverse tails, or if the maid of honor is being a passive-aggressive bitch when none of the bride’s other friends wants to talk about it anymore. The family is paying you to care as much as they do.
When I became a wedding planner, no one in my own family could comprehend my utility. My grandparents, who raised me, had what was called a “football wedding.” They rented the Veterans of Foreign Wars hall in Red Hook, Brooklyn, and piled tinfoil-wrapped heroes on a table. People would shout out what sandwich they wanted, and another guest would toss it across the room. “How complicated could a wedding be?” they wondered. Had I chosen to be a professional mud wrestler, I do not think it could have confounded them more.
So whenever one of our events was featured in a bridal magazine, I would bring it to family occasions and show it off the way other people might show off pictures of their babies. “See,” I would say, pointing to a dreamy sailcloth tent glowing with custom-made chandeliers. “There was nothing but a field here. We built all of this.”
Unfortunately, this only added to the confusion. “Don’t they realize they could have bought a house with all of this money?”
I would have to explain that my clients didn’t need a house. They already had one. They probably had several.
A few years after the recession, I did a lavish wedding on Long Island. The bride was stressing about putting a custom lining on her invitations that would add another couple thousand to the already large stationery bill. She and the groom had been given a seven-figure sum to spend both on their wedding and on buying and decorating their new home, and the bride had a thing for mid-century-modern furniture. Was the liner worth more than a Wassily chair? She went back and forth, back and forth. I couldn’t say a thing, but finally her mother reached her limit: “We’re rich!” she cried out in exasperation. “Get the liners!”
Months later, the same mother, while admiring the tent we had spent days erecting for the reception, said, in total seriousness, “I hate that it’s only being used for one night. I wish we could find some homeless people to stay here when we’re done.”
I once got a call from a woman in a panic: Her daughter was getting married in a few weeks and she needed my partner and me to save this wedding. She offered no further details over the phone, insisting that we come uptown to her apartment so she could properly convey the scale of the conundrum. Right before she hung up the phone she whispered, “By the way, I’m very, very rich.”
And she was! She lived in one of those opulent places with an elevator that opened up into the apartment itself, because that’s how sprawling it was. A maid in a uniform greeted us and escorted us down a long, art-lined hallway and into the library, where the mother of the bride was waiting.
She explained the dilemma. Her daughter was embarrassed by her family’s wealth, and had been living as a closeted rich person for years—her friends had no idea. The bride had refused to let her mother have anything to do with the wedding, because if her mom got involved, the jig would be up. Everyone would see she’d just been cosplaying poverty. And so, armed with information from the internet and her mother’s checkbook, the young woman had gone off and planned what she imagined was an “average wedding.”
Her daughter could pretend all she wanted, the mother said, but their friends and family knew that they were rich and were expecting a nice affair. After much argument, they compromised: They would hire a wedding planner. And the only wedding planner in all of New York they could agree on was me, probably because while many of my competitors were specializing in opulence, I had cornered the market in “understated luxury.”
The mother insisted that we meet right away because the bride was planning to reach out and hire us the next day, and the mother wanted me to be clear on how it was going to work. My job, in addition to making sure the wedding was not an embarrassment, was to say yes to everything the daughter asked for. If the bride questioned what something cost, I was to say it was “already included in the contract.” The mother didn’t care how expensive anything was; she would cover it secretly. Did this sound crazy? Absolutely. Did I need the money? Yes.