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

Alright, Kandi thanks for taking the time to share your stories and insights with us today. The first dollar your business earns is always special and we’d love to hear how your brand made its first dollar of revenue.

One of the first clients we landed, who wasn’t connected through friends or family, came through an Instagram inquiry—something we hadn’t anticipated so soon! It was for a bridal shower, and the host was traveling in from out of town. That added a layer of trust that made the booking feel extra special.

The event was important to her, and she trusted us to handle everything—from setting up the décor to crafting a beautiful charcuterie spread and even managing the itinerary. I remember the feeling of excitement and pressure as we realized this was our first official client who found us purely through our work.

We spent hours on sourcing, planning, and creating unique details for the event. We built backdrops and handmade floral arrangements. It also started our faux floral inventory that has more than tripled in size.

The day of the event, everything came together beautifully. Seeing the joy on the host’s face and knowing we’d nailed it was such a rewarding experience. That moment, the first dollar earned from a complete stranger, solidified that our brand could stand on its own and that we were on the right track. We’ve had the pleasure of creating so many more memories for others since then. We always hold a special place in our hearts for that first bridal shower.

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?

We’re Deana, Whitney, and Kandi—the co-founders of DWK Event Collective. Our journey into the event planning industry grew out of a shared love for bringing people together and creating meaningful experiences. It was promoted from a baby shower and a bottle of champagne. Each of us came into this field with different backgrounds, but what really unites us is our passion for designing events that feel personal and memorable.

DWK Event Co. specializes in transforming spaces through décor, balloon installations, backdrops, and event coordination. Whether it’s a small intimate gathering or a large-scale celebration, our mission is to help our clients turn their visions into reality. What sets us apart is our collective attention to detail and our ability to connect with each client to truly understand their needs and style.

We solve problems by thinking creatively and strategically—whether that’s working within tight budgets, managing complicated logistics, or simply providing guidance on making an event feel cohesive and special. One of the things we’re most proud of is the collaborative approach we take with our clients. We don’t just execute ideas—we partner with our clients to refine and elevate their vision.

We want potential clients to know that at DWK, every event is personal to us. The three of us bring our own strengths to the table, making sure that no detail is overlooked and that the entire process is as seamless as possible. From the initial idea to the final setup, we work together with the client to ensure their event reflects who they are and what they want to celebrate.

We’re passionate about what we do because we know how important these moments are—whether it’s a wedding, a corporate event, or a milestone celebration. Our goal is to make every event unforgettable, and we love being part of those special memories.

Thanks for getting to know us! We can’t wait to create golden memories with you.

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

A major lesson we had to unlearn as business owners is that we’re not for everybody—and that’s okay. When we first started out, like many new businesses, we had the mindset of wanting to say “yes” to everything and everyone. There was this pressure to try and capture every opportunity that came our way, as if every potential client or project was crucial to our success.

But over time, we realized that not every client is the right fit, and we’re not the right fit for every client. Rather than feeling like we had to “win” every job, we shifted our focus to making meaningful connections. If we recognize that a project isn’t quite in line with what we do or what the client needs, we now confidently refer them to someone else who might be a better fit. It’s part of our philosophy of lifting others up in the industry because we genuinely believe there’s enough pie for everyone.

Unlearning that scarcity mindset—of wanting it all—was a big turning point for us. It gave us the freedom to focus on what we do best and the clients who truly resonate with our work, while supporting other businesses along the way. It’s been a powerful shift in how we operate and has allowed us to build stronger relationships and a more genuine business.

What’s been the most effective strategy for growing your clientele?

One of the most effective strategies for growing our clientele has been building strong relationships and partnerships. For us, it’s all about making connections with vendors and collaborators who trust us as much as we trust them. A great example is our partnership with RSRVD Event Studio and Kelsea, which has been pivotal in helping us reach new clients. The opportunity to work with them has been invaluable, and we’re grateful for how these kinds of relationships have fueled our growth.

It’s not just about working together on events but about creating a network of people who uplift each other. We’ve found that when vendors recommend each other, it leads to more meaningful and lasting connections with clients. Referrals are irreplaceable.

Contact Info:

• Website: https://www.dwkevents.com/
• Instagram: @dwkeventco
• Facebook: https://www.facebook.com/share/vbzooYwRo8oRrVWE/?mibextid=LQQJ4d