We’re excited to introduce you to the always interesting and insightful Nadia Liggins. We hope you’ll enjoy our conversation with Nadia below.

Hi Nadia, thanks for joining us today. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?

In the event design and planning business, the biggest challenge to profitability is budget constraints. Working within a tight budget is akin to a funambulist’s act, requiring remarkable mental agility and the skillful ability to tactfully decline projects that exceed what can be realistically delivered within the given budget. It’s a delicate balancing act.

I vividly recall being approached for a large-scale event where the client had very specific requirements and wanted to be involved in every detail. They provided a comprehensive list of must-haves without presenting a budget. However, what the client didn’t understand was that their expectations were entirely misaligned with the financial limitations they imposed.
Every designer and planner knows there’s the budget the client gives you and then there’s the realistic budget of what things actually cost. With numerous platforms and influencers promoting DIY solutions and claiming low costs, consumers often believe they should receive professional services at those DIY prices.

Unfortunately, this isn’t the reality. While cost-effective options do exist, they come with a set of expectations that clients are sometimes unprepared to hear.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m a Tennessee girl who decided to make California my home.

My journey into event design and planning began as a latent skill, one I only realized I possessed in hindsight. I’ve always loved celebrations and the joy they bring. Whether it’s the event itself or the transformation of a space that excites me most, I knew this industry was where I belonged.

I help clients focus on their special day by proactively addressing potential issues before they arise. Despite meticulous planning, things sometimes go awry, but it’s my responsibility as the expert to adapt and create something extraordinary regardless. Ensuring that all guests have a memorable experience, as envisioned by my client, is vital to me. There’s nothing more satisfying than receiving a message from a past client saying people are still talking about their celebration years later.

I strive to give my clients everything they desire, including delightful surprises throughout their special occasions. I listen carefully to their wishes to curate a truly memorable experience. It might sound corny, but a client once told me I listened to their “heart song,” and it made me smile.

What’s a lesson you had to unlearn and what’s the backstory?

One crucial lesson I’ve had to unlearn is to stop measuring my progress against others. No matter the stage of my business or life, I am exactly where I am supposed to be right now. This unlearning process is challenging. It’s easy to get caught up in other people’s lives or expectations. Social media can make you feel like you’re not achieving these imaginary milestones because you’re watching others’ lives and dreams unfold. However, true progress and success takes time, patience, consistency, and a relentless desire to make it happen.

As Pastor John F. Hannah of New Life SE in Chicago said, “You only fail when you stop, and when you stop, you miss the opportunity to reach success.” So, I choose to keep moving forward, even when it’s tough.

What do you find most rewarding about being a creative?

The most rewarding aspect of being a creative is the freedom to control how and why I do things. There’s a genuine sense of liberation that comes with creativity. There’s no one to hinder the flow of ideas or the creative process.

There’s beauty in knowing your purpose and pursuing it without limitations.

Contact Info:

• Instagram: @theeventalchemistla