We caught up with the brilliant and insightful Abby Wallace a few weeks ago and have shared our conversation below.

Abby , looking forward to hearing all of your stories today. Owning a business isn’t always glamorous and so most business owners we’ve connected with have shared that on tough days they sometimes wonder what it would have been like to have just had a regular job instead of all the responsibility of running a business. Have you ever felt that way?

Owning my business is a source of immense joy and fulfillment for me. The freedom it affords is unparalleled. While I cherish the autonomy of making executive decisions, setting my own schedule, and having full creative control, it’s easy to daydream about the perceived ease of a “normal” job—especially during our busy seasons.

I can recall a particular week of three back-to-back weddings, which means tight deadlines and lots of juggling even when things do go according to plan. This particular week presented atypical challenges that really threw me off balance—supply chain and delivery issues, last minute guest counts changes, and inclement weather to boot. I was driving home one night that week, deeply feeling the relentless weight of decision-making, and couldn’t help but fantasize about the simplicity of a job where you show up, clock in, clock out, and can afford a “not my circus, not my monkeys” attitude.

After some much-needed rest at home, I reflected and reassessed. The allure of a “normal” job can be tempting in stressful moments, but the profound sense of purpose I derive from building my business far surpasses any yearning for predictability. The challenges I encounter are essential for both the growth of my business and my personal development. Ultimately, I deeply cherish this journey, and I am so grateful to experience it. I love this circus and these monkeys.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Hi! I’m Abby, the Owner of Reverie Events—a dreamy venue in the heart of downtown Asheville where we host everything from weddings to private parties, to corporate and community events. Between our historic outdoor foliage-covered courtyard to our cozy indoor space, complete with a full bar—we offer a truly unique event experience for all our guests.

When I opened Reverie in 2019, my goal was to create a distinctive venue centered on intentionality, transforming event planning into a joyful, fun, and fully-customizable experience. Over the years I’ve too often heard friends in the throes of wedding planning say things like “I can’t wait until it’s over,” which was so disheartening. I knew that I wanted Reverie to be the kind of venue that truly partners with clients and takes care of every detail, so that planning can feel celebratory, not stressful. From in-house catering and a full bar to fresh floral designs, elegant decor, comprehensive planning, and handling all setup and breakdown, we aim to free our guests from any worries, allowing them to be fully immersed in the joy of the occasion. We pride ourselves on fostering a warm, welcoming environment that nurtures genuine connections and crafts unforgettable experiences.

Can you share a story from your journey that illustrates your resilience?

Having opened Reverie in late 2019 my first year in business was significantly impacted by the COVID-19 pandemic, most notably, being unable to legally operate for several months. As a small nearly brand new business we did not qualify for many of the programs availbale at the time. Unfortunately we did not receive any rent payment forgiveness or deferment, and and with no active income flowing into the business, there were days when the survival of Reverie seemed doubtful. Even as restrictions were lifted we still faced an extremely uncertain future, constantly adapting to ever-evolving circumstances while ensuring the health, safety and well being of our clients and staff.

Despite the unexpected hurdles, it was such a profound learning experience that laid a foundation of resilience and innovation. As restrictions were lifted, we reimagined traditional approaches and implemented stringent safety measures to ensure that celebrations, though altered, could still be beautiful and meaningful. . The pandemic underscored the importance of flexibility, creativity, and a client-centric approach. That first year was truly a testament to our ability to adapt, evolve, and find silver linings even in the midst of challenges. It shaped Reverie into a more resilient, empathetic, and forward-thinking venue, and makes every event we get to host that much more meaningful.

How do you keep your team’s morale high?

I could talk about my team all day long! Reverie would not and could not exist without the incredible individuals I have the privilege of working with. In my opinion, the most important aspect of managing any team is a combination of open communication, transparency and genuine recognition of effort. Having a company culture based on these pillars has created a collaborative atmosphere in which everyone is invited and encouraged to share ideas and feedback. This type of active inclusivity fosters creativity, problem-solving, and motivates the team to contribute towards common objectives. I have found that being transparent and keeping everyone informed about the company’s goals, challenges, and successes encourages a sense of ownership and unity within the team. Acknowledging and celebrating both individual and collaborative achievements is paramount to maintaining a high-morale work environment in which everyone knows how valued they are. If people do not feel seen or appreciated, it erodes any incentive to put forth effort toward collective goals. There’s a big difference between working “for” somebody and working with somebody—and I am so lucky to work with my team every day. Teamwork really does makes the dream work!

Contact Info:

• Website: www.reverieasheville.com
• Instagram: @reverieasheville
• Facebook: www.facebook.com/reverieasheville

Image Credits
Jameykay and Arlie Photography Jameykay and Arlie Photography Simon Anthony Photography Jenny Tenney Photography Ashley Ricci Photography Ashley Ricci Photography Jameykay and Arlie Photography