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

Lindsay, thanks for joining us, excited to have you contributing your stories and insights. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

The story of Formal Tie Events started with a strong foundation in wedding coordination. My journey began at Wedgewood Weddings, a company that specializes in hosting and coordinating weddings across various venues. There, I managed up to five weddings a week, overseeing everything from staff coordination and event setup to ensuring timelines ran smoothly and managing post-event cleanups. This fast-paced environment taught me how to handle complex logistics and multitask effectively, but it also made me realize I wanted to offer a more personalized touch to each wedding.

I loved the work but felt drawn to a different approach—one where I could focus on fewer weddings, build stronger relationships with each couple, and expand to more diverse venues. I also wanted to make sustainability a core part of my mission, recognizing the environmental challenges of the wedding industry.

In 2023, I decided to take the leap and start my own business. The first step was researching what it would take to set up a company in Colorado, including registering as an LLC. I also dived into the competitive landscape, analyzing market rates and identifying gaps where I could provide unique value. I developed a “day-of coordination” contract to clarify my services and highlight my strengths, ensuring clients knew they were getting expert guidance tailored to their needs.

Next, I focused on the tools and platforms that would help me grow. I built a website to showcase my services and philosophy, launched an Instagram account to share my work and connect with couples, and set up a Google Business profile to improve local visibility. The early days involved a lot of trial and error, especially with pricing and messaging. My first client was a breakthrough moment, but it took another five months to book the second wedding. That waiting period was challenging, but it gave me time to refine my approach and build momentum.

Once I nailed down a pricing strategy that reflected the value I offered and aligned my messaging with what couples were looking for, the inquiries started rolling in. Over time, I grew to my ideal pace of 30 weddings per year—a balance that allows me to deeply invest in every couple’s experience while maintaining the sustainability and quality I envisioned from the start.

The journey from idea to execution was a mix of meticulous planning, creative problem-solving, and a passion for delivering exceptional wedding experiences. Every step was worth it to create a business that aligns with my values and brings joy to couples on their special day.

Lindsay, 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?

Formal Tie Events was founded to provide couples with deeply personalized and sustainable wedding coordination. With years of experience managing multiple weddings weekly at a large venue, I learned the intricacies of event planning, vendor management, and timeline perfection. This expertise inspired me to launch my own business in 2023, focusing on creating meaningful and eco-conscious celebrations. By limiting the number of weddings to 30 per year, I can fully invest in each couple’s unique story, ensuring every aspect of their special day reflects their vision.

Our services focus on reducing wedding-day stress by managing all the logistics, from day-of coordination to vendor communications. In addition, we offer an affordable vintage rental collection designed with sustainability in mind. Sourced from local thrift stores like Arc and Goodwill, our rentals include vintage candles, plates, serveware, easels, card boxes, table numbers, and more. By repurposing beautiful, high-quality items, we provide couples with stylish decor options while minimizing waste in the wedding industry. Prices start at just $5 for a card box or $10 for an easel, making it an accessible way for couples to create a stunning aesthetic without contributing to excess consumption​.

What sets Formal Tie Events apart is our commitment to creating stress-free, one-of-a-kind experiences while making sustainable choices at every turn. We take pride in helping couples celebrate their love in a way that honors their values and reduces their environmental footprint. Whether it’s perfecting the flow of the day or offering thoughtfully curated rentals, our goal is to craft unforgettable moments that leave a positive impact. We’re here to help couples focus on what matters most: their love story.

What’s been the best source of new clients for you?

The best source of new clients for Formal Tie Events has been Facebook, which has been both cost-effective and surprisingly effective. Since I didn’t have a large advertising budget when I started, I turned to social media platforms to connect with potential clients. Facebook groups like Brides on a Budget and Colorado Weddings have been invaluable. These groups are filled with couples actively seeking wedding services and vendors, making them a great place to promote my business.

I developed a simple approach: crafting a message that I could easily copy and paste into relevant posts. Unlike many vendors, I include my pricing directly in the message—a somewhat unconventional tactic. While it’s not always standard practice in the industry, being upfront about costs has resonated with many clients, helping me stand out and build trust.

Another significant source of clients has been referrals, particularly from other wedding vendors. Building strong relationships within the industry has created a network of professionals who recommend my services to their clients. This word-of-mouth advertising has been instrumental in growing my business and solidifying my reputation for reliable and high-quality coordination.

These strategies—leveraging Facebook groups and cultivating referrals—have been key in helping me reach and book new clients, even with limited resources.

We’d love to hear the story of how you built up your social media audience?

Building my audience on Instagram for Formal Tie Events has been a rewarding journey, focused on authenticity, consistent effort, and visual storytelling. When I launched my business, I knew Instagram would be a key platform because of its visual nature—perfect for showcasing the beauty and detail of weddings.

The first step was curating content that aligned with my brand values: sustainability, personalization, and elegance. I began by sharing behind-the-scenes moments from weddings, highlights of my rental collection, and testimonials from happy couples. These posts helped establish trust and showcased the heart of what I do. I made sure to include thoughtful captions that told a story, not just about the weddings themselves but also about my passion for creating unforgettable, sustainable experiences.

Collaborating with other vendors and tagging them in posts also played a big role. This not only strengthened professional relationships but also increased visibility, as vendors often reshared the posts with their own audiences. Over time, this network effect helped grow my audience organically.

For those just starting, my advice is to focus on authenticity and storytelling. Share content that reflects your passion and expertise. Start small but stay consistent, even if it’s just one post a week. Engage meaningfully with your audience and use social media to connect, not just promote. Finally, don’t be afraid to experiment—try different types of content like reels, carousels, and behind-the-scenes stories to see what resonates most with your audience.

Contact Info:

• Website: https://www.formaltie.com/
• Instagram: @formaltie.events

Image Credits

Maddison Wilson Photography, Shea McGrath Photography, Mikayla Renee,
The Cavern Photography