Alright – so today we’ve got the honor of introducing you to Amy Varain. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Amy thanks for taking the time to share your stories and insights with us today. Getting that first client is always an exciting milestone. Can you talk to us about how you got your first customer who wasn’t a friend, family, or acquaintance?
I remember it like it was yesterday — even though it was over 25 years ago! At the time, I was in the middle of planning my own wedding and had stopped by a local party store called Nancy’s Fancy’s to look through wedding invitations. While browsing, another bride and her mother sat down next to me, and we naturally struck up a conversation about our weddings.
As we compared designs, she began sharing how overwhelmed she felt with all the details. I started offering her some creative ideas and budget-friendly tips that had worked for me. After just a few minutes, she turned to me and said, “You’ve been more helpful in the last 15 minutes than anyone I’ve talked to during this whole process!”
We instantly connected, and I offered to help her on her wedding day—setting up her personal décor and flowers while she got ready, and being by her side in case she needed anything throughout the day. At the time, I didn’t even have a wedding planning business. I was working full-time as a manager in my family’s company, but I simply brought the same organizational and leadership skills I used there and applied them to her big day.
Her wedding went beautifully. Her family and friends were so appreciative, and by the end of the night, I truly felt like part of their family. That experience lit a spark in me—it was the moment I realized how much joy I found in helping others celebrate such a meaningful milestone. It was also the beginning of what would later become Amy Varain Weddings.
Amy, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My name is Amy Varain, and I’m the Owner and Lead Wedding Planner of Amy Varain Weddings, a boutique wedding planning company specializing in creating beautifully tailored, highly personalized celebrations for couples throughout their engagement journey.
My path into wedding planning wasn’t a direct one—it actually began in the corporate world, where I spent years working my way up to Vice President of a medium-sized business. In that role, I took on the responsibility of organizing company events, trainings, and conferences in addition to my day-to-day leadership duties. I discovered how much I loved the process of planning meaningful, well-organized events that brought people together. That experience, combined with my skills in organization, budgeting, management, and attention to detail, became the perfect foundation for my next chapter.
In 2000, I launched Amy Varain Weddings as a part-time creative outlet—something that allowed me to blend my professional skill set with my love of helping people celebrate life’s most joyous moments. Over time, it grew into a full-fledged boutique planning company where I now have the privilege of guiding couples through one of the most exciting seasons of their lives.
I often say that planning a wedding is much like building a business from the ground up—each one starts with a unique vision. I work closely with each couple to bring that vision to life, from assembling a dream team of professional vendors that align with their style and budget, to curating personalized design elements that reflect their story. When the wedding day arrives, the couple steps into the role of VIP guests while I take on the role of their personal wedding CEO—managing logistics, leading the team, and ensuring every detail unfolds flawlessly.
What truly sets Amy Varain Weddings apart is our personalized, high-touch approach. I intentionally limit the number of weddings I take on each year so I can dedicate the time, energy, and focus each couple deserves. No two celebrations are ever the same—each one is custom-designed to reflect the couple’s personality, style, and story.
Over the years, I’ve built strong relationships with top-tier vendors, allowing my clients access to trusted professionals and elevated service. I also take pride in being a true advocate for my couples, ensuring their vision is protected and their experience is stress-free from start to finish.
Ultimately, my goal is to create not just a wedding, but an unforgettable experience—often spanning multiple days—that’s filled with joy, beauty, and meaning. I’m most proud of the relationships I’ve built with my clients and the trust they place in me to bring such an important day to life. At the heart of everything I do is a commitment to creativity, artistry, and exceptional execution.
For couples who choose to work with me, I want them to know they’re getting more than a planner—they’re getting a partner who genuinely cares about their story, their vision, and their experience every step of the way.
How do you keep your team’s morale high?
In the wedding industry, we only get one chance to get it right—there are no do-overs, no excuses, and no bad days allowed. Every event is live, and every moment matters. Because of that, managing the vendor team and maintaining high morale is always one of my top priorities.
For me, great leadership begins with clear communication and strong organization. Before any wedding, I make sure I fully understand each vendor’s role, responsibilities, and expectations. I take time to connect with every team member personally to build a foundation of trust and collaboration. I want them to know that I’m not just the planner—I’m a team player who’s here to support them so they can do their best work.
My philosophy is that when each team member can focus on what they do best, a natural rhythm and trust develop among the group. That sense of confidence and mutual respect builds momentum throughout the day, creating a positive, high-energy atmosphere that shows in everyone’s work and in the success of the event.
As the leader, I believe in a hands-on approach. If someone falls short or needs a little extra support, I’ll jump in without hesitation to help get things back on track. My motto is simple: There are no problems, only solutions. My team knows they can rely on me to guide, support, and advocate for them, because on wedding day, success is a team effort—and there’s no other option but to succeed together.
Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?
I’ve always had a genuine love for helping others, and that passion has shaped my encouraging and positive management style. I’m a big believer in personal growth and continuous learning, and there are a few books and mentors who have had a lasting impact on how I lead and run my business.
One of my all-time favorite books is How to Win Friends and Influence People by Dale Carnegie. It’s truly an oldie but a goodie—and I believe it will always stand the test of time. It taught me the power of empathy, communication, and genuine connection, which are all essential in both leadership and client relationships.
Another favorite is The Compound Effect by Darren Hardy. It’s a must-read for anyone in business—it reinforces how small, consistent actions create extraordinary results over time. I also draw a lot of inspiration from John C. Maxwell and Jim Rohn, both of whom have deeply influenced my approach to leadership and personal development. Their timeless principles on growth, mindset, and influence continue to guide me in both business and life.
And, of course, I’ve participated in several Tony Robbins courses over the years, which have challenged me to break through limiting beliefs and step into a more empowered, purpose-driven version of myself.
For me, personal growth is the heartbeat of entrepreneurship. It’s the power you find within to keep going, to lead with vision and integrity, and to navigate the road less traveled—the one that’s challenging but ultimately the most rewarding.
Contact Info:
- Website: https://www.amyvarain.com
- Instagram: @amyvarainweddings
- Facebook: Amy Varain Events
Image Credits
Ashton Imagery, Etched in Time Photography, Rachel Lomeli Photography, Yuliya Jul Photography, D&K Photography, UVVISIONS