Alright – so today we’ve got the honor of introducing you to Helen Row. We think you’ll enjoy our conversation, we’ve shared it below.
Helen, thanks for taking the time to share your stories with us today We’d love to go back in time and hear the story of how you came up with the name of your brand?
“Sonder” is the realization that each random passerby is living a life as vivid and complex as your own. Additionally, sonder means special in German and that is exactly what each event should be.
My inspiration for the formation of this company is the idea that each individual brings their own story to
the table. Each wedding should reflect the personalities and stories that make each couple unique.
The success of an event is not only weighted in a wonderful celebration for my clients, but that the guests
have just as wonderful experience as well.
After working five years as a vendor and venue coordinator, I often noticed how the client experience
was the primary focus of the planner. However, the client was primarily focused on the guests’ experience. As a vendor, I experienced how vendors were often ignored as they were carrying the event along.
I want to be certain my vendors feel appreciated for rowing the ship with me throughout the night.
By naming my business Sonder Event Co., I wanted to communicate to all that this business would not
be about me. It is about serving and loving others. It is about every person’s experience.
Helen, 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 first planned event was junior prom, my second event was a follow-up prom planned for students with special needs and restrictions that prevented them from attending “prom”.
Through this, I realized that events create so much joy. I earned a degree in public relations with a minor
in events management from a public research university.
Throughout my schooling in Virginia and London, I planned formals, 5ks, fundraisers, and award shows
through student organizations and internships.
Before launching Sonder Event Co. I worked for Badass Photobooth, and as wedding venue coordinator
at a local winery on the weekends, while also working in marketing full-time.
I have had the honor to plan events with the Boston Red Sox, international and local wine brands
Most notably, I executed a rooftop dinner party and book launch with Sam Kass, the Senior Policy
Advisor for Nutrition Policy and Chef under President Obama.
In 2021, I found myself motivated by the dread of ever going back to an office and the realization of how
short life is. I knew it was time to live out my life’s dream. I opened Sonder Event Co. and began my self-
employment journey.
Sonder Event Co. is a boutique wedding and experiential event production studio. Our team has a range
of talents and creativity to serve our clients in creating bespoke and design focused experiences.
Having witnessed weddings and events for years, I knew I wanted my company to be known for creating
an experience. I am the most proud of the connection we have with our clients. I truly love my clients. If
you think about it, my clients can spend just as much time with me and my team as their partner on their
wedding day. Our connection is important.
I once had a bride say to me, “I feel like you’d kill for me.” Thankfully, no crimes were committed that
day, but I did assist her in intimate moments throughout the day without hesitation. My personal favorite
was the moment when she looked at me in horror as she was beginning to walk down the aisle and
realized she had gum in her mouth, I reached out my hand for her to spit the gum into; we laughed and
no one noticed.
I will do anything for my clients. I fix their shoes, dress them, and assist them in their personal moments
as well as provide emotional support. I have been asked by a bride to just sit with her as I made her
drink Pedialyte when she was feeling dehydrated and overstimulated. I have taken walks with a bride that
was getting emotional about the loss of a parent. There are some things I will not share here, but let just
say I will do whatever needs to be done to ensure my clients have the best day possible and feel cared
for.
Our goal is always to produce beautiful, enjoyable, and well-organized events, but more importantly,
ensure that everyone enjoys the day and feels cared for. We set the emotion of the day and watch it
transcend to each vendor, guest, and client.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
My five years of experience in this industry and working for various businesses., big and small, I really thought you had to “be somebody,” to start a business. I worked for many entrepreneurs with investors,
family money, reputations, or previous experience in launching a business. Shortly after launching and
booking most of my clients based on referrals, I learned that all you need is a dream, a plan, a contract,
and a few friends.
Imposter syndrome is ever so real. We are taught to take the “responsible” route or have a mapped-out
plan before taking a step. I had to unlearn all of this and exist in a space where my success was scalable.
I had to build the ship while I was already sailing but damn if that didn’t teach me more lessons and bring
me more gratitude than if someone or something else made it easy for me.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Building a reputation in a market can be challenging. Bowling for Soup was surely right when they sang High School Never Ends.
It’s often difficult to figure out how others will perceive your actions. Reaching out can seem pushy or
intrusive, and keeping to yourself can be interpreted as being elitist. Especially in the wedding industry
where preferred vendors and referrals are everything; it’s difficult not to seem cliquey.
As for me and my team, we really work on authenticity. We all have made mistakes, we all have people
that may or may not like us, and we all have our stories, past experiences, bad first impressions, or
Instagram post that got screenshotted and shared in a group chat. I often have to remove that thinking
and be grateful for those that I know and love, and for those who know and love me. I have made so
many deep, lifelong friends in this industry. Through that, I have realized to have a few really good people
clapping is louder than a lot of people whispering.
We have also leaned into just being ourselves. I used to be more hesitant to post on my personal account
the non-aesthetic moments of my life…but as I started to get more inquiries from my personal Instagram
than my business, I realized people wanted to hire ME not my business. I thought I had to follow trends or
post certain photos, looks, or aesthetics. While we design looks for a myriad of aesthetics and preferences,
we rebranded to attract our people.
In a sea of green, white, pink, and light blue, our logo is black. Our brand is bold, funny, and edgy…but so
are our clients.
Your people will find you. My clients typically have similar beliefs, passions, and interests as me. In the
midst of planning, we often end up laughing over cocktails, texting about Taylor Swift, or sharing Tik
Toks. We put out who we are and the people for us find us.
Contact Info:
- Website: www.sondereventco.com
- Instagram: @sondereventco
- Facebook: https://www.facebook.com/sondereventco
- Linkedin: https://www.linkedin.com/company/sonder-event-co/
- Other: https://www.zola.com/wedding-vendors/wedding-planners/sonder-event-co
Image Credits
Chelsea Schmidt Photography