We were lucky to catch up with Averi Linch recently and have shared our conversation below.

Hi Averi, thanks for joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

My passion has always been in the arts. I studied theatrical design with an emphasis in costuming, makeup and scenery. After college I went on to get my cosmetology license and have been working for years at a luxury salon. Everything started to come into place during Quarantine. During that time, I was home off and on for a total of seven months and had to plan and re-plan my own wedding with every CDC update. I was finding that even in the uncertainty and endless adapting I wasn’t frustrated or discouraged. I enjoyed myself and a lot of my family and friends noticed. So, skip to my wedding day (which turned out great) More people commented on the smoothness of the process and how seamless and beautiful the execution of the day went — the question “Have you considered planning weddings for real?” came up a lot.

The short answer was no. It never crossed my mind. I’ve had many brides and grooms as clients and while I enjoy them, I never felt a pull to be a professional makeup or hair stylist for weddings. Planning though…that was interesting. I started by doing a lot of research about the wedding industry. I found that there was a lack of black business owner representation and plus size bridal – two areas where I can offer my prospective. I realized that my background with design and the beauty industry also made me unique in this field. As a wedding planner who specializes in design, my experience allows me to help couples not only plan, but to also achieve their personal styling goals. In one place you can have someone solve your wedding planning logistics, aesthetic choices and give you realistic expectations about how to get your hair and makeup done with recommendations on who to book for those services. I think that’s pretty cool.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?

In my professional life I’ve worn a lot of hats. I have ten years of design and beauty experience from working behind the chair, stage work and fashion shows. Starting this company allows me integrate all of my skills to help people in a new way.

Jasper and Lane Events is wedding planning company where education, meticulous planning and intentional design combine to serve engaged couples. We offer a number of services to meet the needs of our prospective clients from Full-Service Planning and Design to Month of Coordination and have recently launched two tiers of packages for Intimate Weddings.

For some people, planning a wedding can be so stressful. Sometimes they find themselves having sleepless nights because of all the choices that need to be made or dealing with the expectations of family. Not having the time to enjoy being engaged and spending quality time as a couple is another stressor also makes the process seem unending and unpleasant. It’s my job as a wedding planner to take on that burden. As a client you can expect me to break down the wedding planning and design process in a way provides work-life balance and execute a vision that is a reflection of who you are as a couple.

Most of my adult life has been spent working in the service industry. I understand the value of team work. As a wedding planner I believe it’s my job to be that bridge between the client and the vendor team. On the wedding day, we’re all coming together almost like an eco-system. There are so many moving parts and pieces and we have to work together. Communication is one of the cornerstones of my business. I have designed my systems to not only advocate for my client’s wishes, but to be mindful of what makes sense for the team of professionals who also have a hand in making sure our client’s wedding day is successful.

One of my goals with my brand is to provide a space where all love is celebrated and reflected in our work. As a black business owner and plus size woman I think that inclusivity, representation and body positivity are so important. I want to continue to share my story and provide a platform for others to see reflections of themselves in my work. On my social channels you can find inspiration, tips and insight. The Jasper and Lane Events website also hosts our blog where you can read a few personal stories on my journey from single woman to spouse.

How did you build your audience on social media?

I’ve only been on social media as a business for a few months, so I’m giving this advice not as a social media genius, but as someone who is currently walking through the experience of being “new”. Just be yourself and find a way to be consistent. I know…that’s easier said than done. It can feel a bit disheartening and overwhelming as we first put ourselves on the internet, because one – there are only so many hours in the day and two – social media sometimes feels like a 2nd or 3rd job. All the extra work aside, people will stumble on your feed. Keep posting (pictures, stories and reels) after you’ve been stumbled upon, the people who love what you do will want to binge your content so you have to give them something to fall in love with.

Figure out who your ideal clients are or who your ideal audience is and just talk to them. Remember you are the solution. Be real, you don’t have to be perfect. People can tell when you aren’t having fun. After you’ve shown your personality, start to establish yourself as an authority/expert in your field.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

Here are some books that really spoke to me while forming my business. As a whole these books remind me to move forward with authenticity, kindness and quality. I want to run a sought after company where clients can expect memorable experiences and exemplary service and for my colleagues and peers to have nothing but positive words to share because I’m amazing to collaborate with.

“Building a Story Brand” by Donald Miller
“The Gold Standard” by Colin Cowie
“I’m Judging You: The Do-Better Manual” by Luvvie Ajayi
“Strategize to Win” by Carla A Harris

Contact Info:

• Website: www.jasperandlaneevents.com
• Instagram: www.instagram.com/jasperandlaneevents
• Facebook: www.facebook.com/jasperandlaneevents

Image Credits
Jess Living Photo, Jordan Rose Photography, South of June