How a Wedding Planner & Designer Created a Niche and Tripled Their Sales

June 20, 2019 Kim Dawson

Do you work in a highly competitive industry and need to figure out how to stand out from your competition and have plenty of clients? Do you know how to be successful by sticking to your niche, and saying “no” to clients who are all wrong for you?

In this episode of The Sassy Strategist, Moira Thompson & Natalie Pinney of Whim Events share with us how they created a niche, boosted sales, and became a leader in their industry. We talk about how taking risks and being honest about who you really want to work with, as well as differentiating yourself from the competition, helped them build a high-end, luxury wedding planning, floral and design company, winning Boston Magazine’s “Best of Boston” for Best Wedding & Event Planner in 2018. 

“More projects aren’t better… the right projects are best.” – Natalie Pinney

Natalie & Moira share their amazing story of how they found each other and created a wildly successful business, along with what they’ve learned, and the mistakes they’ve made along the way. Listen in for more!

Key Points to Ponder

  • There’s a difference between a niche market and a niche service. If you create a niche market, but offer a wide range of services, you can maximize your profitability.

  • Entering a higher-price point market can be scary, but will typically lead to greater success for the solopreneur or micro-business owner.

  • In a highly-competitive industry, leverage your competition rather than fear it.

  • Larger projects might be better than smaller projects, as they can be more profitable and less time consuming. More projects aren’t always better, either.

Mentioned in this episode

About Whim Events

Once upon a time, a dreamy floral designer met a spreadsheet-obsessed event planner. It was the perfect match. Together over a lot of coffee, crazy ideas and a mutual love for making people’s dreams come true, Moira Thompson & Natalie Pinney founded Whim Events in 2011. Whim Events has since blossomed into one of Boston’s leading full-service wedding planning, event design and floral studios.

With over ten years of experience, we specialize in joyfully and thoughtfully guiding couples through every stage of the engagement. From scouting your ideal venue to curating well-crafted, intelligent design pieces that hone in on your life together, our team treats each wedding day with the utmost love & care.

Whim has been named one of New England’s Top Wedding Planners by My Weddings Magazine, awarded Boston’s Best Wedding Planner by the Improper Bostonian, and voted one of Boston’s Top 5 Florists on the Boston A-List.


and don’t miss a single episode!

Or catch up on some of our past episodes here!