We caught up with the brilliant and insightful Shay Terrell a few weeks ago and have shared our conversation below.
Hi Shay, thanks for joining us today. Any thoughts about whether to ask friends and family to support your business. What’s okay in your view?
I do think it’s appropriate to ask friends and family to support my business. My family and friends are not ones to hold back the truth, so if there’s something I can improve, they will let me know. That kind of honest feedback is invaluable because it allows me to make adjustments and grow. Most of the time, friends and family will extend grace during the beginning phases of a business because they understand you’re still learning—grace that may not always be granted elsewhere.
What’s not appropriate is when friends and family expect free or highly discounted services. My favorite example? When they wait until the last minute and expect me to perform a miracle! Running a business means setting prices that reflect my time, skill, and effort, and it’s important for loved ones to respect that.
I draw the line when something jeopardizes my business reputation, my personal reputation, or causes financial hardship. At the end of the day, a business must be sustainable, and that means operating professionally, even with those closest to me.
The key takeaway? Set clear boundaries with family and friends and stand firm in them. Boundaries keep the business structured and relationships intact. When both sides understand and respect each other’s roles, support becomes a positive and uplifting force rather than a source of stress.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
Born and raised in the heart of the Midwest – (Benton Harbor, MI) but graced with the charm of a true Southern belle, I have an undeniable passion for all things glamorous. My love for travel has taken me to breathtaking places, each one sparking new inspiration and fueling my creative spirit. Event design is more than just a craft for me—it’s a way to turn dreams into reality, weaving magic into every detail. With an eye for elegance and a heart for unforgettable moments, I create experiences that leave lasting impressions.
Being the ever-doting (and slightly overbearing) big sister, I attended my niece Khloe’s first birthday party 14 years ago, only to be completely unimpressed with the setup. Right then and there, I made a vow—I would take over the planning for her second birthday. What started as a simple family tradition quickly turned into something far more magical.
As I poured my heart into designing her second birthday celebration, something unexpected happened—I discovered a hidden passion. Bringing my creative visions to life filled me with pure joy, but the true magic was in Khloe’s reaction. The sparkle in her eyes, the excitement in her laughter—it was the moment I knew this was more than just a one-time thing.
From that day forward, I found myself designing for every family gathering, each event becoming a new canvas for creativity. What began as a heartfelt hobby for loved ones eventually blossomed into a full-fledged business in 2019. Now, I have the privilege of creating unforgettable moments for others, turning dreams into reality—one beautifully designed event at a time.
I specialize in transforming ideas—whether fully formed or just a vague feeling—into breathtaking realities. Many of my clients come to me with a vision they can’t quite articulate, and that’s where my magic happens. I listen, interpret, and bring their dreams to life with creativity, precision, and a touch of elegance they never imagined possible.
Beyond design, I solve the stress and overwhelm that often come with planning an event. I create an atmosphere of trust, ensuring my clients feel confident that every detail is in expert hands. From conceptualization to flawless execution, I handle the logistics, aesthetics, and the unexpected—so they can simply enjoy the moment. My goal is always to deliver not just what they envisioned, but an experience that exceeds their wildest expectations.
What sets me apart as an event designer is my commitment to continuous growth, my signature style, and my ability to transform any event into an unforgettable experience. In this industry, creativity alone isn’t enough—you have to constantly refine your craft, stay ahead of trends, and invest in education. I take pride in doing just that. I am a 3x Devereux Experience Alum and a 2x Behind The Veil Alum, which means I’ve had the privilege of learning from some of the best in the industry, sharpening my skills, and elevating my expertise.
Beyond technical knowledge, I bring a unique flair to each event—what some might call a little “extra.” I don’t believe in ordinary; I believe in over-the-top elegance, in grand moments that leave lasting impressions. My clients seek me out because they know I will take their vision and elevate it beyond what they imagined. Whether it’s dramatic floral arrangements, intricate tablescapes, or personalized details that make an event feel truly special, I infuse every project with creativity, sophistication, and just the right amount of wow-factor.
At the heart of it all, I don’t just design events—I curate experiences that tell a story, evoke emotions, and create memories that last a lifetime. That passion, combined with my dedication to excellence, is what truly sets me apart.
What sets me apart as an event designer is my commitment to continuous growth, my signature style, and my ability to transform any event into an unforgettable experience. In this industry, creativity alone isn’t enough—you have to constantly refine your craft, stay ahead of trends, and invest in education. I take pride in doing just that. I am a 3x Devereux Experience Alum and a 2x Behind The Veil Alum, which means I’ve had the privilege of learning from some of the best in the industry, sharpening my skills, and elevating my expertise.
Beyond technical knowledge, I bring a unique flair to each event—what some might call a little “extra.” I don’t believe in ordinary; I believe in over-the-top elegance, in grand moments that leave lasting impressions. My clients seek me out because they know I will take their vision and elevate it beyond what they imagined. Whether it’s dramatic floral arrangements, intricate tablescapes, or personalized details that make an event feel truly special, I infuse every project with creativity, sophistication, and just the right amount of wow-factor.
At the heart of it all, I don’t just design events—I curate experiences that tell a story, evoke emotions, and create memories that last a lifetime. That passion, combined with my dedication to excellence, is what truly sets me apart.
What’s a lesson you had to unlearn and what’s the backstory?
One of the biggest lessons I had to unlearn was the idea that I could (and should) do everything myself. In the early days of my business, I took pride in being hands-on with every aspect of an event—not just the creative vision but the setup, logistics, and even tasks that should have been delegated. I believed that by doing it all myself, I was saving money and maintaining control, but in reality, I was spreading myself too thin.
The turning point came when I nearly had an event fail simply because I was trying to juggle too much at once. I remember the overwhelming feeling of exhaustion, racing against time, and realizing that no matter how much passion I had, I couldn’t be in ten places at once. That experience was a wake-up call—I learned that running a successful event isn’t about doing it all alone but about building a strong, reliable team.
I quickly shifted my mindset and embraced the power of collaboration. I discovered that bringing in skilled vendors and forming a solid team didn’t just lighten my workload—it elevated the quality of my events. Each person brought their expertise, allowing me to focus on what I do best: designing unforgettable experiences.
Now, I truly understand that success isn’t about being a one-person show; it’s about orchestrating a symphony of talented professionals who work together seamlessly. There’s power in delegation, strength in teamwork, and magic in trusting others to help bring a vision to life.
We’d love to hear a story of resilience from your journey.
My journey as an event designer has been full of unexpected twists, but one story stands out as a true testament to resilience. I officially started my business in 2019, booking most of my events for 2020. Just as things were picking up, the world was hit with the COVID-19 pandemic. Overnight, almost every event I had lined up was canceled—except for one.
At that moment, I was ready to throw in the towel. I had invested so much time, energy, and hope into my business, and now it seemed like it was all slipping away. My plan was simple: fulfill my commitment to that one wedding, and then close up shop. But then, deep down, I heard this quiet, persistent voice inside me, urging me not to quit.
Instead of giving up, I decided to pivot. I reached out to my now mentor, hoping to join his team, and that decision completely changed the trajectory of my career. Through his guidance and support, I learned to adapt, grow, and reframe my approach to the business.
There were many days I felt like walking away, but I held on just a little longer—one more day, then another. It was in those moments of uncertainty that I realized the power of resilience. Sometimes, you just have to keep going, even when you don’t see the path ahead. Every setback can become a setup for something greater.
That experience taught me that perseverance, flexibility, and faith in your vision can help you weather any storm. Now, I look back and know that choosing to keep going was one of the best decisions I ever made.
Contact Info:
- Website: https://shaylashuree.com
- Instagram: https://www.instagram.com/shaylashuree_events/
- Facebook: https://www.facebook.com/shaylasevents/
Image Credits
Andre Brown Photography
Cynthia Ndelo Photography & Cinematography
JRMHphotos