We caught up with the brilliant and insightful Kylen and Cynthia a few weeks ago and have shared our conversation below.
Kylen and Cynthia, thanks for taking the time to share your stories with us today Quality control is a challenge almost every entrepreneur has had to focus on when growing – any advice, stories or insight around how to best ensure quality is maintained as your business scales?
We formed our company in 2019, and as our company grew, maintaining quality became even more critical. We realized early on that focusing on a smaller number of weddings allowed us to pour our hearts and souls into each one. It was a conscious decision to prioritize quality over quantity, and it’s something we’re incredibly proud of.
One of the first things we did was implement stronger processes. We adopted an event management tool that became our central hub for everything – contracts, vendor information, timelines, budgets, you name it. This system brought an incredible level of organization and efficiency to our work. We also started using a project management tool to streamline our tasks and communication. It was a game-changer, especially as we began to collaborate with more contractors. We could see each other’s progress, track deadlines, and ensure everyone was on the same page at any given moment.
Documentation became our best friend. We meticulously documented every step of our process for each of our service offerings, from initial client consultations to post-wedding follow-ups. This not only helped us maintain consistency but also made it easier to train new team members as we grew.
To avoid duplication and maximize efficiency, we established clear roles within our partnership by taking ownership of specific areas of the planning process, playing to our strengths and preferences. This brought a new level of clarity and focus to our work, and allowed our clients to know where the both of us fit into their planning journey.
As we took on more weddings, we sought out vendor partners who shared our commitment to excellence and client experience. We prioritized finding fellow industry professionals who valued collaboration, brought creative ideas to the table, prompt communication, and enjoyable personalities, knowing that these were factors that would allows our couples to feel seen, heard, and truly taken care of.
Timelines became our secret weapon. For each wedding, we created a detailed 5-10 page timeline that we shared with the entire vendor team 30 days in advance. This ensured everyone was aligned and prepared, minimizing the potential for surprises on the big day. Over-communication became our mantra. We kept our clients and vendors constantly informed, anticipating needs and proactively addressing potential issues. We believe in a white-glove approach, where we’re always one step ahead of our couples to effectively guide them through their planning process.
To further enhance quality control, we implemented several key practices. We started sending end-of-month emails to our clients, summarizing outstanding tasks, upcoming deadlines, and recent progress. This kept everyone informed and organized. We also introduced a meeting policy to ensure productive use of everyone’s time. We provided agendas in advance and requested that clients come prepared to discuss relevant details. This helped us stay on track and avoid unnecessary delays. When it came to communication in our own partnership, we established regular sync calls to maintain alignment within our partnership. We used these calls to review weekly progress, discuss the challenges we were facing and possible solutions, and hold each other accountable for the tasks we were responsible for.
We’ve learned that our well-being is intrinsically linked to the quality of service we provide. To ensure we’re always at our best, we prioritize self-care and set clear boundaries. We aren’t afraid to take time off when needed, setting OOO responses on our emails and allowing ourselves a day to recharge. Holidays are sacred – a time to connect with loved ones and disconnect from work. To avoid feeling constantly ‘on call’, we’ve implemented strict text messaging hours and require clients to schedule appointments in advance. This respects both our time and theirs, fostering a healthier and more productive working relationship
These controls have not only helped us maintain quality but also enhanced our clients’ overall experience. They’ve allowed us to deliver exceptional service, build strong relationships, and create truly unforgettable weddings.
Our advice to other entrepreneurs concerned about quality control is simple: invest in systems, document everything, communicate effectively, and prioritize relationships. These are the pillars of a successful and sustainable business!
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Our names are Kylen Korenek and Cynthia Arellano, and we are the owners of In Reverie – an elevated full-service wedding planning and design team based in Dallas, Austin, and Houston. Our story began back in 2018 when our paths crossed while working at the same marketing firm, fresh out of college.
Our couples are able to select from a variety of services: Full-Service Planning & Design, which begins 10+ months prior to their wedding date, Wedding Management and Design Conception, which begins at least 6+ months prior to their wedding date, Wedding Management, which begins two months prior to their wedding date, and our newest Wedding Concierge service, which offers flexible, hourly support tailored to a couple’s individual needs, so they can tap into our expertise exactly where and when needed.
What sets us apart is our ability to truly personalize the journey for each couple. We understand that every love story is different, so we tailor our approach to match your individual style, preferences, and desired level of involvement. Most of our couples want to be hands-on in various aspects of the planning, so we empower them with knowledge and guidance, making sure they feel confident and excited throughout the entire process.
We know it may be our fourth or fifth wedding of the year, but we treat every wedding like it’s the first – because for our couples, it is! It’s more than just throwing a fabulous party; it’s about weaving together the threads of your love story into a unforgettable moments. We’re not just here to recreate Pinterest photos (although we totally can); instead we aim to understand the why behind your vision, get inside your heads, and create an experience that genuinely reflects who you are as a couple.
Our approach is unstuffy, transparent, and hands-on, with a focus on open communication and genuine connection. We’re known for our infectious enthusiasm, willingness to go above and beyond, and ability to make the planning process fun and stress-free. Plus, we love the fact that we’re a duo because we get to play off of each other’s strengths for a comprehensive perspective on each project we take on.
We’re also incredibly proud to have five wedding features by local publications, which is a testament to our hard work and dedication to our craft. And as a female-owned, minority-led duo who built this business from the ground up without any formal event planning background or certifications, we hope to inspire others to pursue their passions with fearless determination.
With every couple we work with, we vow to provide open and attentive communication, a deep desire for connection, a focus on efficiency and time management, concierge-quality service, endless creativity and collaboration, and most importantly, a genuine and enjoyable process. Because at the end of the day, we want you to look back on your wedding planning experience with as much joy as you’ll look back on your wedding day itself.
How’d you meet your business partner?
For Cynthia and myself, we were both fresh-faced graduates when we became coworkers. Our working relationship eventually evolved into a close friendship, bonded by our shared creative instincts, meticulous attention to details, and the occasional cupcake-induced stress relief. Working at a boutique marketing agency in Houston, we met entrepreneurs and business owners from all industries and walks of life – athletes, fitness trainers, church leaders, youth football camp founders, authors – some of them as young as 19-years-old! It was incredibly inspiring, and started a fire inside of us to create a business of our own together that could tap into our creative side. We knew a passion that we had in common was events, but where to start? And we needed to consider corporate events, private events, and weddings. At the time, we really had no idea.
Thankfully, our boss at that time was well-connected to multiple organizations and networking groups around the Houston area. Between the contacts she was able to introduce us to and others we were able to reach out to via the Baylor University business alumni network, we began meeting event professionals for coffee and lunch. We were like sponges, absorbing their stories, their triumphs, their challenges. And with each encounter, our network expanded, leading us to even more inspiring individuals. Eventually, we found ourselves shadowing established wedding planners, witnessing the magic unfold firsthand. It was then that we knew weddings were our calling.
Fast forward to 2020. I found myself relocating to Dallas, a mere week before the world was about to change. Cynthia and I faced a crossroads: disband our budding company or embrace the challenge of expansion. We took a leap of faith, and with a healthy dose of courage (and maybe a few more cupcakes), we chose the latter. Looking back, it was undoubtedly the best decision we could have made. It set the stage for where we are today, and for that, we are eternally grateful.
Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?
For years, we wrestled with a perplexing sales puzzle. Like many wedding planners, we offered a tiered service structure: full-service planning, partial planning, and wedding management (our version of ‘day-of’ coordination). But there was a curious anomaly – our partial planning package remained stubbornly unpopular. Not a single couple booked it!
We scratched our heads, analyzed the market, and surveyed our clients. Why the aversion to partial planning? It offered a seemingly perfect middle ground, a balance of support and cost-effectiveness. Yet, couples consistently gravitated towards either the comprehensive hand-holding of full-service planning or the focused execution of wedding management.
Then, a lightbulb moment! We discovered that many couples opting for wedding management yearned for professional design guidance but felt overwhelmed by the prospect of full-service planning. They craved a helping hand in crafting their wedding aesthetic but didn’t necessarily need assistance with every logistical detail.
Bingo! We saw an opportunity to reimagine our offering. Instead of positioning partial planning as a mid-point entry into the planning process, we reframed it as a powerful combination: Wedding Management plus full Design Conception. Essentially, we bundled our design expertise with our meticulous execution skills, all for the same price as the original partial planning package.
The response? Overwhelming! This revamped offering resonated deeply with couples. It provided the perfect balance – expert design guidance and seamless day-of execution, all without the commitment (and cost) of full-service planning.
This experience taught us a valuable lesson: sometimes, the key to unlocking sales success lies in truly understanding your clients’ needs and creatively tailoring your offerings to meet those needs. It’s about finding the sweet spot, the perfect blend of value and desirability. And in our case, it was about recognizing that sometimes, a little reframing can make all the difference.
Contact Info:
- Website: https://inreverieweddings.com/
- Instagram: @inreverieweddings
- Facebook: https://www.facebook.com/InReverieWeddings/
Image Credits
Jen Symes Amber Watkins Jennifer Yarbro Taylor Folmar