← The Art of the Brand
The Art of the Brand
How Melissa Andre Became the Name in Luxury Weddings. Personal Branding Lessons for Industry Leaders
01:11:38
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- [00:00]
Host
How do you define yourself and your brand and what level do you want to do this at in order to decide if it's going to properly capture who you are as a personal brand? And the way that you're setting it up is if you see your brand as a luxury brand, you need to have a luxury wedding because, like, it needs to set the tone for your brand. What a brand, what a brand, what a brand, what a mighty good brand. Say it again now. What a brand, what a brand, what a brand, what a mighty good brand. Welcome to Art of the Brand. I'm so excited to have you.
- [00:32]
Melissa Andre
I'm so excited to be here.
- [00:34]
Host
Explain. Who are you? What do you do?
- [00:36]
Melissa Andre
Well, first, the first thing I do is spot engagement rings. We have to edit this out. I don't know if anyone knows. I'm.
- [00:43]
Host
I'm be the one to break it.
- [00:44]
Melissa Andre
Okay.
- [00:45]
Host
Break the news.
- [00:46]
Melissa Andre
Breaking news. This is breaking news. She's engaged. I literally walked. I walked in and I was like, are you engaged?
- [00:52]
Host
Like, she is an investigator.
- [00:54]
Melissa Andre
I have a six sense.
- [00:56]
Host
You do.
- [00:56]
Melissa Andre
And I just can spot an engagement ring, especially one like that, just from just miles away.
- [01:03]
Host
Well, I'm. I mean, they're like, literally the birth. The best person to interview. This is actually why I love what I do, because I get access to the best people in the world to get the answers that you need to navigate. So I'm thrilled.
- [01:16]
Melissa Andre
I'm excited that when we booked this, you weren't engaged and now you are. We didn't even know. This wasn't planned.
- [01:21]
Host
This wasn't planned, but it's perfect.
- [01:24]
Melissa Andre
I'm a wedding planner. To answer your question, the wedding planner of wedding planners. I'm a wedding planner. Tell us about yourself. Well, after that long story, I plan weddings. I plan all sorts of parties, but I really, really love weddings.
- [01:36]
Host
Do you see yourself as a wedding planner first, event planner second, or do you see the two of the same?
- [01:40]
Melissa Andre
They're. They're the same. A wedding is like, you know what? I think you can be a specialist in weddings. Which honestly almost has to do with, you know, there's some specifics to weddings that even. Like, for example, there's. There was like a buzzy little trend going around where brides are like, I don't want a wedding photographer. I just want a blah, blah, blah, photographer. And there was a whole lot of that that I would hear. And then I would hear all these horror stories about, like, oh, my God, my photographer. Like, they didn't have enough batteries. They didn't have enough Space. So it's like, yeah, maybe you like the style, but that photographer isn't used to shooting for 12 hours. They're not, you know, someone who works in weddings. A you can like anticipate when like a speech is about to happen. You can anticipate these things that, you know. So it's not that they're different. It's just the more time you spend on weddings, you learn from every single wedding, you know. So I've been planning all types of events, but I have been planning weddings for 15 years. So at this point, I, you know, we do it all. But there is such a thing as, you know, really. It's not that an event planner can't plan a wedding or vice versa. It's that weddings have their own, you know, they're their own beast. They're like four parties in one. That's what I always say. Like the ceremony, the cocktail. At least at the level that we do in the ceremony, cocktail, the reception and the after party, they have different sounds, different looks, different floor plans, different feels, different venues. You know, they all. There's like multiple parties and then you throw in a farewell brunch, then you throw in a welcome party, then you throw in a rehearsal dinner, whatever. So you're going into, you know, five days of parties. Different scales, different levels of formality. If you're just planning an event, it's rarely five days in a row. And with multiple parties in one day, it's rarely that. So weddings, you know, they have their, their own list of, of expectations. It's a different client. You know, often if you are doing an event, your client has done multiple events. If you're doing a wedding, it's rare that your client has been married before. If they have, it was once and it was usually years before. And so much changes so fast. So it's like you don't usually have a client like a bride that's a bride expert, right? Even if they have been married before, like, they're not an expert in planning weddings. Whereas, like, if, if I'm doing something for a fashion brand, like they could have done a fashion show every single year for the last two decades, you know, so there. It's more. It's almost like business to business when you're doing certain types of events, corporate. Whereas if you're doing wedding, it is that it really never feels kind of like business to business. You're educating the client as you go along. There's. You're speaking different languages because there's an industry language to planning events. That the bride doesn't have, obviously.
- [04:37]
Host
Yeah.
- [04:38]
Melissa Andre
Why would they? So you're kind of like, educating. You're. The level of importance that people have about their wedding is, like, very, very high. Because it isn't a birthday that they can redo the next year. It isn't, you know, a, a seasonal launch for a brand that, like, at the end of the day, maybe they're going to have another one in two, three months. I'm not saying any of those things are not important, but people don't go into a wedding thinking, like, well, if this doesn't go perfectly, do it again. I'm going to do it again.
- [05:08]
Host
No, I was going to get to this later, but I feel like the segue now is perfect in being in the age of watching so many friends get married. There's so much tied to an event and a personal brand.
- [05:20]
Melissa Andre
Right.
- [05:20]
Host
And especially at the level that you do it, like going into it and seeing how do you define yourself and your brand and what level do you want to do this at in order to decide if it's going to properly capture who you are as a personal brand? And the way that you're setting it up is if you see your brand as a luxury brand, you. You need to have a luxury wedding because, like, it needs to set the tone for your brand.
- [05:43]
Melissa Andre
Yeah. And you know, the thing that I find really interesting about weddings? This one. And like, the only things left, you know, that isn't, like, really easy to, like, digitize and is it better when it's digital? It's like one of the, you know, except the invitation. Except the invitations. I love a digital invitation. Like, you know, and I have all these where they roll in their great. You know, they're like, I can't believe you just said that publicly. But I do. In fact, I love a digital invitation and. But wait, where was I?
- [06:15]
Host
You can't just.
- [06:15]
Melissa Andre
It's okay. Okay, let's say 150 people come to your wedding. Now I can say your wedding, specifically yours. Isn't that so much more exciting? Is this conversation better now that I'm.
- [06:25]
Host
Saying also in like, super stressful, because I'm like, man, so much goes into this.
- [06:28]
Melissa Andre
No, you don't have to think about a thing. We'll be done by the end of this year when it will be a plan. But 150 people come to your wedding. That group of 150 people will never be in the same place ever again. Ever again. Right. It's not like any piece of content that, like, you can re Edit and promote out. You can promote out to these people, you can push it out to these people, you can email it to these people, you can talk to these people. You know, all of these things. They can see it however you want it to. There's 150 people, one place, one time. They're only there for you. That is the only reason they're there. They're not there for their own content. They're not there for their own brand. They're only there for you to celebrate you. And they'll never be together ever again. And that in itself is a cause for celebration, you know, so.
- [07:15]
Host
And what about.
- [07:16]
Melissa Andre
I think it's. I think it's really special. It's like there's not that. That many things like that.
- [07:21]
Host
It's such a different way of looking at. There's the obvious of, you know, it's a big deal because it's been a big deal for, for humans for a very long time. But then the other added element of we don't have the connection with people at that rate anymore. Right, right. And when you look at kind of bringing every, everyone together for once in your life, what is that worth? And that's where being able to access and to see people of all leveling, levels of degree of expertise is really interesting to be able to learn to what kind of level you could have a wedding at.
- [07:55]
Melissa Andre
Right. And it is interesting. We say in the wedding industry, and I don't know if this is depressing or not, but you spend the most amount of money in one day on like, your wedding and your fun, you know?
- [08:06]
Host
Yeah.
- [08:07]
Melissa Andre
Like, this is the only time all these people, like, get together and one of them is a much, you know, bigger cause for celebration.
- [08:13]
Host
Have you ever planned a funeral?
- [08:15]
Melissa Andre
I haven't, thank goodness. I don't think I could do it.
- [08:18]
Host
I think you could do a really cool one, though.
- [08:19]
Melissa Andre
Okay, well, let's see.
- [08:20]
Host
I think we should put that into the universe. So how did you get here?
- [08:25]
Melissa Andre
Okay, I. I worked in events, in fashion before I started Madco. And I did fashion shows and press previews and product launches and that kind of thing. And I loved it. But I really, you know, when you work in fashion, that brand that you're working for is usually so strong and so important that everything that I was doing was like, through the lens of that brand, which was amazing. But I had so many, like, ideas and aesthetics and things that I wanted to, like, execute on that I knew I couldn't so long as I was working for these really, really big brands. So I wanted to kind of do my own thing, and I wanted to work in private and social events. So I basically just started my company, assuming there's no way I'm gonna. This is gonna take me, like, years or something. So I. I let just people know that I, you know, I know I was doing this in fashion, but I could help you with your, you know, your personal events. And a couple of people were like, yeah, sure, you seem to know what you're doing. And I did. I did know what I was doing because the events that I was doing were at the highest level. So I wanted to kind of bring that esthetic to weddings and birthdays and social. And I remember going to weddings when I worked in the fashion industry thinking, like, well, this is just so hideous and not chic. And it was just a different approach at the time. Like, you would say, I'm getting married. And then someone would go, what are your colors? And then you'd pick two colors. And maybe I like, sound so old saying this, but, like, you know, you'd be like, my colors are pink and white. And then it was just assumed you would have a pink linen with a white chair and pink flowers and a clear vase and a white menu with pink writing. And your bridesmaids would be in pink. And, you know, like, they would have white and pink flowers, and the bride would be in white with all pink flowers or maybe white. You know, like, it was just. So. That was, like, the extent that people were designing. And I was, you know, coming from, like, a place where when I was designing, it was like, sometimes my notes were like, about this. You know, who's the girl that would go to this party? And they would tell me, like, you know, she listens to this as she walks through, like, this park, and this is the pace that she walks at. And so, like, her hair is, like, it's a little bit damp because it's really humid in New York at that time. Like, so this is like a story that they would tell me that then I would go and use to, like, design. And it was just so inspiring and so different than, I think what people were doing in. In private parties and social. Right. You would never hear. You would never talk about the bride like that. You would just say, what are your colors at that time. So I was like, I. If I had to hire a wedding planner right now, I don't know, I would hire, because this all looks awful. So I kind of let some people that I knew. No, like, you know, I would be down to help you with this. And then I basically, all the work that I was kind of doing as like a test all got published. And then, you know, we went from, like, I helped three people in my first year that I knew to being like, fully booked with 60 projects, like the next.
- [11:41]
Host
The next year.
- [11:42]
Melissa Andre
The next year, yeah.
- [11:43]
Host
And was that when you moved here?
- [11:45]
Melissa Andre
No, I was in Toronto at this time. So I was working between Toronto and New York before, and then I was in Toronto because you can't just. Here's a little bit of a lesson for me. You can just start a business in the US when you are Canadian.
- [11:59]
Host
Really?
- [12:00]
Melissa Andre
No, you need to get a visa and I got an O1 visa, which is an alien of extraordinary ability. But you have to prove that you are, in fact an alien of extraordinary ability. So I needed all these qualifications. I sponsored myself. It's much. I'm not going to say easier, but it's like a different process if, like, a company is going to, like, hire you and bring you here versus, like, you yourself have to be like, I am in fact, extraordinary. You know, and it's like easy if you're not easy. But it's different if, like, let's say I was like an Olympian and I was like, here's my medals. As you can see, I'm extraordinary. It's like, very easy to prove your case, but when you are like, planning parties, it's much more difficult to prove your case because there aren't that many case studies of people being like, well, what makes an extraordinary event planner, creative director, what makes an extra, Especially when.
- [12:53]
Host
What. Where the extraordinary really did manifest because you are extraordinary is when you moved into the States.
- [12:58]
Melissa Andre
Right, Right.
- [12:59]
Host
Different caliber of clientele.
- [13:01]
Melissa Andre
Right. But so we had like some celebrity clients were in Toronto, mainly, like a bunch of athletes and Drake in the weekend and some like Canadian superstars. Really? And Dead Mouse, like the dj, he's Canadian. So those are all of our clients when we were there. So we were kind of, of course, able to use that. And then publications. I had been more. My work had been published a bunch in. In US press. So we use that. And. And then.
- [13:28]
Host
So you move when you were established?
- [13:29]
Melissa Andre
Yes, I moved when I was established and I kind of wanted. Wanted to do a little bit more than I was doing in Toronto. I was doing well there. I just wanted more. More. Yeah, yeah. And also this is like a little bit of a logistic, but I had so many clients, like celebrity clients that were Canadian but that had now started using us in the US and you run out of Days. You can't. You can't just, like, come and. And, like, stay however long you want, you know? So it was also, like, a necessity that I was like, oh, if I'm going to do this Grammy party, I'm going to be there for this many days, and then I'm, like, going to be banned. So I have to, in fact, to get a visa.
- [14:12]
Host
Wow. So the demand really picked up, and then you moved, and so you had already been doing celebrity stuff before you move to the land of this.
- [14:19]
Melissa Andre
Right?
- [14:20]
Host
Okay. Correct.
- [14:20]
Melissa Andre
Cool. Right. Because you would need. You would need to prove that you were extraordinary or whatever before you got your visa.
- [14:30]
Host
No. Okay, that's really interesting.
- [14:31]
Melissa Andre
Yes. So there are different visas you can get. That's just the one that I got different routes. That's the one that made sense for me at the time.
- [14:38]
Host
Your first big client, did you land that through your fashion connections?
- [14:43]
Melissa Andre
No.
- [14:46]
Host
Like, by way of. Of, like, celebrity personality.
- [14:49]
Melissa Andre
Yeah, I would say it was more like my work was being published a lot, like, in Canadian press, and it, like, people were just seeing it and being like, this looks different. So it was like, more about that. And especially at the time, it really did look different because this was like, pre Instagram and pre. People being able to take inspo over the world however they wanted. Like, you know, it was a different time. So people were really, like, looking at it and really being like, I've really never seen anything.
- [15:24]
Host
Well, I would totally agree. I would. Like, your stuff really does stand out, and I want to get to your method and your style and your approach. But what was it like? What is it like executing the creative vision but dealing with somebody's budget? You know, were you. Were you able to have someone that said, you've got carte blanche, do your thing or.
- [15:43]
Melissa Andre
You know, no one ever says that. That's like, a big misconception because I'll have other people in my industry that are maybe, like, younger at a different place in their career, and sometimes they'll say, you're so lucky because you get unlimited budgets. I hear that all the time, but I never get unlimited budgets. Everyone has a budget.
- [16:02]
Host
You've never had an unlimited budget?
- [16:04]
Melissa Andre
No, that's just a pretend thing that people say. Sometimes they'll be like, there's no budget. And I'm like, great, $10 million. They're like, whoa, whoa, whoa, whoa, whoa. And I'm like, so you have a budget. Who knows there's a budget? So, yeah, everyone has a budget. But when it comes, I mean, the thing is, it's a. It's a party. So I would say a lot of budgets are flexible. Got it. And, you know, it's exactly like shopping for a house. I always say that.
- [16:37]
Host
Start low. Show them some good stuff.
- [16:39]
Melissa Andre
Show them some good stuff. Like, I just bought a house, and guess what? I went over budget, too, you know, so it's like, you go. You see what's in your budget, and then sometimes you see something you really like that's above your budget, and then you change your budget. So we respect all of the budgets, of course, that come in with an understanding that, like, there is flexibility or there isn't flexibility. And that's like, part of running a responsible business. And that's part of, like, making sure your clients trust you. You know, at the end of the day, a lot of what we do comes at a range of prices, and it's about combining. You know, it's. Being a great designer is actually being able to design with some restrictions. Like that whole, like, blue skies. I hate that. Like that. Like, oh, design, like, blue skies. Whatever you want. It's like. But it isn't. There's a certain number of guests a certain time of the year they need to fit in a certain room.
- [17:39]
Host
The limits are part of the art.
- [17:40]
Melissa Andre
Yes. The limits are part of it. That is.
- [17:45]
Host
That's it, though, too. Like, you like to see what you can do within the parameters in which you're given.
- [17:51]
Melissa Andre
Yeah. How you stretch and how you push it. And sometimes, like, you. You have something, like, amazing that's approved, and then you find something else, you know, that you think of something else that's, like, even better, and you actually have to go back to the other thing and edit it. And maybe you have to pull money from this thing and you have to convince them that this thing you already sold them that is, like, so amazing that they're in love with that. It's not as good as this other thing that they haven't even seen yet. So it's kind of like this dance, at least the way I do it, you know, until you come up with that perfect combination of things. And sometimes the right idea and the best idea is, you know, because you designed it. And sometimes it's because you crossed out all the bad ideas, and that's the one that made the most sense. It's just like this combination of options and rights and wrongs and maybes that, like, together, they make the perfect design for that person. You know, together, all those decisions make the perfect design for that person in that venue on that day. With that guest count.
- [18:48]
Host
And that's why, why this episode is so relevant to people outside of being event planners or wedding planners. Because what you just explained is being a pro in really any professional service industry. Like it's no different than what you do in branding or really real estate or medical aesthetics. Like it's, it's understanding what it takes to be a pro at the highest level and to execute within whatever parameters you have.
- [19:10]
Melissa Andre
Sure. And, and I am in a service, I do a service. And a lot of what you, all of those professions are service based business, service based businesses, you know, and so you're not doing your job in a vacuum. Like you have a client and then they have guests and then you have staff and then you have vendors and they, and, and partners and everyone has different goals. And as like that kind of point person for all of these people, you know, it's a little bit of like, I mean that's, that's the job. The job isn't making a mood board.
- [19:45]
Host
No, it's not.
- [19:46]
Melissa Andre
You know, it's like you have to make these things a reality and you have to like executing is much harder than making a mood board. Anyone can make a mood board.
- [19:53]
Host
No, and that's the reason why I think this is interesting is it's obviously so alive to me in marketing and branding that not all providers are created equal. But it's so refreshing to also just be experiencing that not all wedding planners and event planners. And that's been a big thing I've been learning with seeing my friends go through this stage is it really comes down to you need to know who you're working with. Like the level, it's, it's not all created equally. They're not just putting together a checklist. Right. And, and that's to your point. With AI, even with digital, like you can think that you can understand what a wedding planner can do, but it's, it's exactly to your point. It's a no.
- [20:33]
Melissa Andre
The number of people who like we talk to don't go with us recently. Really Like I feel like as a symptom of tick tock almost don't go with us. And you know, maybe it was a budget or something like that and then come back is like the number of people who don't hire us and come back is almost every single one of them. Wow. Yes. Who we talk to. Right. Like we have like a pre screening once they're, once they're like a potential Madco client. Not like any single person who emails of course, but once they're like a potential Matco client. And we talk to them and for whatever reason, they don't go with us. Almost every single person comes back and says, I regret it. I should have. I thought that my planner was going to do this. They're not. I, you know, is. It's like alarming.
- [21:23]
Host
No. And whether you like it or not, this has been also another realization is people are gonna provide their feedback to other people on how your day was.
- [21:34]
Melissa Andre
Right.
- [21:34]
Host
And there are so many things outside of your control that change that brand perception of what you're saying. Bringing everyone together and basically accepting what the event and the relationship you're putting in front of them. And I've, I've even heard comments like not picking the right alcohol, like the right brand at the wedding. Right. Or you're, you're having us fly across the world to enjoy a wedding. And then you did bottom shelf alcohol. Like, it's small things that take that expertise of. Do you want that to be the brand perception? If you don't care, like, you know, but, but if you're someone that cares, you need to have someone that's attending to details.
- [22:10]
Melissa Andre
Right? Right. We call it like a guest forward wedding, which is more and more common because honestly, people are getting or getting married later, you know, so there's like a different focus on, you know, if you're getting married when you're like very, very young and you haven't attended a lot of events because you're young and also you're like, not. You're at a different level of maturity where that like, this is all about me type of thing is more forward in your mind. It's just a different approach that, like, this is my day, I'm gonna do whatever I want. Like, kind of where like that Bridezilla trope kind of came from, I would say, like, that's not the Madco bride. Medical rides are never like that. They're never like, it's my day, I don't care, blah, blah, blah. But I do read that in my, in my comments, you know, like, why would I listen to this? This is my day. Why would I care? And it's so funny because it's such like a simple response of like, well, I don't know, you would care because these are, these are your supposed favorite people that you invited. Is that not worth caring? And it's like, I don't know. No one's even asked that question back. You know, like, you chose to invite them. Do you not care about them?
- [23:26]
Host
But it just shows you, it's, it's the difference of it not being a mad co bride because like the level of events that you execute are guest forward events. Like it's meant to be one of the best events ever been to in their life.
- [23:36]
Melissa Andre
Right.
- [23:37]
Host
And that's a different perception on how you see the kind of brand you want you to be represented as. Right. Like and that's a bit like, especially for the celebrity events that you've done, they've become iconic moments on the Internet because they encapsulate what that person's brand is. Right, right. And that's I think the mad Co difference.
- [23:57]
Melissa Andre
Yeah, definitely. I mean Madco we say that there's like these for ingredients in a, in a Madco party. Any Madco production we, and we've done like pop ups for brands or like products that we've developed. You know, so anything really that we're like designing and producing and, and their luxury alchemy, unpredictability and balance. And you know, you need this combination I think of all four to get at least what we're trying to achieve on behalf of our clients and on behalf of Matgo, you know. And it's like there's within that little subcategories, you know, luxury just isn't like the price point. It's like the level of service, the level of like detail and consideration. You know, when you are like a full service mad co bride. Like all of your guests get access to concierge@madco.com like@melissandre.com where they can like we can act as a concierge for them as well. And like we know all the, where all the guests are coming, where all the guests are going and when and, and you know, if there's a light somewhere in a mad co wedding, like I didn't just hire someone that's like what I call like a checklist planner. I didn't just like hire a lighting person, say light it and then go, okay, it's off my list. You know, like I know where the light is, where it's pointing, why it's pointing there, how bright it is, if it's a warm white, if it's a true white, if it's a blue white, if the bride is wearing white ivory, a crew cream. Why it's that the style of photography, how it's going to be edited, why we want it lit like that, like we do all that. We're not just like okay, I hired a lighting person, check I can move on. You know, that's really Different. Like, I really, really understand production. Really, all of my team, we really understand production. We don't just, like, know a guy, you know, like, oh, I know a lighting person. Check. And then you kind of move on. That's like, not the way that we do it. We really understand production, so it's. It's just different. We really, really think about everything. But anyway, so that's luxury. And then alchemy, like a mad codding always has to feel, like, a little bit magical because it's a wedding. It's not a home. It's not, you know, interior design. It's not a functional product. It's a party. So you're only there for a couple hours, so it needs a little bit of magic because you only have to. You only have to be there for a couple hours. You know, you really need to be transported, and you need it to be memorable for everyone. And what I don't like is weddings that are, like. Or parties that are, like, beautiful, but you could swap out the client and put a different one there and, like, yeah, it's beautiful for them, too. You know, like, yeah, flowers are beautiful.
- [26:31]
Host
Personal brands.
- [26:32]
Melissa Andre
Yeah, yeah, brides are beautiful. Like, flowers are beautiful. So if you have a lot of them, it's gonna look beautiful. Sure. But you could also, like, take Chad and Jessica out and put Rebecca and Tim in and, like, yeah, it's beautiful for them, too. You know, I try not make parties like that. You know, I want people to look at the party, and even if you wouldn't choose it, you're, like, gorgeous, memorable, perfect for them, you know, and then, like, a little bit unpredictable. I. I really, you know, try and pull people out of that. Okay. And then this is what happens next, because we're at a blah, blah, blah. You know, we're at a wedding. Like, I believe in. In some of those, like, traditional things, like, I love wedding cakes, for example. I. I believe in that. But, you know, I. I think that there should be these unpredictable elements throughout to pull people out of that. Like, oh, what are we doing here again? Oh, yeah. Wow. Like, surprise and awe, you know, for your guests, because it's an event. It's an event, and it's exciting. And then balance, you know, I really want all those things to happen simultaneously. I. I don't want people walking in going, whoa, they spent a lot on flowers without really noticing anything else, or, like, whoa. They got this, like, celebrity chef. But everything else is like, whatever we spent. You know what I mean? Like, it's really about that combination that Perfect combination of ideas. Not everything has to have equal value, but it can't be all here and not there. You know that tip about, like, spend all your money on two things and hope everyone doesn't notice the rest of it. I don't. I don't subscribe to that. Like, to, like, spread it out, you know, spread it out so every. You're activating on every element to some degree. This is just the Matco philosophy. Everyone can do whatever they want, but this is how. How we like to do it.
- [28:19]
Host
And I want to. I want to, though, get you to define what is luxury to you, because I do think that luxury has changed and it's no longer just like throwing a brand at something. Do you like what. How do you see luxury in your events?
- [28:32]
Melissa Andre
I think it's like a certain level of consideration. And luxury is a language that communicates respect and consideration without any words. You know, So I do think a lot of people put the word luxury before whatever they do just as like a word. And like their service or their product doesn't reflect that. You know, they're just like. It's like the word custom. That one is way overused. I'm like, that's just literally not custom by definition. I don't, you know, so, like, luxury, custom, all of that is like, way overused. But. But it is like, luxury is a way to communicate respect and consideration. It's almost like etiquette, you know, it's like a language without any words type of thing. So it's something like in detail. Exactly. Yeah.
- [29:30]
Host
What has been some of the. The. Your favorite. I know all of your events have luxury, but as an example of a detail that isn't like, you know, a Birkin. A Birkin as a gift to the guests, but like, you know, like a. More like a subtle luxury detail.
- [29:46]
Melissa Andre
Right. We did this. We did a wedding for Kelly Oubre and his wife Shailene, who are great friends now. And it was really chic. Like, honestly, very, very small guest list and multiple parties, very high touch, very luxurious. And we did. I. Instead of, you know, having her walk under a bunch of arches for her ceremony, I created this, like, field of flowers on the front lawn overlooking the water that was like, you know, 12ft on either side of the aisle, and the aisle was curved, which was an exact replica of the curve that I created her dining table in, which was also curved. And anyway, all these gorgeous white flowers that we had people planting for days and days and days. And then while everyone was at the reception, we had people Working overnight to dye a bunch of these white flowers lavender so that the next day we took the dining table throughout the night, we dropped it into the ceremony, into that curve of the aisle because it was like all measured out. So we, we actually had a template that we made that we unfolded to make sure we are following this aisle. Anyway, so when guests woke up, they come back out to the lawn for their farewell brunch. And the table from the inside is now outside. These flowers have been hand dyed through the middle of the night to lavender for like a new look. So this is like, you know, surprise and awe. And it's not even necessarily that it was like so expensive. It's just so surprising and thoughtful that it's like, oh my God. This is the exact. Wait a minute. Like, you know, they're realizing all the thought as they move through the days. And it's special and it's like a talking point without it being like, you know how I'm gonna surprise you, I'm gonna put a Birkin on every table. I'm gonna. You know what I mean? It's like, wow, they really thought about this and how, how special. That was a really, really nice detail.
- [31:42]
Host
But like, those are the. When you have the money, like how you're supposed to, you know, like that is like the Alice in Wonderland. Like, I could just imagine the cards like going out and like spraying the flowers. But like, it, it. That is the stuff of true class, right? You know, not putting Prada bags like on the, with your, with your name and gemstones like on the purse. But that's awesome. So what is the Madco Method?
- [32:10]
Melissa Andre
The Madco method is the six phases of like wedding planning that we plan in and they're designed in. Actually, you know what, now that you're a bride, we should do. We're gonna do a AOTB promo code for the digital download for ultimate Wedding Event Planning bundle. The Madco method is in there. And it's the six phases of wedding planning that I have just been perfecting over the last decade and a half. And it's like the process in which all the Madco weddings are planned. And anyone, I guess who, who has our digital download, they can also follow that. But I just find it really, really important to have your own method and process that you perfect rather than letting the CL your process, you know, it doesn't. As much as I like love my brides, if they wake up one day and they want to like taste cake, I have to sometimes go, like, we're not there. Yet, you know, we're not there. And there's a reason we're not there. And it's not because I'm like a meanie. It's because I don't know what your plated dessert is. So I don't want to like replicate flavors or, you know, I always say, like at Madco, like, if I have an extra two grand, I'm not spending it on a change order. I'm not spending it because we booked the stage before we booked the band and now we have to rebook the stage, but they're not giving us our deposit back. Or it's, you know, like, now we need a bigger stage. So now we need stairs that go up to it, like, whatever. There's all these logistics to planning that if you do things in the wrong order, you just end up, like, wasting. First of all, we don't have time to waste because we're so busy and I give my clients so much time, so much of our time, and we need it all. You know, it's just like the perfect way to plan a wedding so that you're not wasting money, you're not wasting time. And if you are, you know, you know you are because it is a luck, you know, it's luxury. And if someone wants to go back and change their mind about something, we'll do it day and night. But they're not doing it because I forgot to mention something, you know, there. It's like, I use this example. This morning we spoke to one of our brides is getting married in Italy. And when I bought my house, historic house, and so they were like, you're going to have to change all the plumbing in the next five years. And so. And I bought it knowing that. And it wasn't five years, it was two days. Within two days, I had this like sixty thousand dollar plumbing bill, okay? And I was like annoyed, but I wasn't, I wasn't shocked because I knew going into it, it was earlier than I had wanted, you know, but it wasn't like I bought the house and then this thing happened and I was like, why did no one tell me? Don't you guys know what you're doing? Wait a minute. Like, who are the experts that I hired to help me with this? You know, I find like, if people understand what they're getting into, sometimes things are more than you want them to be. Like, you know, if you, if you want to know the number at the end, at the beginning, then you need to plan a wedding the same way as you drop things into your Amazon cart, you drop them. The number is there. It's not custom, it's not bespoke. Because you want to know the number. And that's a process that people prefer. And I get that. Like, I get why people are like, I want the number at the beginning because I want to know if I can afford it. That's totally fair. But if you want a wedding that has, like. Like details that have never been executed before, we might not know the price at the beginning. If you want a wedding in a different country and multiple events, like, we don't know the number from the end at the beginning. We just don't. There's no way to know it.
- [35:32]
Host
So the Madco method is your 15 years of experience.
- [35:35]
Melissa Andre
Exactly.
- [35:36]
Host
It's phases into which you can access the key parts of the wedding and knowing what order they come into.
- [35:42]
Melissa Andre
Exactly. And it's like, regardless of the price of the wedding you're doing or the level of formality, you can skip steps and go, well, I'm not going to have a stage. That's totally fine. But you still should be following that process so that you're making the best use of your budget, the best use of your time. And also, you need the answers from phase two to move to phase three. Then you get this instance where, like, there is a lot of vendors and venues now that won't work with brides that don't have planners.
- [36:12]
Host
Yeah.
- [36:12]
Melissa Andre
And the reason is because they're good. They're just going to vendors at. Because they've never done this before. They're going to vendors as they feel or as they kind of. They don't really know how, and they don't have all the answers that they need. Then you're going to a vendor that's like, what are you doing about this, this and this? And they're like, I don't know. And then that vendor ends up having to train you or coach you. And of course, they're like, that's not my job. You need a wedding planner. You know, we just had this, like, recently where someone who was leaving their planner and wanting to come to us, which we don't always do. And there's some cases where we do do it. It just depends. Depends on the circumstance. And we're working on some of their stationery, and they, you know, they were like, I have all the wording. I just, like, I need you to help me design it and print it. And my previous planner did all the wording. So I'm looking at this, and I was Like, I'm confused and I'm a wedding planner. Like, I don't, I don't know where people are going. And I'm, you know, so I'm here, like rewriting it. And you know, it should sound more like this. And this sounds too corporate and needs to sound more romantic. But we're missing this info. Like, if you took that, let's say she, let's say she went from her previous planner to the printer. The printer would be like, I'm confused. But the printer wouldn't care because they're not a wedding planner. So they would print it. Then that would go to all their guests and their guests would be confused. So it's like this, this transfer of like hiring a planner that wasn't probably equipped to a printer, that didn't really know but didn't care because it's not their problem to their guests who now all their guests are confused. So it's like now the bride, the planner, the printer, and all the guests are confused. Where you need like that one person that's like, this is, this is how to make no one confused. This is how to make it as gorgeous as it as possible. Memorable, photographable, a little bit of like a delight for your guests. Because why not? It's an, you know, it's an itinerary for Italy. Like, let's make it so chic. But when you have, when you're not following a process and you don't have those things, it's just a trickle down effect of people being confused. And at the end of the day, it's like 200 people who, by the way, they're just gonna all bother you on your wedding and be like, where am I going? And I was, I was flying, I was flying to New York recently for a meeting and. Sorry. I was flying New York recently for a meeting and I heard people talking shit about a destination wedding when I was in the lounge and. And they were literally sitting there, these people opening up this itinerary, you know, and they were like, so what's this? Wait, what are we getting a car here? Wait, do we have to get. And they're all asking each other because they're, they don't want to ask the bride because they feel bad, but the information they've been given is lacking so many details. I wanted to step in and be like, let me look at this. And like, this is probably what she was thinking. But not my circus, not my monkeys, as we say on Tick Tock. But that's what happens, you know, I was Like, I can tell that she either didn't have a planner or shouldn't have a good planner, which is just one in the same. One in the same, you know? And then you get to these guests that maybe they're talking, maybe they're not, maybe they're just confused, you know, you're gonna get a mix of people that are like, I'm not trying to talk, but I don't know what is going on, you know? So it's like, you just don't want that because it's a production, a wedding, a party, any party, a dinner party is a production, you know, and you have to like, think about that, think about all that. Like, I just posted a tip about, I, I have a lot of dinner parties. This is like my idea of fun, you know, when you, you don't. Well, you're engaged, so you don't do this. But when you go on dates, you know, people would be like, what are your hobbies? What do you do for fun? And I'm like, I'm like, I have dinner parties. Like, you know, and. And they're always like, isn't that what you do for work? I'm like, these are different. These are different. But one of my tips, okay, I was like, you want to try, when people get in, you want to try to not have anything on your stove Top, okay. Because you don't want to be like nursing anything or stirring anything, you know, try and have stuff in like a slow cooker or the oven, something with a timer, you know, and all these people are writing to me about that. They're like, oh, I never thought of that. But it's just an example.
- [40:34]
Host
What is the tip? You don't want to have stuff on your.
- [40:36]
Melissa Andre
Yeah. Don't want it on your stovetop. Because if it's on your stovetop, it needs to be mixed. It needs to. You know what I mean? It needs to be tended to. So it's fine that the food isn't all ready when guests get there, but don't have it be that you need to be mixing it because then you can't host.
- [40:49]
Host
Interesting. I find a part of my, like, I like having things to like worry to because it allows me to feel like I can actually almost not like have like awkward the five minute conversations. Like, if I'm choosing to host, I want to kind of be working opposed to. Like, really?
- [41:05]
Melissa Andre
Yeah. Okay. Not me. I want to host.
- [41:07]
Host
Well, clearly. I mean, this is your craft.
- [41:08]
Melissa Andre
I wanna host.
- [41:10]
Host
Like, you don't have enough to do, so you're just like, give me more.
- [41:14]
Melissa Andre
Because you know why? You know why? It's because your guest. Guests take. The Guests take on the energy of the host. Okay? And that's why, like, if people aren't on the dance floor is because the bride and groom aren't on the dance floor. People take on the energy of the host. So if you get on and you're like, oh, I don't want to burn this. You're nervous and anxious. So then your guests are like, do you need help? Do you need help? So if you're like, oh, it's just in the.
- [41:39]
Host
It's in the oven.
- [41:41]
Melissa Andre
Oh, we'll hear a ding. There's my lasagna. Or whatever.
- [41:45]
Host
Way better.
- [41:45]
Melissa Andre
Eventually it's like, we've done this before. We're gonna. We're gonna. By the end of this, oh, my God, you're gonna be a new woman.
- [41:52]
Host
Give me the rundown. What is the Melissa Andre brand?
- [41:56]
Melissa Andre
I'm not, like, ready for that. Oh, my God. Okay, well, maybe like, the matte. The, like, my personal brand.
- [42:06]
Host
Yeah.
- [42:06]
Melissa Andre
Oh, my God. I just think that, like, my personal. I named my company after myself because I thought I was never gonna have more too many clients that I couldn't service myself, and I was never going to be able to afford to hire staff. So I was mistaken. And now, you know, people, like, regardless of who people write to at my company, they always say, hi, Melissa. Even though it's like, Rachel, whoever. They're like, hey, Melissa. And they're like, it's Rachel. Like, as my email says, you know, or whatever. But I. I take my. My work so seriously, and. And I love, like, an expert in anything. It's like, my favorite thing to talk to people about. I'm like, tell me everything about what you know the most about. So my personal brand is not dissimilar to the Madco brand, which is, you know, luxury, alchemy, unpredictability and. And balance. I'm probably less balanced than the Madco designs, but, yeah, I don't know. You know, I need to practice that. That question because I'm so comfortable talking about. I'm more comfortable talking about Madco, I think, than myself.
- [43:19]
Host
You are Madco?
- [43:20]
Melissa Andre
Yep. Here I am. You are design company in the flesh.
- [43:23]
Host
I love the name Mad Coat, but. So you did. So Madco is the event, the wedding. Then you opened up a, like, glassware company. So now you're like, you're servicing the event through your glassware.
- [43:35]
Melissa Andre
Right. So Chateau Madco is like our. Are products that are entertaining Products, plates, serving wear, flatware, candles, like so that, I mean you can use it for your event, but most people, an event would choose to rent because of the quantities. So do you rent as well? I don't rent. No, I don't. I mean to our clients I will, but probably not too. The public.
- [44:05]
Host
No, I'm saying to your clients.
- [44:07]
Melissa Andre
To my clients, yes.
- [44:08]
Host
So they will rent Chateau Madco, but can you also buy Chateau Macau?
- [44:12]
Melissa Andre
Yes, yes. Different inventory obviously, but yes, yes you can. And then we have like our digital downloads, which is like education really. So checklists. Checklists. The different phases of planning, guidelines, sample budget, sample timelines, really like resources for people who are not hiring us for the service. Like if you're hiring us to plan your event, you don't ever need to look at one of these checklists or that. Like we use them internally, but yeah. Then there's the digital downloads as well. Yeah.
- [44:43]
Host
And what's your vision? Where do you want MAD Code to go?
- [44:46]
Melissa Andre
I think I want MAD Code to kind of really be like this premier resource for all things entertaining and hospitality, whether it's the service, the products, the information, the inspiration, really like everything that goes into entertaining and hosting. From five person dinner party to, you know, a five million dollar wedding.
- [45:19]
Host
Wow. Have you done a five million dollar wedding?
- [45:21]
Melissa Andre
Yeah. Yes, yes.
- [45:22]
Host
What was that like?
- [45:23]
Melissa Andre
You know, it's just, it's a lot of money to manage. So like, you know, a lot of the, the girls that work for me are like very good at math and you have to be. We of course have like people checking everything but yeah, like the details. Yeah, the details. Right. The more, the more budget, the more details, the more things that there are to manage. And you with weddings you have like the actual products and then you have the labor, then you have the maintenance of the labor. And then with things that are custom, you're think thinking about like, okay, it's going to be done on this day, but now I have to store it, then I have to transport it. Like all of that goes into your budget. If you're doing something at that scale, you know, it's not like, okay, you have this much budget. So you're not making or transporting or storing anything. You're renting it, it shows up there, someone wipes it down. That's different than if you're like making things and two, like, you know, we had a wedding recently that like Lil Wayne performed at, you know, like for example. So then you're going into like green rooms and riders and, and that sort of production is very different than what you would need for a wedding band or a dj, you know? Like, this is like a Coachella level, literally set and stage and power and requirements and green room and cruise. And when they're coming and going, like, they don't come like a vendor. You know? It's like, this is very different.
- [46:45]
Host
Other people's events. You have to host your own.
- [46:48]
Melissa Andre
Honestly, like, nobody invites me. I was. Nobody invited me to their wedding. It's so rude.
- [46:53]
Host
I believe it.
- [46:54]
Melissa Andre
I was with Mario Carbone, okay. And he was catering one of our weddings. We flew him down, and. And he was like, oh, I was supposed to be at a wedding this weekend. And then he was like, I'm so happy to, like, be here, because this is so amazing. You know, whatever. And he was like.
- [47:10]
Host
He was the chef at the wedding.
- [47:11]
Melissa Andre
Yes. Yes. And I. And I was like, you got invited to a wedding? And then he goes, oh, like, via my girlfriend, he's like, I don't get invited to weddings. And I was like, neither do I.
- [47:20]
Host
I can only imagine.
- [47:21]
Melissa Andre
I was like, I don't get invited to weddings either. And then I was like, why do you think. It's like, a rhetorical question. I was like, why does no one invite us? You better invite me to your wedding.
- [47:30]
Host
I mean, I hope you're there.
- [47:32]
Melissa Andre
Me, too. I was like, this is so cruel, but I love going to weddings that I didn't plan.
- [47:37]
Host
Really?
- [47:37]
Melissa Andre
Yes.
- [47:38]
Host
Can you?
- [47:39]
Melissa Andre
Yeah. I love it. I love it. It's the best. Like, it's literally so much surprise and all.
- [47:44]
Host
Do you get, like, beady eyes where you're, like, just, like, looking at, like, the crazy that no one else isn't? Like, you can't enjoy yourself.
- [47:49]
Melissa Andre
Yeah, I definitely. Is this, like. Like, up when I'm.
- [47:54]
Host
Good to go.
- [47:54]
Melissa Andre
Oh, my God, you're so hip. Should I say that I'm never. I know. I would never say that. I'd be like, I think it's a catastrophe. So you're like, that's never good to go. I'm like, I think we should cancel the whole thing. No. Okay. Hold on. Okay. Why? I don't get. I love going to weddings that I'm not planning.
- [48:13]
Host
I'm saying you're like, bdi.
- [48:14]
Melissa Andre
Yeah. No, I love it. And it's so. What's the word I'm going for? It's so freeing. Okay? Like, I went to a wedding that my, like, my cousin was getting married, and so different than a mad co wedding. And it was, like, kind of cold, and then they got blankets but they just didn't have enough. And then like. And that's cool, you know? And then, and then we were like sharing and then like, who was handing them out? Like, honestly, my brother, like, I don't know. Just random people, you know? And they were like mismatched and they didn't really have enough. And then like, people were just like kind of freestyle handing them out. And I was sitting there and I was like, this is so hilarious because I'm so fine with this. But this would never happen at a mad co wedding. Like, this would never. Like we did this event for Victoria Beckham, okay? And it ended up being so cold. And it's like, it's two hours before the wedding. We're looking. Or if, sorry, before this dinner. And we're. We're looking for like matching blankets. And. And it has to be the right shade of cream. They have to be folded like so. And before they go on the chairs, we have to rip this off and who's going to hand them out and which is the waiter that should be handing them out and blah, blah, you know, so we're like asking all these questions, you know, thinking, not thinking. It's the end of the world. I know it's not, but it's like this is my job is to think through those things. Whether or not it's. Whether or not it's ridiculous or necessary or too much doesn't matter. That that's what we're doing right now. You know, this is. I. I know it's not the end of the world. I know Kim, people are starving and I know that. But it is my job to think through these things, you know, so we're doing that and then. And sometimes I'll just be at another wedding and I'm like, look at everyone thriving, you know, look at these people. Look at this. Sharing a blanket. Sharing a blanket. They're mismatched. What's going on here? I'm like, mark, is that you handing out this?
- [49:55]
Host
Hey.
- [49:56]
Melissa Andre
And he's like, oh, yeah. I don't know. Someone threw these at me. And they, you know, and I'm like, look at. See all's well that ends well, you know, so it good. It gives me perspective because sometimes you're so in your own thing, you know that. I'm like, oh my God. And by the way, like wood, Victoria Beckham have freaked out if they weren't matching. We'll never know. We'll never know. That's. That's the thing about Mad Coast. We will never know. But if she did it. You know, I almost. Now I want to know. I want to be like, so if I had showed up with mismatch blankets and told, you know, this report, this person, this press and this whoever to share, would you have freaked out? I don't know. Who knows? But. And. And we'll never know. But I'll tell you when it happened at my cousin's wedding, everyone was great. Great. Everyone thought it was great. So I like it because it's like, you know, it just reminds me that.
- [50:40]
Host
Like, it's a funny story.
- [50:41]
Melissa Andre
Yeah, it's a funny story. And it just reminds me that, like, yeah, it probably would have been.
- [50:45]
Host
Okay, that's hilarious.
- [50:46]
Melissa Andre
You know, when I go to weddings, I'm so happy. I'm like, this is great. Like, I get why you guys like this stuff. Like, I don't get invited. It's so few and far between. But I'm like, I get why you like this, and I want to come. Oh, my God. This just happened to me at someone's wedding that I know, like a family member. And I was. They were like, cutting their cake, and the photo was not good. And then I went in and fixed the. You know, I was like, no, you do it like this and hold it with your right hand and put her arm like this. And I'm staging it in the photographer and the wedding plan. It was like the back of my head or what? Not. By the way, don't think I'm Beyonce or anything, you know, but like, the back of the. The. The planner was like, no, you're good. I got it. I got it. And then. And I was like, oh, I'm like, I'm so sorry. This is just my cousin. I just want her to have this. This photo and, you know, blah, blah, blah. And then she, like, realized, you know, she was like, nope, you sit down. I'm good. And then she, like, realized it was me. And she was like, oh, my God.
- [51:39]
Host
Go ahead. I'm so sorry. They were bitter. That's awesome. They were.
- [51:43]
Melissa Andre
They were bitter. And I was like, I should have said something first. Can I just. Blah, blah. But I was like, I don't want to miss this shot. And then they have, like, 10 cuts in their cake. It was one of those that I was like, no, you're being. I should say something. I should excuse myself first. But we can't ruin this photo.
- [51:58]
Host
No, you.
- [51:58]
Melissa Andre
So you did you.
- [51:59]
Host
I really don't do. I want to get your opinion, though, on the con. Your controversial. Your controversial.
- [52:06]
Melissa Andre
Like, it's a Little controversial. And then it's like the digital invites.
- [52:10]
Host
Your first look and I want you to throw in some more. But like, give it to me straight. Don't waffle. I don't care what the. What the opinions are coming.
- [52:17]
Melissa Andre
Okay, what if you don't do them though? And then you're like, she ruined my wedding because she told me to do this.
- [52:24]
Host
I don't give a. You should have been a mad coat wedding then.
- [52:28]
Melissa Andre
This is so brat.
- [52:29]
Host
Has it hit yet?
- [52:30]
Melissa Andre
I don't know.
- [52:31]
Host
Are you feeling the.
- [52:32]
Melissa Andre
The fact that it tastes like pickle juice is so offside.
- [52:36]
Host
I'm just.
- [52:37]
Melissa Andre
But I, but I love it.
- [52:38]
Host
I just feel like it must be healthy. Who knows what is a sisra Saunder?
- [52:43]
Melissa Andre
That's what I'm saying.
- [52:44]
Host
Clarity and vision. Give me the vision. What's your vision on digital invites?
- [52:49]
Melissa Andre
Okay. I love, I love digital invitations. I wouldn't have said this a decade ago. I love digital.
- [52:55]
Host
Said this, to be honest.
- [52:56]
Melissa Andre
You know why? Because guests prefer digital invitations. And the ultimate luxury is taking care of your guests. You know, the paper invitation. At one point we used to say this is the first experience guests are gonna have with your wedding. And you know, it sets the tone. And I agreed at one point in my, in my life. But I no longer agree because guests don't want them. No. I have done a five million dollar wedding that had digital invitations because the guest list is international, because the guest list has assistants and people with multiple homes on it. And convenience is also luxury. That's why we deliver everything. Like convenience is also luxury, you know, and that's why I prefer digital invitations, because guests prefer them. Trust me, I love paper. I, you know, have letterpress stationery that all different cars. If you get 10 cards from me, they'll all look different. And I love it for myself. And that's different. A handwritten note. But when it comes to invitations, it's really about the information on there. It needs to be very readily accessible. People need to be in on their holiday in Saint Tropez and say like, oh wait, I think I have a wedding that weekend. Let me just check. They need to be able to do that and, and check it on their phone, check it in their email. So I am all four digital invitations for that reason. There's nothing, there's nothing more, more annoying for guests than going, yeah, the invitation, it's like really pretty and letterpress. But it's like it was on my fridge back in la and I know that I'm, you know, in Marbella and Yeah. Like, it's for everyone.
- [54:31]
Host
No, but for the mom and like for the four people who are like your grandmother, your mom, and your aunt that wants to keep it, but for everybody else, it's annoying. It's gone in the garbage in five minutes.
- [54:40]
Melissa Andre
Yeah.
- [54:40]
Host
Like, I'm not saving some random friend from university's invitation for their wedding.
- [54:44]
Melissa Andre
Someone said that to me. I was like, they commented on that video and they were like, but people want to save it. I go, who's people? Yeah.
- [54:50]
Host
Your mom.
- [54:51]
Melissa Andre
Yeah.
- [54:51]
Host
Get her free one.
- [54:53]
Melissa Andre
Get her one.
- [54:53]
Host
Get our custom one.
- [54:54]
Melissa Andre
Yes.
- [54:55]
Host
Next is first look. Why do you think first look is the way to go?
- [54:59]
Melissa Andre
I am always 100% down for a first look. Because your wedding is one day and if anything goes wrong and you don't do a first look now you have this one hour gap where you have to absolutely get the shot with your portraits. It's too much pressure. It's unnecessary. Do a first look and then if you can get more photos after the ceremony. Right on. But you have, you open up the options. Like I've done, I've done weddings where it rains like in that hour and we can move guests for the cocktail. And then now you got no portraits in that light. Like, you just missed it. You missed it. You can't go back in time. You have to do a first look. It just opens up the possibilities. And at the end of the day, you only have photos and video. So you know that like that kind of dream that people have of seeing one another for the first time, like going down the aisle, we can still get that moment with a first look. I find it's more special because it's just you guys and your planner. Yeah.
- [55:52]
Host
You know, but so when you're saying the first look, like you set it up so that those photos happen before the ceremony.
- [55:59]
Melissa Andre
Yes. Yes. You still, you see each other for the first time. I've had brides change after it. I've had brides, you know, maybe add their bouquet or, you know, add their veil after it. Like, if the worry is he's going to see my dress, like, change. Do have a first look dress, another dress, you know, but that is like, seems to be the concern is he's gonna see me before I walk down the aisle. And some people believe that's bad luck. And. But I think like, the further we move away from how those kind of tales ever started, the less people believe it, you know, hang on to those, like, superstitions. But really when you are having a production, like a wedding is A production. Now, whether you like it or not, people gives you a lot more options for success.
- [56:52]
Host
Cool.
- [56:53]
Melissa Andre
Yeah.
- [56:53]
Host
What other, what other controversial approaches have you put out online that you've been shocked to get?
- [57:01]
Melissa Andre
I get a lot. Anything involving money seem is like, very polarizing. So the cash bar opinions are always, like, very polarizing. I'm like, anti cash bar.
- [57:15]
Host
Oh, even like buffet.
- [57:16]
Melissa Andre
Of course she's done personally not having buffets, but. So cash bar is very polarizing. I think like a host is a host. And a wedding is the most usually formal, big version of, of the way that you would host in your home. And imagine I invited you over for one of my dinner parties and you, you brought, you know, and I was like, do you want a glass of wine? And you're like, yeah, I'd love one. And then I said, Great, here's 12. It's $12. And you're like, what? You know, similarly, if I said, do you want a glass of wine? And you said, no, I want a snow cone, I would be like, what? You know, like, so same, right? Like, this isn't a restaurant with a menu, with a cash register where I can run your card. That's a different experience. So when people try and compare a wedding to, well, it's a nice dinner that they get to go to. No, it's not the same. What? They're only there to celebrate you. If they're going to dinner, they're okay. If it's going to be that, then give them the whole menu. Let them choose whatever they want. But they're not doing that. Yeah, it's a set menu that you chose. You chose the price. You chose what drinks are at the bar, you chose the venue. That, that's. That dictates the price of those drinks. It's not there. That's not the exchange. So cash bar and the wedding gift. The wedding gift.
- [58:40]
Host
What's the wedding gift opinion?
- [58:41]
Melissa Andre
Okay. The opinion is that some people are a pay for your plate opinion. Okay. And by the way, I was raised on pay for your plate, so I know where this came from. And like, when people are like, you don't get it. And you know, and I'll also get people like, oh, you just don't know in Toronto. It's not like that. And I'm like, I'm literally from Toronto. Or like, you know, in my, in my country. Or like, you know, I'm like, I too was raised in a pay for your plate, you know, but I don't, you know, you grow and you, you know, better and you do better and you learn more. And the only reason that, like, you know. So people say if you're invited to a wedding, you should pay for your plate. And then I always go, okay, so if you get there and it's 10 course meal and it's $10,000, do you. Because, by the way, you didn't choose the plate, the couple did. Do you? What, Take your checkbook out and start changing the amount? Of course, you don't. Of course, pay for your plate. Only works when every wedding you're going to and every single person invited is in the exact same, like, socioeconomic class. Class as you. Or, like, you know, whatever. Right. That's why it works, is because you all kind of choose the same venues, and they say you're all trading. You know, you're all trading. So in that case. Case. I get it. Like, I get why it works. But. But now that, like, I rarely do a wedding that people aren't traveling to and people aren't in. And also, like, for example. So you're telling me if I go, there's also people who say we keep a book of how much everyone gave us, and then that's how much we give them. And it's this weird transactional thing because, like, okay, my cousins have been getting married for two decades. You're telling me that my cousin's wedding that I went to when I was 21, I'm supposed to give the same gift as now. Like, I was barely graduated at that point. Of course not. And then you're telling me that that cousin's supposed to be mad that they chose to get married when I was less successful. Like, this entire thing is crazy. Like, you're telling me someone has a list of what I could, you know, and vice versa. You're telling me that, like, when I get married, I'm supposed to. They're gonna go, well, you only gave me that, or whatever. Or, oh, my God, she gave me this, and I can't afford to give that to her. And now I'm so stressed about it. So I'm not gonna go. Like, I see people going, I would rather not go, or, I would rather people not go. I'm like, if I invite you to my wedding, I want you there regardless of what you can give me. Like, regardless if you can give me anything. You know, I'm not. You're not invited because of giving me anything. I have no expectation of gifts, right? So. So, like, this is, like, these are the conversations that I feel like, are, you know, anything? Of course about money is going to be really polarizing. But I can very comfortably go back and forth with anyone about why. Why those things may not. Why those opinions may not make sense. Like the, the pay for your plate thing, it's like, it's only pay for your plate if the plate happens to cost what you wanted to gift. It's never pay for your plate when you get there and it's a ten thousand dollar meal. Yeah, like what happened?
- [61:48]
Host
What is your perspective on the approach to when you're traveling, you now no longer have to give a gift?
- [61:56]
Melissa Andre
I think that the gift that you give is like in no relation to the wedding. I think you give the gift that you can and it depends how close you are to the couple. So if you traveling and doing all this stuff made it so that giving a gift is like gonna like put you out, then don't give a gift.
- [62:21]
Host
It's a gift.
- [62:22]
Melissa Andre
Right.
- [62:23]
Host
It's not an obligation.
- [62:24]
Melissa Andre
Right.
- [62:24]
Host
A gift.
- [62:25]
Melissa Andre
Right. That's the literal definition of a gift. And I think like, I don't think anyone should expect a gift ever. I think it's like an amazing and sweet thing to do. No, always give me a gift to gift in any, any instance, any circumstances. So sweet. You know, we love a gift.
- [62:43]
Host
Love A good gift.
- [62:44]
Melissa Andre
Right?
- [62:45]
Host
Love.
- [62:45]
Melissa Andre
A good love language. Yeah, it's the love language. Yeah, exactly. Right. But it's like, it's the expectation for the gift, as though it's like a transaction that I. I don't agree with. And I completely understand why couples who are like, oh my God, I had to fly here, I had to buy a dress, I had to get a hotel, I can't, I. And that's, you know, that's okay. And I think that's totally okay. And I've only ever had clients that are like, oh my God, we don't expect people giving a gifts. They're already traveling here, you know, which is the right approach, I think.
- [63:14]
Host
Totally agree. A core takeaway from this episode is I'm obviously super fascinated about what you.
- [63:20]
Melissa Andre
Do, but it's your time, because it's my time.
- [63:23]
Host
And I'm in a great place in my life where I have to interview the best in the world. But from where I wanted to have this conversation is I like interviewing the people that are the best of what they do. So that no matter what industry you're in, you can find inspiration and take away from. From other people that are killing it in other industries. Your approach to kind of start investing in your personal brand and going online. What have you learned what have been your kind of your core takeaways with marketing and branding yourself and like how can people in other industries or your industry kind of learn from what you've experienced?
- [63:56]
Melissa Andre
I think like really what I've taken away is that my industry and what I'm an expert in is a, an area of interest for so many people, not just my clients. So I, for example, I don't get so many of our service clients from being online, for example. Like I don't know how many people like see and it does happen every once in a while but I don't think most, most of our clients have been to one of our events, usually something like that. But, but there are other people who are still in, interested in our industry and can learn something or pull inspiration. So I think that's a thing about online and especially video content that we didn't used to have. Like so the way that we marketed back in the day was you would get your work published and you might get a 10 page spread and, and that magazine would be on stands for six months. Imagine so huge amount of pressure to produce work that was for sure going to get published. Let's just start there because if it didn't, you had to go months without anything in those magazines, which luckily we, we were always able to really get things in print. But you know, just a different approach because it was so much about the work without ever really discussing like the approach or what went into it. And I think like that is one of the gifts and also one of the probably negative things about more like short form video content is like we can really show what goes into professionally producing an event, like an expert. That being said, people can also like regurgitate pointless facts back and forth day and night, especially if they don't have like clients to tend to because they can just like sit and do that all day, you know. So I think we didn't used to get, you know, some of the questions that we get right now. I can tell that people have like been on tick tock hearing bad advice too long, which I am like so comfortable speaking about my industry. So I can like, you know, talk, talk up, down, left, right, north, south, on a diagonal, flip it and reverse it about what's good, bad, wrong and right. When it comes to weddings, that doesn't matter. Whatever you heard on the Internet, I will tell you the truth, you know, so I actually enjoy that aspect of it. I think that it's actually easier to stand out. It's easier to like brand yourself if you really are an expert, if you can, you know, really explain what goes into what you do and, you know, best practices and that kind of thing. But, but going back to, to like the original part of the question, I think what has been interesting in terms of branding is that there are new audiences that may not have found your work, who may not be a service client of yours, who can still be in your community. They can still be an audience because maybe they're interested in what you do. They, they're having an event, but they're not a potential client for you. They can still kind of like be in your community. And I think that's really interesting. We didn't used to have that before. Does that make sense?
- [67:18]
Host
Totally. Yeah. But also staying top of mind, right? Like, I guess the next kind of question to this is, how have you found the balance in. When you do these high profile events and you talk about them, do you get permission before? Because where I have a lot of clients that struggle is they'll do things at the highest level, but they don't know how to broach the subject. Because a part of working with top celebrities is that anonymity. Right. So it's how do you approach kind of doing it tastefully and capturing the work you've worked on?
- [67:47]
Melissa Andre
I think mostly I'm not focusing on, like, I don't need to talk about who they are as a person. Like, you know, I need to talk about what I did for their event. Like that Victoria Beckham story, like, at the end of the day, doesn't say anything bad or good about her. Even though she's great, we love her, but it's really about, you know, if anything, what, what the Victoria Beckham as a client adds to that story is the amount of pressure.
- [68:14]
Host
Yeah.
- [68:14]
Melissa Andre
It's not because she is so important and famous and amazing and has such great taste. Not because she did or didn't do anything that we can have an opinion of. Like, that's what she adds to that story is like, you know, because this is our clientele, there's so much pressure to make it amazing because I can't let her down. But people think that I, if I go to their wedding, that's how I'm gonna feel. And going back to that story, I was like, this is great. Look at all these Ms. Brown blankets. How adorable. Like, you know, life moves on. This is great. It's so adorable, you know, so it's like going back. The point I was trying to make is like, I wonder, you know, maybe she would have been okay, we'll never know. But like, stars. Are they just like us? Would she have freaked out? I don't know. We'll never know. But like, imagine I could totally see her being like. Like I remember her walking in and I'm like on a wild goose. Like, I'm on such a tangent, but I walked in, she walked in and I did some things that were kind of like a surprise. And I was like, do you like it? And I was a little bit nervous and she was like, what's not to like? And I was like, oh, I'm like deceased, you know? And I don't know, like, there's some like, funny little anecdotes like that. But like, I would never. I, I think like these little anecdotes, at the end of the day, they're still kind of like, like focused on the work that MADCO did. But I don't know. There's so many things about the events that I don't say because of who they were for. There's so many events I can't talk about. So it's like. But we do a lot of them. So we, we, we get enough stories in it. One event has like a million stories in it. So I'll have stories forever. Yeah.
- [69:49]
Host
Well, when I get invited to the dinner party, I look forward to hearing about them.
- [69:53]
Melissa Andre
You're invited.
- [69:53]
Host
So how can people find you? And let's throw in a promo code if I don't. Anyone wants to download or pay for your bundle?
- [70:00]
Melissa Andre
Yes. We'll make the promo code AOTB and you can find me at MelissaAndre.com or at Melissa Andre on basically everything on Tick Tock and Instagram and all the things. Yeah, awesome.
- [70:17]
Host
Well, thank. Oh, and last question. What is a brand to you?
- [70:20]
Melissa Andre
Oh my God. A brand is like a, a promise, you know, the brand is, is a promise. Like, I know if this is where I'm at, I'm. I'm gonna be taken care of. I don't. And I tell people that when they inquire with us is like, right now it feels like it's this big decision. The only thing you need to know if you're gonna hire Madco, the thing you need to feel comfortable with. You don't need to have the answers to everything. You need to feel comfortable that we're the right team that's going to work through all of those things and you know that you're going to feel comfortable with us. We working through. And we're going to give you the highest level of service, you know, and. And that we have the right information, experience to be able to service you, to. To make you really comfortable throughout this process. So that is like our promise to the clients because at the very beginning, I don't know if there's going to be a hurricane. I don't know if FedEx is going to get us our stuff there on time. I don't know if something's going to break in the middle of the night. And all those things have happened. You know, I don't know that yet, but I do know that, like, when you hire madca, so we're. We're definitely going to give you, like, a luxurious level of service. And that's like the. That's the promise that we're making.
- [71:24]
Host
That was a perfect answer. That was a mic drop moment. Melissa, thank you for stopping in. I loved having you on out of the Brand.
- [71:32]
Melissa Andre
Thank you. I had so much fun. We're gonna plan a wedding now we gotta go planning a wedding, Gotta go planning a party.