As Hillary’s focus shifted toward interior design, Erika and Bianca shared a vision to grow Astera Events in a new direction. In 2019, they mutually agreed to buy the business from Hillary, marking the start of their leadership. 

Erika and Bianca implemented significant shifts in the company’s structure and services. Previously, Astera Events operated on a flat-fee pricing model and offered a broad range of planning services. They transitioned to charging a percentage-based fee and focusing on a smaller number of high-quality weddings (10–12 annually). This change allowed them to deliver a more personalized and premium experience while maintaining a manageable workload. The duo emphasizes their commitment to crafting weddings tailored to individual clients while blending their distinct styles. Erika describes herself as a maximalist with a love for vibrant colors and patterns, while Bianca prefers minimalist aesthetics. This complementary dynamic enables them to create designs that feel both sophisticated and personal. 

The discussion highlights the team’s unique approach to creating custom vendor teams for each client. They prioritize researching and vetting vendors individually, ensuring the team fits the client’s vision, personality, and budget. This process is intentional and breaks away from the industry norm of reusing the same vendors repeatedly. While this approach requires more effort, it allows them to introduce clients to fresh talent and innovative ideas, offering options that clients may not have encountered otherwise. Bianca and Erica emphasize their relentless research, noting the importance of curating options that align with the client’s style and preferences. They value the distinctiveness and diversity in the creative industry, which allows them to tailor a truly unique experience for their clients. When discussing their vetting process, they underline the importance of ensuring vendors align with the client’s style, personality, and budget. 

The conversation pivots to how the team’s transparency and consistency build trust with clients. They ensure that every detail they showcase, from Instagram posts to website features, accurately represents their services. This authenticity reassures clients that they know what to expect when hiring the team. Their ability to answer questions thoroughly and explain the rationale behind their decisions further enhances this trust. The transition to discussing business reveals that while neither Bianca or Erica initially pursued formal business education, one of them holds a marketing degree. This knowledge has contributed to their ability to market themselves effectively and manage the business side of their operations. Despite the lack of a traditional business foundation, their shared experiences and practical learning have been instrumental in their success. They also emphasize adaptability, a strong drive to succeed, and the importance of making clients happy as key factors in their success. 

Switching to percentage-based pricing initially posed challenges, particularly in terms of understanding the math involved. However, this change aligned them with industry standards and their target market, who were already accustomed to percentage-based models in other services, such as interior design. Transparency in pricing, with no hidden commissions, has been a cornerstone of their success. Doing right by clients and being honest have helped them build a referral-based business without the need for paid marketing. Finally, Bianca and Erica share their predictions on upcoming future trends in the wedding industry and their knack for sales.

Timestamps:

0:30 – Introduction of today’s episode and guests, Bianca Hall and Erica Vanco. 

1:18 – Origins of Astera Events. 

5:18 – Strategic Changes to Astera’s Business Model. 

7:30 – Balancing Style and Client-Centric Design. 

11:08 – A Look Building Custom Vendor Teams. 

13:07 – The Vetting Process and Key Red Flags. 

19:12 – Maintaining Authenticity and Trust. 

20:07 – The Challenges and Rewards of Learning Through Experience. 

22:29 – Pivotal Changes in Business Structure. 

24:26 – Benefits of Collaborative Leadership. 

25:33 – Transition to Percentage-Based Pricing: Challenges and Insights. 

31:50 – The Love and Passion Bianca and Erica Have for the Wedding Industry. 

37:40 – Predicting Future Trends in the Industry. 

40:08 – Discussing Sales. 

Bio:

Estera Events offers modern and personalized full-service event planning and design for private clients around the world. As a duo, they manage every step of the planning process, supported by a proven system of organized planning, a network of trusted relationships, and unwavering advocacy for their clients at every turn. It’s the preferences, priorities, and unique style of their clients and families that inspire just about every aspect of the celebration they architect.

ESTERA EVENTS WAS FOUNDED IN EARLY 2010. BIANCA AND ERICA JOINED THE TEAM SHORTLY AFTER IT’S CONCEPTION.

Starting first as the interns for Estera Events back in 2010, Bianca and Erica worked tirelessly to establish a name for themselves in the wedding industry. Their ability to quickly learn the ropes and create systems that work well for the Estera Events clients catapulted them into quickly becoming thought leaders and trendsetters in the industry in just a few short years.

The two acquired Estera Events in 2019 and now proudly share the roles of design and planning for every celebration, offering clients the highest level of attention and prioritization – and the promise that nothing will be cookie-cutter. Architecting spaces from square one, they seamlessly blend time-tested processes with boundary-pushing design flair to create multi-day luxury event experiences. Beyond business partners, they are also devoted wives, mothers, and friends, sharing a journey where family and work intertwine harmoniously.

Learn more about Estera Events here, and on Instagram at Estera Events.