We caught up with the brilliant and insightful Jasmine Duncan a few weeks ago and have shared our conversation below.

Jasmine, looking forward to hearing all of your stories today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

I started dancing as a young child, which eventually led to performing in productions and then working for the same dance company I performed with. Being both on stage and behind the scenes gave me a unique perspective—I saw how much planning and coordination went into making events successful. I loved the energy of being part of a team that brought everything together.

When I had kids, I stepped away from dancing to focus on raising them. During that time, I realized I didn’t want to go back to a traditional job. I wanted to work for myself and have the flexibility to manage my own time. I knew I wanted to be in the event planning industry, so I attended The Wedding Planning Institute of Cananda Inc and received my Wedding Planner, Consultant, and Coordinator Certification.

I started small by creating mommy-and-me events that I could bring my children to. These events gave me a chance to test my skills and figure out what worked. As my kids grew older, so did my ambition. I began branching out into larger-scale events, working with corporate clients, non-profits, and social organizations. I spent hours researching, testing, and sometimes failing, but every challenge made me sharper.

To make the transition, I had to learn a lot—everything from building a business to managing logistics, creating budgets, and marketing my services. I also had to set up systems and processes to stay organized and professional as I grew. Over time, I gained more clients, built a reputation for delivering successful events, and eventually established SNK Events as a full-service event planning company.

What started as a way to blend work and motherhood evolved into a mission to create powerful, unforgettable moments for others. And while working for myself isn’t easier than a 9-to-5, it’s infinitely more fulfilling.

Jasmine, 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?

I’m Jasmine, the founder of SNK Events, an Edmonton-based event planning company specializing in full event planning, day-of coordination, and project management. We also offer AV/Tech, photo booth rentals, and event content creation.

At SNK Events, I help clients save time, reduce stress, and create meaningful experiences. From managing logistics to ensuring every detail is executed flawlessly, I take pride in delivering events that align with my clients’ goals and vision.

What sets me apart is our hands-on experience, having worked in every aspect of event planning—from behind-the-scenes operations to on-stage performances—which gives me a deep understanding of the importance of every detail. As a small business owner, I offer personalized attention to each client, ensuring their unique needs are met with care. I am committed to diversity and inclusion, creating events that resonate with culturally diverse communities and high-end clients alike. Additionally, my experience with both corporate and non-profit organizations provides me with a well-rounded perspective on how to make events both impactful and successful.

At SNK Events, my ultimate goal is to become a trusted resource for event planning, offering not only professional services but also valuable tips, tools, and education. I strive to ensure that every client feels confident their event is in capable hands, executed with precision and care. For me, every event is more than just a project—it’s an opportunity to create something truly special and memorable.

What’s a lesson you had to unlearn and what’s the backstory?

A lesson I had to unlearn in my business was relying on bad financial practices that held me back from expanding. I realized that old habits, like inconsistent tracking and poor budgeting, were limiting my growth. Now, I’m actively unlearning those outdated behaviors and replacing them with stronger financial habits that support my goals and set my business up for success.

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

Starting this business as a single mom of three was incredibly challenging, but it also taught me the true meaning of resilience. My kids have been involved in every aspect of the business—helping with setups, tear-downs, registration, working as Photo Booth attendants, and even assisting on event days. There were moments when the stress and exhaustion made me want to quit, but seeing my kids believe in me and support my vision gave me the strength to push through. Their involvement not only kept me going but also showed them the value of hard work and perseverance.

Contact Info:

• Website: https://snkevents.ca
• Instagram: https://www.instagram.com/snkeventsyeg/
• Facebook: https://www.facebook.com/SNKEventsYeg/
• Linkedin: https://www.linkedin.com/in/snkevents/