London brand shoot with wedding planner Amy Davids Events

I get to meet inspirational people every single day in my business, it’s one of the reasons I love what I do. But honestly, when I first spoke to Loretta, and heard her story, what she had been through and was still going through I was speechless. This lady is the definition of superwoman.

Knowing that her brand is all about the luxury weddings, I knew that Mayfair was where her clients would be hanging out, so it’s where we headed for our shoot. I’m going to leave Loretta to tell you her story in her own words further down, but first, let’s take a look at her owning her London brand shoot, a huge step for her…

“I had a lot of trepidation, I had just been through life changing surgery in which I didn’t even think I looked like myself. I could barely look at my face in the mirror.
Just before the branding shoot, I had to have another operation but cancelling wasn’t an option for me as I wanted to get on with my life.

Amanda put my mind at rest before the sessions. There was a lot of paper work got me to look through and answer so that I could get the right pictures got my website and social media platforms”

“I’ve already recommended Amanda to friends and colleagues within the industry. If they want to achieve a certain look for their brand then Amanda will encourage them with ideas and every thing they need to get the right shot!

Everyone loves the photos. They are wowed by them. They find it hard to believe I’ve survived 2 heart attacks and a tracheotomy. I look happy and at ease. I’m in the middle of London and surrounded by places familiar to my ideal client.”

What first got you into your field?

It’s been a journey of sorts. It was never a single thought that made me want to be around beautiful things or moments such as weddings; yet I took great solace from having an imagination that could transport me from one feeling to another whenever I saw something that I deemed beautiful. Magazines did this for me, I’d see a bag being modelled by a beautiful girl in a city and I would imagine myself in that moment.

Growing up was tough, I was fostered at a young age and moved from district to district, school to school and from one part of the family to another. Never really making real connections. I loved weddings, they signified a new beginning. The choosing of the dress, the writing of the vows, the tension before she walked down the aisle was always enough to take my breath away.

After gaining degrees in English studies Human Resources I went back to enjoying art, I did an interior design which led me to a wedding planning course which then satisfied all my desires to work in an industry that celebrated all things to do with love and beauty; it seemed like I’d come full circle.

What’s your favourite thing about the work that you do?

I love, Love.

Weddings declare love. They enable us to witness the love between two individuals who want declare out loud that they have chosen to cement their love and be together. Weddings signify romance, hope and a new beginning of all things new. weddings don’t promise perfection but they promise a perfect beginning.

When the couple are wowed when they see the reception set up culminating in the coming together of weeks of discussions, then the look on their faces makes it all worth it. Tears of joy and words of gratitude are priceless. We’ve made the dreams of another couple come true!

What is a ‘reality’ of your work that other people don’t realise?

There is a lot of sweat and tears that comes before the perfect wedding is put on show. If I’m involved with the décor then I’m trying hard to visualise the couple’s vision and their expectations. This may take many months and additional weeks of phone calls, emails, photos and subtle or total changes before the final concept is nailed and that’s if it doesn’t involve other vendors! If it dies then extra time must be put aside.

Once the design is nailed and the details set, the couple will see a prototype of what some of the décor is going is look like, just to put their mind at rest. We go through everything including how the napkins will be tied! If fresh flowers are to be used then their stems will be immersed in water and stored in a cool temperature up to 2 days before the occasion so that the petals can open up and we can gently prise them apart before installation.

On the day or sometimes the day before all items are carefully loaded into a large vehicle and transported in a van to the venue. Once the venue opens its doors then more bodies are needed to off load the vehicles and the equipment needed to transform the environment. This may need include carrying heavy equipment up the stairs and across landings. If the car park is far from the venue then problems surrounding logistics will have to be well thought out. Set Up depends on how many hours and the amount of staff available. Get ready to walk at least 3 miles during setup.

Once the venue is perfectly set up we can breathe until after the wedding when we have to take it all down again after which the equipment used is with washed, clean and out away for the next occasion.

What’s your cocktail / mocktail of choice?

A martini, a gin and tonic, cosmopolitan or Margarita please.

You can find Loretta on Instagram

Until next time,

Amanda x