This content was created by Girlboss in partnership with Wed Vibes.
Did you know that wedding planning is one of the world’s most stressful jobs? Daria Neretina sure does, having spent a decade in the industry. “It’s beautiful, romantic, and creative. I miss it sometimes, but I knew my dream was bigger,” she says.
That dream? To help talented wedding professionals grow and express themselves, while giving engaged couples the weddings of their dreams. To that end, Daria envisioned a platform “that not only showcased vendors’ talents but also provided them with the tools to overcome hurdles and succeed.”
Nine years ago, Wed Vibes was born. A few years later, Daria moved to the US to study digital marketing at UCLA. While there, Daria met Alina Krupenina, a marketing pro with 15 years of experience, who had worked with household names like Nutella and Kit Kat. Together, they would take Wed Vibes to new heights.
Today, the platform has grown to impressive heights. In fact, it’s the fastest-growing wedding media company with 165,000 followers, $1M in revenue and 20 employees working across the globe. Wed Vibes has partnered with esteemed brands including Ritz Carlton and Tiffany & Co. And the Wed Vibes Community has over 600 members and features tens of thousands wedding professionals globally. Plus, “we’ve personally consulted more than 400 wedding professionals as marketing experts about their business,” adds Daria.
Wed Vibes offers curated advice and inspiration on everything from the best gown designers to the latest floral trends. Alina describes the Wed Vibes audience as stylish and fashion-savvy. “They love authentic emotions and staying up-to-date with the latest trends. We're proud that they value our taste and advice in choosing distinctive vendors for their big days,” she adds.
One of the biggest challenges wedding vendors face is getting noticed by the right couples in order to market their talents. In a wedding industry that’s valued at nearly $220 billion, and where 80 percent of vendors are small businesses and individual entrepreneurs, the competition is high. Wed Vibes’ unique differentiator is putting vendors directly in front of discerning couples.
“Our platform aims to do more than just showcase their work. It provides them with the tools necessary for overcoming these challenges and achieving success. We are dedicated to helping them not just earn a living, but to flourish with their talents, find a like-minded community and build thriving businesses,” says Alina.
Photo Courtesy of Wed Vibes
Wed Vibes also takes a personalized approach to their vendor relationships. “We prioritize understanding their business objectives and challenges before crafting a tailored proposal. We don’t just highlight their work, but also their unique personality and expertise,” says Alina. That can look like conducting an interview to introduce vendors to potential clients, organizing a photoshoot to boost their portfolio, or sharing their expert insights (for example, Alina and Daria are consulting American wedding vendors on how to break into the European market). “We're dedicated to authentically representing them,” says Alina.
Daria attributes Wed Vibes’ hyper-growth to their openness to be flexible, “If one strategy doesn't work, we quickly pivot to the next.” Plus, they listen to feedback. “We cherish the opportunity to interact daily with our readers and members. Their feedback shapes our strategy, which we regularly refine,” she adds.
A typical day at the office is “buzzing with calls, emails and chats,” says Alina. “We're constantly brainstorming, improving everything from visual aesthetics to SEO, and streamlining our workflows. We also provide one-on-one consultations to our members and actively pitch to our partners, both existing and potential.”
As for what’s next for the company? Continue growing its community and seeking out new wedding talent. There’s also a bespoke marketing school for wedding professionals in the works, as well as an international awards launch for wedding professionals, to be judged by independent community and client votes.
For these two founders, it’s definitely a happy marriage.
Rapid Fire
Daria’s top wedding trends
Sustainability: Brides are opting for a vintage dress or jewelry, along with locally grown flowers that usually travel less than 100 miles, minimizing packaging needs.
Retro: Building on the vintage theme, there's a growing fondness for nostalgia in weddings. Couples are embracing elements like Super 8 mm film, classic cars, and traditional cakes adorned with intricate piping and icing for their timeless, ethereal charm. There's an increasing preference for photographers and videographers skilled in film and vintage-style photography. Couples are seeking that classic, grainy cinematic look reminiscent of old home movies.”
Wedding content creators: Complementing traditional photographers and videographers, these specialists focus solely on capturing your wedding for social media. They craft Instagram Reels that showcase candid moments, capturing the subtle, often overlooked nuances of the day. Their work is not just authentic, but also quickly delivered (usually within a couple of days). This allows guests to truly engage in the moment, setting aside their phones to enjoy the celebration.
Drone shows: A modern twist on classic fireworks. These aerial displays combine environmental consciousness (since they’re free from the smoke of traditional fireworks) with the ability to customize and choreograph a performance that uniquely tells the couple's story.
Wedding stylists: Couples are elevating their wedding attire with the expertise of professional stylists, creating distinct ensembles for their special weekend. They’re embracing bold choices, from non-traditional wedding dresses to giving the wedding party styling freedom.”
Photo Courtesy of Wed Vibes
Daria and Alina’s advice for wedding vendors looking to break into the industry
“In this personal industry, remember: people connect with people,” says Daria. “Couples don’t just want exceptional results, but also a memorable experience with you. Express your individuality, share your story, interests and your unique business ethos,” she adds.
Daria advises to approach every person you interact with as a potential client, especially because growth can often come from personal connections and recommendations. “We call it a ‘give first’ approach,” says Daria. “When engaging with potential partners, focus on what you can offer them, and how you can capture their interest.”
Alina also recommends gaining some “diversified external recognition.” Translation: reviews, testimonials and PR. “Couples often seek signs of acclaim on your Instagram profile and website, naturally wanting the best for their wedding,” she adds. Getting nominated for an award or being celebrated by others enhances visibility and credibility, and builds trust.
Daria and Alina’s advice for newly engaged couples
Make it uniquely yours: It's your day; create it your way, without bending to others' expectations. For example, the tradition of not seeing each other before the ceremony is common, but it's your choice. You can opt for a serene morning together or a “first look” photoshoot, if that feels more true to your relationship. Or even… walk together down the aisle. Simple.
Trust your team: Choose vendors you click with and trust. These professionals will turn your vision into reality. On your wedding day, relax and let them manage the details, so you can savor every moment without worry.
Cherish every moment: No matter how hectic the planning gets, keep sight of what's truly important—your love and the joy of this special day.
Wed Vibes is your daily source of well-curated wedding inspiration and recommendations since 2015.
