We were lucky to catch up with Sonal Shah recently and have shared our conversation below.

Hi Sonal, thanks for joining us today. Alright, so we’d love to hear about how you got your first client or customer. What’s the story?

What distinguishes me is my extensive experience; having worked in both Marriott and Starwood in the hotel industry, I gained experience and knowledge in delivering exceptional service and paying attention to even the smallest details. After completing the training program at Marriott, I decided to venture into a new field and bring my expertise to the world of South Asian weddings.
Two decades ago, I secured my first client and building trust was incredibly important. South Asian weddings are multi-day events requiring vast planning; clients rely on their wedding planners’ expertise to execute this flawlessly.

Establishing a connection with my clients became my top priority, taking the time to understand their vision and ensuring that they feel heard. Making my clients feel comfortable was also crucial in guaranteeing their satisfaction with my ability to plan their weddings. They needed to feel confident and at ease, knowing their special day was in capable hands.

My hotel industry background meant that I already possessed a comprehensive first-hand understanding of hotel operations. This is a rare quality, and it enabled me to communicate and request what was needed effectively, ensuring my client got the best value for their investment.

Attention to detail became my trademark, from designing decor to orchestrating these intricate moments with families on the wedding day. No effort was spared in ensuring that each element reflected the couple’s unique style and celebrated their rich cultural heritage. I take pride in contributing to the happiness and accomplishment of numerous South Asian Weddings, transforming dreams into reality for couples and their loved ones.

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.

Thank you for the opportunity to share more about myself and my brand. My name is Sonal J. Shah, and I am a wedding planner based in New York City. With over two decades of experience in the industry, I have developed a deep passion for creating unforgettable wedding experiences.
What sets me apart from other wedding planners is not only my expertise in event planning but also my influential presence as an international speaker. I have had the honour of sharing my insights and ideas on prestigious stages worldwide, solidifying my position as a leader in the industry. My commitment to excellence and meticulous attention to detail has helped me redefine the boundaries of luxury and sophistication in wedding experiences.

One of my proudest achievements is publishing my debut book, “The Complete Guide to Planning the Perfect South Asian Wedding.” my book covers all aspects of planning a South Asian Wedding, from cultural traditions to personalized touches, and is a valuable resource for anyone looking to create a memorable celebration.

I bring dedication and love to my work to ensure that every wedding I plan is an extraordinary and unforgettable experience for my clients. Attention to detail and creativity are the key ingredients. I also have strong connections with the most amazing vendors, who assist with brining the vision to life. Whether curating an intimate affair or orchestrating a grand celebration, I believe in a no-nonsense attitude that ensures everything runs smoothly. My goal is to exceed expectations and leave a lasting impact on each couple and family I work with.

Blending culture, tradition, and personalized touches is one of my strengths as a wedding planner. I understand the importance of honouring cultural traditions whilst incorporating elements reflecting the couple’s unique personalities. Working closely with my clients ensures that every detail resonates with their vision and creates a memorable experience.

I am proud to be in a position where I can influence the global wedding planning landscape. It is an honourable opportunity to redefine industry standards and inspire others in the field.

What’s worked well for you in terms of a source for new clients?

Attention to detail is crucial. I don’t just create events; i create experiences that leave a lasting impression. Ensuring a seamless process for my clients and their families is paramount. This recognition is reflected in the referrals i receive from not only family and friends but also other wedding guests.
In today’s digital age, social media presence is critical. I can attract clients seeking wedding inspiration by showcasing my portfolio, sharing testimonials, and posting captivating content. This enables me to reach an audience and establish credibility within the industry. Social media provides me with a platform to showcase my expertise, connect with clients, and build relationships with professionals in the wedding industry.

I also take advantage of opportunities for engagement within the industry. These opportunities allow me to demonstrate my expertise, support others in the field, and refine my strategies. By staying up to date with trends in the industry, i ensure growth and success for my business.

Let’s talk about resilience next – do you have a story you can share with us?

As a wedding planner, everyday resilience is critical. I am there for my clients every step of the way, guiding them through the planning process. But being a wedding planner is more than just that – it’s about being entrusted with one of the most important moments in someone’s life. It’s about being a problem solver, a fashion expert, an interior designer, and even a seamstress when wardrobe malfunctions occur on the big day.
The weddings we plan and execute are priceless. They involve several days of operations, with countless vendors and intricate moving parts that need to be flawlessly executed within minuted schedule. Our teams work tirelessly around the clock to create these beautiful masterpieces, ensuring that everything runs smoothly on the day of the wedding. It takes immense resilience to handle the pressure and deliver unforgettable experiences for our clients.

Contact Info:

• Website: https://sjsevents.com
• Instagram: https://www.instagram.com/sjsevents/
• Facebook: https://www.facebook.com/sonaljshahevents
• Linkedin: https://www.linkedin.com/company/sonal-j-shah-events-llc-/
• Twitter: https://twitter.com/sonaljshahevent
• Youtube: https://www.youtube.com/channel/UCRdI33JmT3vE5heW5FtD4nQ
• Yelp: https://www.yelp.com/biz/sonal-j-shah-event-consultants-manhattan

Image Credits
The Studio M Alain Martinez Photo & Cinema Anastasiia Photograph Andreas & Nico Clane Gessel Photography