We’re excited to introduce you to the always interesting and insightful Emma Rolader Martin. We hope you’ll enjoy our conversation with Emma below.

Emma, thanks for taking the time to share your stories with us today To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

As a wedding and event planner heading into my 12th year in the industry, one of the things I do differently is challenge the outdated norms and traditions that often define the wedding planning process. So much of the industry operates on an adherence to antiquated ideas: brides must wear white, family invitations are obligatory, the father must walk the bride down the aisle, and, of course, there’s the bouquet toss. But we ask—what if you didn’t?

We believe weddings should be a celebration of love and individuality, not a checklist of traditional expectations. Whether that means incorporating unconventional elements, ditching outdated customs, or leaning into new ones that resonate more deeply, we’re here to honor every detail that reflects the unique story of each couple.

What makes us truly unique is our role as progressive planners—unafraid to challenge the norm and invite new experiences for our clients and their guests. From helping clients reinvent ceremony traditions to curating experiences that spark joy and connection, we see each event as an opportunity to celebrate individuality and rewrite the rulebook.

For example, we often work with brides who chose to walk down the aisle hand-in-hand with their mothers, a beautiful nod to their bond and a poignant break from tradition. Another story we love is when a past client opted for a “late-night breakfast” reception instead of a formal dinner because it reflected their favorite way to spend time together. Moments like these remind us why it’s so important to shatter traditional notions and embrace the “youness” of each celebration.

By empowering our clients to prioritize what truly matters to them, we not only help create unforgettable events but also a planning experience that feels personal, meaningful, and joyful at every step. To us, that’s what sets us apart—and it’s what keeps our work so rewarding year after year.

Emma, 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?

My journey into the world of weddings and events began when I was a teenager, working under the guidance of a renowned planner and florist in Atlanta, Debbie Felker. Debbie saw something in me—a dedicated and motivated young woman—and took a chance, inviting me to be her wingwoman for a season. To our surprise, it worked! Everything I learned about events—from the tiniest details to planning and working closely with clients—stemmed from those formative experiences under her mentorship.

While my foundation was in events, I also pursued a degree in journalism and marketing communications, which opened doors to an array of opportunities. Over the years, I worked at various agencies in media and communications roles, running integrated digital marketing campaigns for major clients like Delta Air Lines and The Federal Reserve Bank. These roles sharpened my skills in storytelling, attention to detail, and creating meaningful experiences—qualities that naturally align with event planning when you think about it.

After the height of the COVID-19 pandemic, I made a pivotal decision to return to my first love: events. At the time, I was living near Atlanta and noticed a gap in the market. Couples were seeking planners who could blend creativity and innovation with a fresh perspective—someone who wasn’t afraid to challenge traditional ideas. Drawing on everything I’d learned from Debbie and combining it with my professional experience, I re-entered the events world, and the transition was seamless. Since then, we haven’t looked back.

What truly sets our business apart is our progressive approach to planning. We’re not just event planners; we’re storytellers and advocates for individuality. Weddings and events are deeply personal celebrations, and we’re committed to breaking away from outdated norms to create experiences that feel authentic and unique. Whether it’s reimagining ceremony traditions, incorporating modern touches, or finding creative ways to surprise and delight guests, we pride ourselves on making every event as distinctive as the clients we work with.

One of the things I’m most proud of is our ability to cultivate joy and connection—not just on the event day but throughout the planning process. We’ve built a reputation for creating events that are not only stunning and memorable but also deeply reflective of each client’s personality and story.

For anyone considering working with us, I want them to know this: we’re here to honor you. Every decision, every detail, and every moment of your event is crafted to celebrate your individuality and the things that matter most to you. This is more than a job for us—it’s a passion and a privilege to bring your vision to life in a way that is both meaningful and unforgettable.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

One of the biggest lessons I’ve had to unlearn is the idea that “the client is always right.” Coming from a professional background in agency settings, where the client paid the bills and was considered the be-all and end-all, this mindset was deeply ingrained in me. In those environments, everything revolved around pleasing the client, often at the expense of trusting our own expertise.

When I transitioned to owning my own business, it was incredibly freeing to realize that this just isn’t true. It’s not about dismissing or devaluing the client’s input—far from it. Instead, it’s about understanding that clients come to us because they trust our expertise and rely on our ability to guide them. They’re looking for a partner, not just someone to execute their every idea without question.

It took time and experience to fully embrace this shift in thinking. I’ve learned that part of delivering exceptional service means being confident enough to say, “I hear you, but here’s why I believe this approach will work better for you.” It’s about collaboration and knowing that, as the professional, it’s my role to offer informed recommendations, even if it means steering clients away from decisions that might not serve their vision or goals.

Unlearning “the client is always right” has been empowering—not just for me but for my clients, too. It fosters a relationship built on trust, respect, and shared purpose, which ultimately leads to better outcomes and more meaningful experiences.

What’s worked well for you in terms of a source for new clients?

The best source of new clients for us has consistently been word-of-mouth referrals and personal recommendations. We’ve come to realize that the best possible person to share our brand message isn’t us—it’s a client who has just experienced our brand in its entirety through a comprehensive, intense nine-month (or more) planning period. There’s nothing more powerful than hearing firsthand from someone who has been immersed in the process and can speak authentically about the care, creativity, and thoughtfulness we bring to every event.

In addition to client referrals, we’ve built strong partnerships within the industry, collaborating with trusted vendors, venues, and other professionals who recommend us to their clients. Combined with our online presence, these relationships and personal connections have been instrumental in growing our business.

Contact Info:

• Website: https://emmamartinevents.com
• Instagram: emmamartinevents
• Linkedin: https://www.linkedin.com/in/emma-rolader-martin

Image Credits

Eric Kelly
Kate Belle
David OD
Kristin Vegera