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

Veronica, thanks for joining us, excited to have you contributing your stories and insights. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

Never in all my years did I think that I would own the Association of Bridal Consultants. I started as a Wedding Planner back in 2002, and in 2017 I earned my Master Wedding Planner designation. I figured I would move to destination weddings instead because I was getting older, and then in 2021, our then-President and Owner stated that he wanted to retire. I still didn’t say anything because I just wasn’t sure about my direction, and I was making good money with Destination Weddings. Then, in 2023, he stated that maybe he should just close the Association down, and that is what bothered me.

The Association helped make my career, which helped me to pay for my mortgage, clothes, and food all these years. The education, the networking, my friends, brothers, and sisters, ABC was a huge part of my life for the past 20 years, and I didn’t want to see it fall. What then would happen to me? So I approached him about purchasing the Association to keep it alive for the next generation and for those who have experienced the height of the organization, like me.

On January 1, 2024, the purchase became official, and with ABC, it started a new era, a wedding organization run by wedding professionals. In the previous months, I had reached out to some really fantastic people to help me run the organization and to work towards making it all that we had imagined it to be. The 7 of us at that time had high hopes and wide dreams. Pretty early on we realized what the previous owner had done all these years and learned that we had to start from the begining and build a new foundation now this year, our second year, we are able to implement more programs and benefits and are finally making headway into turning ABC into the organization we always knew it could be.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Veronica M. Foster is a seasoned expert in the events industry, renowned for her dedication to elevating the standards of the wedding industry. With over twenty years of experience, Veronica began her career in high-pressure environments, developing a keen eye for detail and a passion for design that has shaped her exceptional work with couples, businesses, and organizations.

As a Master Wedding Planner—one of only fifty-nine globally—Veronica initially specialized in a diverse range of events, from intimate weddings to large-scale functions for up to 1,500 guests. Her creative flair and commitment to excellence have earned her features in prestigious publications such as The Knot, Munaluchi Bride, Wedding Planner Magazine, and various industry blogs.

Holding degrees in Fashion Merchandising from the Art Institute of Philadelphia and a bachelor’s in business from the University of Phoenix, Veronica is also a certified Gold Sandals Wedding Specialist and Weddingmoon Specialist, now focusing on destination weddings and incentive travel.

Now, Veronica’s passion lies in advancing the next generation of wedding professionals. As the President of the Association of Bridal Consultants (ABC), she has held numerous leadership roles, including North Carolina State Manager, Director of Outreach, and Vice President. In these positions, she has dedicated herself to fostering integrity and innovation within the industry.

Veronica shares her insights through contributions to Wedding Planner Magazine, The Knot North Carolina, and Marry Me Magazine. Additionally, she actively supports philanthropic efforts, including her role as Director of Fundraising for Wish Upon A Wedding and her advocacy for Brides For Breast Cancer.

With a commitment to listening and understanding her clients and Association members, Veronica continues to transform visions into unforgettable realities while nurturing the future of wedding planning.

Can you share a story from your journey that illustrates your resilience?

Yes! When I was first starting out, and I was still working full time and doing weddings part time, I let my head get bigger than my heart. I was doing well with weddings, I was State Manager of the Association of Bridal Consultants, and people were always asking me for advice. We held a meeting in Asheville, NC, one time where we had two Wedding Planner TV Personalities attend to speak, and on the way home, I told my husband I was going to quit my job and do weddings full time. All the while knowing that I didn’t have enough business on the books to help make the bills. I ended up quitting within that next month, and a few short months later, I lost our house. We couldn’t pay the mortgage and all the bills on one income, adding in that I had an office and bills to pay there also. It was humiliating and very humbling for me.

I learned that I let my ego get the best of me and learning that less on the hard way changed the trajectory of my life and my business forever. It made me work harder in a lot of ways on fixing myself and getting my business on track. I ended up taking a part-time job and putting way more effort into my business, so when I did leave the job, I would leave with a firm foundation under my feet. I went full-time in 2010 and never went back. Now I take my time in making decisions and consult both my husband and team before making anything final.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I think what helped me build my reputation in my market is just kindness. Kindness to clients, kindness to other professionals, and the willingness to help. When you make everything about money and about you and your business, you don’t get anywhere. I see other planners doing some crazy stuff and think “they’ll never make it” and they never do because their focus isn’t in the right place. Being kind to people when you are in the service industry is key to everyone’s success.

Contact Info:

• Website: https://www.abcweddingplanners.com
• Instagram: https://www.instagram.com/ABCAssoc/
• Facebook: https://www.facebook.com/AssocBridalConsultants
• Linkedin: https://www.linkedin.com/company/494481/
• Youtube: https://www.youtube.com/channel/UC77N7hfAwxl4k6sAiD72O6Q
• Other: https://www.tiktok.com/@abcassoc
  https://www.pinterest.com/ABCASSOC/