From candy tables to "indie, eco-friendly, 100-mile weddings", Jessica Laine Celebrations has found a niche in the Toronto wedding industry. Owner and Event Designer, Jessica Reid, is an ambitious new wedding planner who is making a name for herself, launching bridal shows, serving up her “Truly, Madly, Deeply” planning packages, and ultimately, gaining the attention of some of Toronto's more untraditional, brides. Jessica knows style when she sees it, she is priced to be accessible by all budgets, and she’s used to wearing many different hats when it comes to the roles required to pull off an event without a hitch. Staff at The Ring sat down with this young professional to learn more. Here's what we found...

Starting out small - or rather, petite

Jessica Reid has been in the business of events for the past five years, first with children’s parties (her children's events company is called JL Petite Fetes, formerly Party Animals) and, for the past two years, with Toronto weddings. Jessica is a graduate of the Humber College Event Management program and a certified 'Green Wedding Planner' (certified via the Wedding Planning Institute).

Through Jessica Laine Celebrations, she’s making eco-friendly, sustainable weddings her forte, which is what July 31st 2010 bride, Jennifer Kershner, said set Jessica apart from others. “Well, at the time we didn't know we were looking for it, but we were happy that she offered ways to make our wedding more environmentally friendly. We met with some other wedding planners and we didn't notice that any of them had this aspect in their service packages.”

She told The Ring that her hands-on experience with weddings includes just about every facet of wedding planning, design, vendor liaising and wedding coordination a bride could think of. "I have worn every hat imaginable - actually, I shouldn’t say that, I’m sure there are more new ones just waiting for me at future weddings - and I am happy to say that my knowledge and practical experience in the wedding world has touched every corner, but I know there is always more to learn and do, so I welcome new challenges every day!

And as Jessica she builds her reputation and client list (now having twelve weddings under her belt), this event planner is busy making contacts and deciding for herself who is the best in business, the wedding experts she'd recommend to Jessica Laine Celebrations brides without hesitation.

Part showcase, part celebration, all Jessica Laine style

With Jessica, there's no shortage of energy or ambition. From candy bars to her green planning services, she's quickly finding a niche for herself. But this planner has a few more tips & tricks up her sleeve.

On January 16, 2011, Jessica took her wedding vendor connections to the next level by hosting her first event for Toronto brides called "Mix, Mingle Marry!" at the Gladstone Hotel. Jess says it's Toronto's first boutique bridal showcase event - "part showcase, part celebration, all fun!" From seminars and DIY tricks to vodka gimlets at the bar, the event sounds like it was a smash for those involved. According to her MMM blog, Jessica has already begun to plan the next event, setting a date for Fall 2011.

Style, details & inspiration

The Jessica Laine Celebrations blog (celebrateit.blogspot.com) and exhibitor booths at local bridal shows are filled with contemporary designs (chivari chairs, candelabras, runners, favours, stationery and other details in hot colour schemes) and, almost always, candy! From swirly fuchsia heart shaped lolly pops to samples of the candy bars she often designs for her wedding clients. In fact, these candy bars and tables are quickly becoming popular requests and have started turning candy clients into wedding planning clients.

Jessica stays inspired by taking notes on who and what is new in the industry, including surfing some of her favourite blogs and wedding websites and reporting on her favourite ideas online. But aside from getting inspired from the industry as a whole, Jessica says it's her work and her clients that keep her so driven to create fabulous weddings. "Every wedding is different. Sure, there are many similar components, traditions and what-not, but I love to know the reasons behind them and what makes them special for each couple, and how they want to make them personal and meaningful. I know there are some people in the industry who can get caught up in the ups and downs of it all, but I don’t see the monotony others do. If you are focusing on the whole reason you are doing this in the first place, the positives - such as the joining of two people who are madly in love - then you can’t possibly be uninspired!"

Truly, Madly, Deeply

Jessica Reid is a designer and planner of weddings. Working with brides who are usually a bit untraditional, she offers three service packages as starting points. The packages - named Truly, Madly, and Deeply – include plenty of priceless services and as well as plenty of options to add or subtract more. She says Day-of Coordination (the Truly package, $1000, though this can be customized) is popular. It's a packaged intended for couples who want to do al of their planning on their own, but also want someone to take care of the execution of the wedding day. Jessica admits that couples rarely choose Truly as a stand-alone service, "My clients are always adding additional services."

Madly (starting at $2000) is the Truly package with event design and conception, budget management and vendor selection thrown in.

In the Deeply package (starting at $3500), you're getting help with all elements and planning details of the wedding and design.

A la carte services can be added in individually or bundled at special rates but for the most part, consultations range from $50 to $75 per hour, candy and dessert tables start at $300 (plus $3 per guest), and all of the above (and below) can be custom designed within your package. Some of the fun add-ons include...
• Candy & dessert table styling
• Planning, design & coordination of rehearsal dinner
• Planning, design & coordination of day-after wedding brunch
• Planning, design & coordination of bridal shower & bachelor/bachelorette party
• Planning, design & coordination of engagement party
• Coordination of hotels/activities for out-of-town guests
• Hourly consultations

She also says that a couple's budget is never her main concern. "As long as a couple is willing to sit down and discuss how we can work together, I am open to being flexible to all budgets high and low."

At Jessica Laine Celebrations, it’s also about working with couples who click. "I like to provide a comfortable environment where my clients know they can be open and honest with me and get the same in return. They shouldn't feel afraid to voice their opinions... I am here to help. A couple will hire me because they feel that I can represent them and help their dreams into their dream day."

Jennifer remembers her and her husband-to-be at the time getting along well with Jessica. “[We felt] that she would take care of everything that we wanted to include in our wedding. Our families had a few traditions that they really wanted us to include in our wedding, and we wanted to feel extremely comfortable that our wedding planner would be able to keep track of everything we had to do!!”

Jessica describes her business and personal style as very casual. "When the wedding day comes, or when it is necessary, I am more tough and regimented, but when I’m working every day, I am definitely relaxed. My packages are the same, they are totally flexible; elements can be swapped in and out, scaled back or pumped up depending on what the couple would like, and I am easygoing when it comes to payment terms."

Green, sustainable weddings

Many of Jessica's brides come to her looking to create a sustainable wedding. She says couples are definitely starting to think outside the box and inside their hometowns for indie, eco-friendly "100 mile" weddings.

Jessica says there are many ways to go green with your wedding. “You can use reputable, caring caterers who emphasize sustainable, local fare… Support an eco-friendly cause or environmental charity with your wedding favours… Decorate with living plants instead of cut flowers…” There are plenty of ideas to go around. And if a green wedding isn’t your top priority, that’s fine too. Jessica is happy to be a part of your planning process, no matter what colour it is.

How it all goes down at Jessica Laine Celebrations

At your first meeting with Jessica Reid, you're going to talk about all-things-weddings. Jessica finds out what you've already done, what you want to do, and what you need most. "I give them a clear picture of what I can offer them," she explains.

Jennifer told The Ring, “[Jessica] had packages already in place so that we could see the kinds of services that people would want for a wedding. We didn't have to think about what we would need because it was all laid out for us.”

Once you've chosen Jessica for your wedding, you sign a contract and the planning begins! Part of Jessica's job might mean drawing up a budget, tracking expenses, creating inspiration boards, doing venue walk-throughs and meetings and more. Sometimes, Jessica actually does the venue visits on her own, reporting back to her clients on her favourite (and not-so-favourite) things about each site.

"I could be helping them choose flowers, menus, making executive decisions and offering etiquette advice. I refer them to vendors that fit their style and budget and we all work together as a team to produce the ultimate end result. I run through the rehearsal with them and maybe help them plan any pre-wedding activities or events. I set up the decor if necessary before or on the day of, act on behalf of my couple when working with vendors and make sure anything the bride and groom want, they can have it whether it is a bottle of water they didn’t realise they needed or the backup music CD at the best man’s house because the DJ hasn’t shown up yet. I cue the processional, they marry each other and everyone rejoices! then the party begins and I work behind the scenes [or in the scenes, depending on what I’m supposed to be doing] to pull off the greatest day in this couple’s lives, then I may help with tear down if that is in my contract as the newlyweds ride off into the sunset with a care package tucked into their getaway car [they don’t realise they are starving until they are in their hotel room and it is 1am]. That’s how it all goes down!"

One photographer, Samantha Lane of Capture Toronto Photography (www.capturetoronto.ca), remembers Jessica being on top of everything at an wedding they both worked. “As a photographer, I really liked working with Jessica Laine Celebrations… [Jessica] was really able to communicate what her clients were looking for in their wedding pictures,” she told The Ring. “I think the main reason to [hire] Jessica Laine Celebrations is the attention to detail and the experience Jessica creates. Everything was perfect, from the food to the atmosphere.”

Details, details, details

• Jessica Laine Celebrations packages range from $1000 to $3500, with a la carte options as low as $50/hour and candy/dessert tables for $300+.
• Jessica says her services are not applicable to taxes. Gratuities are optional, not expected but always appreciated!
• A signed contract is necessary to begin work. All terms and conditions are outlined in your contract so that everyone is on the same page.
• A 10% deposit books your wedding date with Jessica, however she's flexible. "Some like to pay more to get it out of the way. Others would like to work out a different payment schedule."
• You should try to book twelve months in advance for full planning, however there have been times when Jessica has been able to take on a wedding less than a month away. "If I have availability, let’s make it work!" For referrals, design work, and hourly consultations, she evaluates requests on a case-by-case basis to be sure she has enough time to give the required attention to each bride.