Alright – so today we’ve got the honor of introducing you to Sarah Allen. We think you’ll enjoy our conversation, we’ve shared it below.

Sarah, thanks for joining us, excited to have you contributing your stories and insights. Almost all entrepreneurs have had to decide whether to start now or later? There are always pros and cons for waiting and so we’d love to hear what you think about your decision in retrospect. If you could go back in time, would you have started your business sooner, later or at the exact time you started?

If I could go back in time, I honestly wish I would have started my business years ago. For years I’ve wanted to be a wedding planner, but I never had the guts to actually take the leap. For years, I kept putting it off—fear of failure, not feeling ready, or not having enough confidence held me back.

This past year, when I finally decided to start, I spoke with another planner who told me that there has been an explosion of new wedding planners just in the past year. Hearing that made me realize that if I had started earlier, I would have faced much less competition. Now, it’s challenging to stand out, especially when there are 60-70 other planners commenting on the same post or reaching out to the same clients. It’s hard to get noticed in such a saturated market.

But despite the challenges, I don’t regret starting when I did. There’s a lot to learn, and I’m working through the growing pains, but I know that I’m on the right path. A big part of why I finally took the plunge is because of my friend Jo who is a wedding photographer. After we both relocated to Denver, even though she was new to the area, she worked so hard and managed to establish her business here. Seeing her success really inspired me. Her journey showed me that if you work hard enough, you can make it happen, no matter the obstacles. It reminded me not to be discouraged and that sometimes, you just have to take the leap.

Looking back, I definitely think starting sooner would have been beneficial, but I’m grateful that I did it when I did, and I’m excited for where my business is headed!

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 there! I’m Sarah, the owner and planner behind Ever Emerald Events, based south of Denver. Wedding planning has always been a passion of mine. From a young age, I found myself captivated by the joy and beauty of weddings, and I always knew this was the path I wanted to take. However, I spent years hesitating—uncertain whether I was ready to start my own business. But after taking that leap, I’m proud to say that Ever Emerald Events is here to help couples make their wedding dreams a reality.

At Ever Emerald Events, I specialize in day-of coordination, full-service wedding planning and everything in between. Whether it’s assisting with venue selection, creating a detailed timeline, or managing vendors, my goal is to take the stress out of wedding planning so my clients can focus on celebrating with their loved ones.

What sets me apart is not just the personalized, tailored service I offer, but also my commitment to making wedding planning accessible to more couples. From my own wedding experience, I know firsthand how expensive weddings can be, and I truly believe that every wedding deserves a planner or coordinator to make the day run smoothly. That’s why I’m passionate about offering my services at a fair, transparent price. I want couples to feel confident in the planning process without feeling overwhelmed by the cost. I believe that a planner doesn’t need to break the bank to provide exceptional service, and I love that I can offer couples a high-quality experience at a price that works for them.

I’m also incredibly proud of the relationships I build with my clients. Wedding planning is a deeply personal journey, and I take the time to understand each couple’s unique vision to help bring that vision to life. From the initial consultation to the final moments of the big day, I’m there to ensure everything flows seamlessly and reflects their style, values, and story.

As someone who’s newer to the wedding industry, I understand the competition in the area, but I feel that my commitment to clear communication, attention to detail, and affordable pricing truly sets me apart. The most rewarding part of this work is seeing the joy and relief on my clients’ faces when everything comes together just as they envisioned—and knowing I played a role in that experience.

For anyone considering working with Ever Emerald Events, I want them to know that I’m here to make their wedding day as special, stress-free, and memorable as possible. My goal is to provide exceptional service at a price that makes sense for them, so they can enjoy every moment of their celebration. I’m passionate about helping couples create the wedding of their dreams without the burden of breaking their budget.

Is there a particular goal or mission driving your creative journey?

Definitely! My mission is to make every couple’s wedding day beautiful, meaningful, and stress-free.

For most of my life, I thought I was supposed to be a couples therapist and even earned my Master’s degree in that field. Over time, though, I found myself drawn to design, where I realized my true passion was creating enriching experiences.

Planning my own wedding was a turning point. It made me realize how overwhelming the process can be and how much I had romanticized the idea of love and weddings. I wanted to help couples celebrate one of the happiest days of their lives without the stress. This shift led me to wedding planning, where I could combine my love for people, my design skills, and my commitment to creating memorable moments.

My mission is simple: to support couples in focusing on what truly matters—love, joy, and connection—by taking the pressure off their shoulders. I want every couple to look back on their wedding day and feel it was everything they dreamed of. At the heart of my work is a desire to help people celebrate and create lasting memories in a way that’s both beautiful and stress-free.

For you, what’s the most rewarding aspect of being a creative?

For me, the most rewarding part of being a creative is knowing that I have the power to help people celebrate one of the most meaningful moments in their lives. After my own wedding planning experience, I realized how much joy it brings me to be part of something so personal and significant. Wedding planning, for me, is not just about designing beautiful events—it’s about creating an experience that allows couples to fully enjoy their special day without stress or worry.

The ability to take someone’s vision and turn it into a reality is incredibly fulfilling, but what’s even more rewarding is knowing that my work helps couples focus on what truly matters: their love and connection. Watching a couple enjoy the wedding I’ve helped create, knowing they’re able to relax and celebrate fully, is the most gratifying aspect of my work. It’s not just about the event; it’s about the emotional impact and the memories that last long after the day is over.

Contact Info:

• Website: https://www.everemeraldevents.com
• Instagram: everemeraldevents

Image Credits

Joanna Kulesza, Olivia Lorraine, Robyn Dawn, Andres Molina