12 Bridal Season Lessons

As the year gets into full swing, it’s natural to focus only on what’s next and how to reach those newly set goals. But without looking back, recognising, and evaluating, you’ll never be able to truly move forward to reach your potential. So today I thought I would stop and think about last year’s bridal season and what lessons I learnt, so hopefully I can pass some wisdom on to you to help make 2023 a year of success and growth.  

Last year, I did 15 wedding bookings. Well, it was more like 20, with some small elopements. I knew 15 was my capacity alongside my commercial work. I also work 5 days a week on By Kayleigh, so adding weddings into the mix meant I wasn’t getting many days off, so 15 was my perfect number. It was also the perfect number to learn lots and turn these in to lessons I can use to strengthen me, and my business, going forward. So here are my 12 lessons from last year’s bridal season:

1) You DON’T need 50 weddings a year.

Sure you might if you are doing wedding season full time and that is your own personal capacity. But what I’m trying to say is, your number, your unique sweet spot is YOURS. You don’t need 50. You don’t need 15. You need whatever number YOU need. A lot of us get caught up in booking as many as possible. You only need what you need. Read that again.

2) Not every trial will book.

I had 2 trials this year not book. Old me would have thought “well that means I’m crap at makeup” or that I did a bad job. I know hand on heart, both of those makeups were stunning. You are talented makeup artists, all of you. When the trial doesn’t book, sure it could be down to the makeup sometimes. But more often than not, it’s about managing expectations of a human who is managing their own wedding, budgets and the stress of wanting to look insanely good whilst managing the expectations of their own wedding party. Sound a lot? Sure is. My first bride who didn’t book, wanted a bright pink Zendeya eye.

When I advised her (a person who didn’t wear a lot of makeup that this might not be the best option) we went for a toned down version which ultimately, she said she wanted the bright pink eye, which she will do herself. Does this mean I’m not very good? No. It meant I was managing the expectation of someone who was overthinking it and we ended up not being a great match. Bride number 2 wanted a natural look, she actually booked me because I’m an expert in that. When she went home, her mum didn’t like the makeup, so she ended up not booking. Her look was stunning and she was really happy when she left. But ultimately she was managing her mum’s expectations. So you see, if the trial doesn’t book, it’s not you. It’s usually things out of your control.

3) Just because the bride is your ideal client, doesn’t mean the party will be.

Very often, I have loved brides, but ended up gritting my teeth at their bridal party (I now have a good old chat to them about this!). But listen, if you have a bridesmaidzilla in your chair, who is expecting the most from you, don’t let it knock you or your confidence. Ultimately your job is to be the best for the bride. I find some useful things for this, is to actually chat with the bride, or send a document for the bridesmaids that manages this expectation (such as having a set look before the day comes) and clearly outlining your style of makeup before you start. Bridal makeup is a journey of figuring out how to manage expectations BEFORE the situation arises, so don’t kick yourself if you don’t have this figured out yet.

4) Travel times.

One thing from previous years, I absolutely resented travelling. I don’t drive and I live in a very busy city. I worked out this was one thing that was making me insanely unhappy when it came to bridal work, the lugging of the kit, the getting up at 5am to get across London, the 2hr commutes. This year, I implemented an “East London” only rule. I only travel 30mins. This might not be realistic to you guys who live in more remote locations, but figuring out your travel sweet spot will really increase your overall work happiness. Knowing i’ll be home in 20mins after a 7hr bridal morning, makes me so much happier.

5) Having a CRM system.

OK so this one is a slight cheat. I didn’t do this last season, I was getting my CRM system built last season - but this season I am already seeing the benefits. Having contracts, invoices, and automated emails go out to my new brides, is making everything SO much more timely AND I’m providing a much better service to them. I wish I had done this sooner. It may be time, it may be an expense, but my admin is cut down by 90%. NO JOKE.

6) Until it happens, you just don’t know.

Circling back to point 3, sometimes until the situation happens, you don’t know how to deal with it. I had this with an allergic reaction bridesmaid. I also had this back in the day when I didn’t lock down the day before doing a trial. Don’t beat yourself up if this happens. But do try to avoid it. Get contracts, make sure you are taking deposits, listen to your fellow makeup artists, learn from their mistakes (including mine!). This particular year, I didn’t know I needed a particular clause in my contract (and I’m trained in Law!), but until that situation arose (a wedding planner tried to hire another makeup artist to do the bride, and put me down for the bridesmaids only), I didn’t know I needed that particular airtight clause. Even 10+ years in, we learn from every client, so don’t feel silly for it.

7) Firm but fair.

Listen, I know its not in our nature to sometimes speak up. I’m a super introvert, but the main thing I have learnt in this job, is to put my businesswoman badass face on occasionally. This includes:

• Telling non paying members of the party, no they absolutely cannot use my products.

• Telling mums that Armani foundations shouldn’t be played with by little children.

• Telling mothers of the bride, the requests they are asking cannot be fulfilled by makeup, but here is what it can do.

• That no, I don’t offer discounts. Ever.

• That pink on the eye is not the one. And they will regret it.

We are being PAID to speak up, to take up space sometimes. You don’t hire a plumber, or a doctor and not listen to them. We are the same, and it might feel odd sometimes, to go against the grain or speak up when something isn’t right, but you can! And you should. You can be kind, and firm. You can be gentle and speak your mind. You can be feminine AND masculine.

8) Trials are always mandatory.

I don’t like sneak attacks on the day. The bridesmaids are enough for that! Over the past few bridal seasons, I have enforced mandatory trials. I have never lost a booking because of this, and every single bride has said how valuable it was in the end. And trust me, if they absolutely don’t want the trial, you won’t miss that booking.

9) Sometimes, they don’t cry, scream and jump.

We would love it if they did. I would love a standing ovation every time I passed the client the mirror. But it’s not about us, it’s about them. And everyone is different. Most of my brides are introverted personality types. We see plastered on social media, tonnes of reactions from happy overjoyed brides, and that is AMAZING. Sometimes the best reviews I have had, have come from the quiet thank you on the day. We are not the main character in that moment, and as long as you know and check THEY are happy, that is all we need.

10) Practise really does make perfect.

I guess being 10 years in, makes this easier to say. But if you’re relatively new, and sometimes feel like this job is hard and you don’t know if it’s for you, remember this does get easier. I can do an eye in less than 15 mins if I want to now. I can take an entire bridal kit in a backpack. The more weddings you do, the more you know what you need, the quicker you set up. You start to know what your pain points are (for me, always lips!). You start to work out what you can rush, because you are an ace at it. You become quicker, more confident, you become better at your job. And this only comes from doing more and more weddings. Don’t be too hard on yourself if you’re not there yet! You will be!

11) Not every bride is a bestie.

I made best friends with one of my first ever brides, but genuinely, she is the only one. I got very lucky, but also, this kinda brainwashed me into thinking this is the way it is. This left me incredibly disappointed, and feeling like I did something wrong, when brides, shock horror, didn’t want to be best friends with me! I have come to realise this now, we are being paid to do a service. Not be the bestie, or we would be the bridesmaid. I have had some amazing brides, who stay in touch on the gram, and that is all we need. Don’t feel like you have to be your best most extravert self. Don’t feel like you need to be best friends with every single person. Be yourself. The besties will come naturally.

12) No is powerful.

In fact, it’s one of the most important, powerful, liberating words you can say as a business owner. You don’t need to take every single bride. If you are getting neggy vibes or red flags from an initial email, you don’t have to take it, even if you need the money (it’s never worth the money, trust me). Say no, only take brides that you align with. Early in your career and not sure yet? Do some ideal client work - it will pay off