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

Heather, thanks for joining us, excited to have you contributing your stories and insights. What was the most important lesson/experience you had in a job that has helped you as a business owner?

I cut my teeth at Macys.com back when “add to cart” was still a novelty. Nearly a decade in that scrappy, startup-meets-retail-giant world gave me a front-row seat to the art (and science) of understanding people. The biggest takeaway? Listen—really listen—to your clients. You can have the prettiest product or service on the planet, but if you’re not tuned in to their needs, their pain points, and what keeps them up at night, your message won’t land. In the era of AI and automation, I still believe that most powerful business tool is authentically caring about your customer’s success as much as your own. When they win, you win. Simple as that.

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 back background and context?

I’m Heather Thurman, the proud owner of Upstate Indie Weddings—a Western New York wedding community with a big heart and a little rebellious streak. Since 2013, our mission has been simple but powerful: connect local, boutique wedding vendors with engaged couples who want a day that feels like them. We champion small businesses, push past cookie-cutter traditions, and create spaces where personality and creativity take center stage.
Couples can discover their dream team of vendors—everyone from floral farmers and charcuterie artists to live painters and venues—on our website, socials, and emails, or at our highly experiential wedding shows. And trust me, these aren’t your standard “black-tablecloth-and-boredom” expos. We’re talking fashion shows, beauty bars, a shoppable bridal marketplace, great music, drinks, apps, and a whole lot of good vibes. Planning a wedding is stressful—meeting your vendors shouldn’t be.

For our vendor members, we go beyond just “getting your name out there.” We offer networking events, educational resources, and styled shoots that help grow their business and their confidence. It’s an ecosystem built on collaboration, not competition—because when one of us thrives, we all do.

My journey here started in 2022 when I joined as a wedding vendor with my previous business. I instantly fell for the community’s warmth and the way they lived out “community over competition.” So when the chance came to take the reins, I jumped—bringing along years of business management and marketing experience to help shape the next chapter.

What I’m most proud of? That we’ve built an inclusive, inspiring space for small businesses to grow and for couples to find the people who will make their wedding day unforgettable. At the end of the day, we’re not just planning weddings—we’re building relationships, celebrating creativity, and redefining what “I do” looks like in Western New York.

Can you talk to us about your experience with buying businesses?

Buying a business was not on my 2022 bingo card. But sometimes, the right opportunity knocks and you have to jump in—heart first—while your head hustles to catch up. Upstate Indie Weddings was one of those rare finds: a vibrant, collaborative community that felt miles away from the cutthroat NYC corporate grind I’d come from. I knew instantly I wanted to be its steward into the next chapter.
Once the initial spark hit, I did the unglamorous-but-essential work—digging into the financials, assessing potential, spotting untapped opportunities, and understanding the challenges ahead. I talked it through with trusted friends, former business partners, and accounting and legal pros. The more I learned, the more it became clear that everything I loved from my past professional and personal experiences aligned beautifully with this role.

The acquisition process itself was surprisingly smooth and wrapped up in about six months. The founder and I built a strong rapport early on, and even with lawyers on both sides, there was mutual respect for the financial and emotional commitments we were making.

My advice for anyone thinking about buying a business? Do your homework, dig deep, ask the hard questions—but also listen to your gut. Numbers matter, but so does knowing in your bones that this is where you’re meant to be.

What do you think helped you build your reputation within your market?

When I stepped into Upstate Indie Weddings, I was very much the “new kid” in the wedding world. My prior wedding experience only came from my previous business, so I had some catching up to do—and fast. Gaining credibility meant earning the trust of the incredible vendors already in our community while also showing potential new members that I was here to add value, not just take the wheel.

I went back to my corporate-honed fundamentals: listen first, learn constantly, honor the core values that built this brand, and then layer in my own fresh perspective. I modernized where it made sense, stayed true to my word, and made sure every promise was backed by action. In any industry, trust is built in the follow-through—and I made sure every step I took reinforced that.

Contact Info:

• Website: https://www.upstateindieweddings.com
• Instagram: https://www.instagram.com/upstateindieweddings/
• Facebook: https://www.facebook.com/upstateindieweddings
• Linkedin: https://www.linkedin.com/in/heather-thurman-92ab4414/

Image Credits

Jess Trankle Images