Alright – so today we’ve got the honor of introducing you to Sarah Wilding. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Sarah thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

Every girl has a dream of who or what they want to do when they grow up. For me, growing up in California, I was enamored by the Disney princesses. I still remember the first time I met my favorite
princess and how beautiful she was. How her eyes were bright blue just like in the movie, and her hair
was just the right shade of red. I was in awe with her shells covered in sparkles and her majestic tail! My
little girl heart leapt with a sensation wishing I could be just like her. Some time ago, when I moved to
Utah, I thought about bringing that magic to the little ones here. I was surprised to learn there were a
couple companies that were already offering princess parties and so I signed on right away. I enjoyed
the interactions with the children, but also noticed significant issues and areas that were lacking. It felt
like the company was only interested in the bottom dollar, not making it special for the children.
Discussing my concerns with my husband, he urged me to begin from scratch and improve what I could
and bring the magic I envisioned into my own company. Characters and Crowns was born a few short
months later.
Affordable character entertainment with high-quality costumes and wigs – not just people in Halloween
costumes but actual performers that sing and act, remain in character, and can face paint or do glitter
and give the client a sense of magic. I also wanted to provide an experience for those who weren’t only
interested in princesses. My husband liked the superheroes growing up and they’re getting a lot of
attention today as well. We’ve strived to employ a large variety of performers to fill those special
requests.
We try taking things one step further and not only give the child that feeling of being special and seen,
but also feel like they’ve met a friend in their favorite hero who knows their name and came to the
event just to see them. We want to create a memory that will outlast the fleeting childhood years and
ensure that impression lasts a lifetime.
Everyone has wanted to make the long trip to visit the characters at the theme parks, only to find out
when they do, that they can wait hours for a short 2 minute interaction, then it’s onto the next child in
line.
I saw a value add in the “more” I could provide. More time, more personal, more magical. Each
experience individualized and that’s what I did. Every performer is trained on so much. I want them to
not only dress as the character they are portraying but to be that character in every way possible, from
their mannerisms, their vocal inflections, their costumes all the way down to their interactions with
adults – staying in character the entire time. Children notice everything so it has to be perfect to be
believable. I’ve been told we “just do things differently” and it is always so nice to hear. Experiences are
most memorable when intertwined with emotion. Painting your little one’s nails, telling them stories,
listening to their stories, getting to know each child, multiple hugs, singing their favorite songs with
them, playing games with them, or jumping on the trampoline with them are all everyday things but
coupled with your child’s hero add an new depth to the impression that’s made. It’s never just a quick
posed photo and then onto the next child. Our goal is that every child, and frankly adult, leave our
events feeling they met “the real princess or superhero”.  Each experience with our characters is an
immersive one. Every interaction with your child is meaningful. Every child feels seen.
Not every child will get to go visit “the mouse” especially as prices for admission rise.
Magic doesn’t have to come with a hefty price tag. We can bring it right into the comforts of your home
when your child feels the safest and are most likely to be themselves. We never want this to turn into
something where money becomes the most important aspect of our business and to make sure every
child who would like to have an experience with our performers can have that opportunity, we regularly
host free meet and greets for anyone who would like to join. Everyone, no matter their income level,
age, or limitations can get to experience those same feelings I had when I was a child.
Seeing the children’s faces light up at our events, smiling over the photos parents send me, reading the
positive reviews and hearing that our performer really made a difference to that child’s day is what
motivates me to keep going. Feedback from parents that their party was absolutely magical because of
us means everything to me. It is validating to know people appreciate what we offer and we will do all
we can to ensure it was worth every moment of your time spent with our characters.

Sarah, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

We are a character entertainment business! We do parties and events both private and corporate. We help make your event magical! We do it all at the party so you can relax and enjoy your little one’s special day!

Have you ever had to pivot?

I launched in January 2020; it was slow at first but by February we had 1 party booked every weekend. Then Covid happened and I had to find a way to still stay connected to customers and still bring that magic, still keep my performers working but safely.
We did nightly bedtime stories on our social media, sent out birthday cards from the characters that were handwritten and autographed, did zoom calls and even zoom birthdays as well as car parades. I built up a clientele that way and when things started open back up and no events were going on I started holding my own monthly events where I could schedule small groups to do activities with the princesses and still social distance and it gave everyone something to do and a reason to get out. It kept the magic alive when we were all feeling so trapped.

How did you put together the initial capital you needed to start your business?

Haha Funding ,well my business is all personally funded by me. When i first started i used my savings to buy costumes and wigs to get started and i had a few friends that had their own costumes they used as well. I bought all my own party supplies with any money i had. That is still how i do my business i’ve never had any investors or loans it’s just always been funded by me. Everything i make with my business goes back into it for better costumes more supplies. events etc. The website, social media, scheduling, payments, customer service, confirmations, follow ups, photos, costume maintenance, the supplies, every single bit of this business and all the “behind the scenes” are done by and funded by me.

Contact Info:

• Website: https://www.charactersandcrowns.com/book-online
• Instagram: instagram.com/Charactersandcrowns
• Facebook: https://www.facebook.com/Charactersandcrowns