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

Alright, Dawn thanks for taking the time to share your stories and insights with 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.

The idea for Eventelier.com came naturally from my years of experience running Masala Threads, my sustainable and ethical fashion and homeware agency. Over time, I noticed a clear gap in the luxury wedding and events market. While there are plenty of beautiful venues and elaborate setups, many events end up looking surprisingly similar. I realized that for people investing in truly special celebrations, the cookie-cutter approach simply doesn’t cut it—they crave decor and guest gifting that feels personal, meaningful, and completely bespoke.

As a designer, this idea excited me deeply. Why shouldn’t weddings and events have the same level of artistry and individuality as the fashion and homeware world I was already immersed in? That’s when Eventelier was born. It is a way to bring my creative vision and my passion for unique, custom-made design to life.

Through the incredible contacts I’ve made over the years—artisans who are masters of their craft, including extraordinary block printers, embroiderers, and weavers—I knew I had access to the perfect talent pool to make this dream a reality. These artisans bring a level of artistry and skill that you simply can’t replicate with mass production. Their craftsmanship allows us to design and produce completely unique items, from hand-blocked napkins and embroidered tablecloths to custom chair covers and artisan-crafted guest gifts like pashminas or bags. I oversee all the work so everything comes out perfectly.

What made this endeavor feel so worthwhile is the joy I saw in clients when they realized they could have something truly one-of-a-kind for their events. Luxury is no longer just about aesthetics; it’s about thoughtfulness and storytelling. And that’s what we bring to every event we work on. There was a clear gap for this kind of bespoke, sustainable artistry in the wedding and events industry, and it’s incredibly fulfilling to know we’re not just filling that gap. I feel my team and I are redefining what’s possible.

Dawn, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m the founder of Eventelier.com, but my journey into this world began years ago with a deeply personal mission. I started by working with women in India who had survived human trafficking, helping them rebuild their lives through skills training in stitching and sewing. That experience was transformative and inspired me to create Masala Threads, a sustainable and ethical fashion and homeware agency. Over the years, Masala Threads has connected me with some of the most talented artisans and craftspeople in India, and I’ve had the privilege of collaborating on everything from block-printed textiles to hand-dyed linens.

Today, with Eventelier, I’ve taken this passion for design and craftsmanship into the world of luxury weddings and events. We offer a wide range of custom decor and gifting options, using beautiful materials like linens, silks, and cottons, and employing techniques such as hand-dyeing, indigo dyeing, and block, digital, and screen printing. Our embroidery work is particularly special, ranging from delicate hand-embroidered veils to intricate machine embroidery. Each piece is made with care and precision to bring a client’s vision to life.

In addition to textiles, my background as a graphic designer allows me to offer complete design services for stationery items such as invitations, menus, and signage. I partner with luxury, sustainable printers in India to ensure every detail is impeccable and I can offer many eco-friendly options.

What sets us apart is our ability to turn the wildest creative ideas into reality. From custom tableware and chair covers to bespoke guest gifts and personalized stationery. I work closely with my clients to understand their vision, translating it into one-of-a-kind pieces that tell a story.

What I’m most proud of is the incredible work we’ve been able to produce. Our work not only reflects my clients’ personalities but also supports skilled artisans and ethical practices. I want potential clients to know that with Eventelier, no idea is too big or too bold. Whether it’s creating hand-embroidered table settings or designing an entire suite of custom stationery, we thrive on making dreams come true in the most luxurious, sustainable, and personal way possible.

We’d love to hear a story of resilience from your journey.

One story that stands out and truly illustrates my resilience is how I navigated the challenges of running my business during the height of COVID-19. Like so many others, the pandemic brought unexpected obstacles, from supply chain disruptions to strict lockdowns. Yet, even in those moments, I was determined to fulfill my commitments to my clients.

One particular order required a complex hand-dyeing process, and despite the risks and restrictions, I knew I had to see it through. I spent four days in the Mumbai slums, sitting with my mask on, overseeing every detail of the process to ensure the work met our high standards. It wasn’t easy, but it was necessary to keep my promise to my clients. That experience reinforced what I already knew about myself—I’m tenacious, and I don’t give up easily, no matter the challenge.

Over my 10 years in the industry, I’ve faced my fair share of difficulties. I’ve worked with suppliers who let me down, from running off with money to delivering substandard or delayed work. These moments were incredibly frustrating, but they never broke me. Instead, they taught me valuable lessons about persistence, trust, and the importance of building strong relationships.

I’m so glad I pushed through because today, I work with an incredible team of talented artisans and professionals who share my commitment to excellence. Looking back, those challenges shaped me into the designer and business owner I am today, and I’m proud to say that resilience is at the heart of everything I do. For me, there’s no better reward than seeing the joy on my clients’ faces when their vision comes to life, knowing it was worth every obstacle along the way.

Where do you think you get most of your clients from?

The best source of new clients for me has been direct outreach through email, phone and Instagram. Since Eventelier operates in the luxury space, I believe in keeping things highly personal and curated. I hand-pick who I want to contact, focusing on building meaningful relationships with event planners, designers, and producers who align with my vision for creating bespoke, unforgettable events.

These partnerships are incredibly important to me, not just as a way to grow my business but also as collaborative, creative relationships. I approach each partnership with the intention of growing together—both creatively and financially—by crafting unique and extraordinary experiences for our clients.

This personal approach allows me to understand my clients and partners deeply, ensuring that every project reflects their vision while showcasing the artistry and detail that Eventelier is known for. It’s this commitment to connection and collaboration that has allowed my business to thrive and ensures these partnerships will continue to flourish for years to come.

Contact Info:

• Website: https://www.eventelier.com
• Instagram: eventelier and masalathreads_
• Linkedin: https://www.linkedin.com/in/masalathreads
• Other: https://caratsandcake.com/vendor/eventelier

Image Credits

I certify that I own all the photos and took them myself