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EP. 180 - From Bridal Styling to Business Powerhouse: Nayri Kalayjian’s Secrets to a "Heck Yes" Experience
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About This Episode:
On today’s episode of Get a "HECK YES"!, I sit down with the incredible Nayri Kalayjian—also known as the Wedding Fashion Expert. From bestselling author to celebrity bridal stylist and business coach, Nayri has transformed Lovella Bridal into one of the most sought-after bridal brands in the country.
We dive deep into:
- How Nayri creates a unique, high-touch customer experience using tech and team strategy
- Her favorite sales techniques to get a HECK YES! from dream clients
- How to stand out in a saturated wedding market with your “Woo Factor”
- Why branding and online presence are everything in today’s wedding world
Whether you’re a bridal pro or just love boss woman energy, this episode is packed with gold.
🎁 Free Gift for Listeners:
Download Nayri’s Wedding Day Checklist – a must-have resource for brides and bridal pros alike:
👉 weddingfashionexpert.com/downloads
Watch the Interview on YouTube:
Subscribe & Watch →
💬 Let’s Connect:
If you loved this episode, screenshot and tag us on Instagram @carissawoo and @weddingfashionexpert with your favorite takeaway! Don’t forget to hit follow and leave a 5-star review 💖
Instagram: @weddingfashionexpert | @lovellabridal | @lovellaplus
Website: weddingfashionexpert.com | lovellabridal.com
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Transcript
Introduction and Purpose of the Podcast
00:00:00
Speaker
Hey, hey, wedding pros and creatives. Welcome back to another episode of Get a Heck Yes, the podcast that helps you book your dream clients, stand out in your market, and finally build a business that feels good as it looks.
00:00:13
Speaker
Okay, so before we dive in today's amazing episode, I have to say passive income is the move.
Importance of Passive Income and Free Resources
00:00:20
Speaker
If you're tired of constantly booking back-to-back weddings just to hit your income goals, I want you to know there is another way. You can make money while you sleep.
00:00:29
Speaker
You can make money without booking more events and you can finally create space in your calendar without sacrificing income. It all starts with creating scalable evergreen content that works for you.
00:00:41
Speaker
And I got you a freebie that will help you take your first step. Download my make passive income with reels playbook. It's linked right in the show notes.
Introducing Nairi, the Wedding Fashion Expert
00:00:51
Speaker
It's time to make money with content you already love to create.
00:00:55
Speaker
Now, let's get into today's guest. She is a powerhouse, an innovator, and a true leader in the bridal fashion world. From styling celebrity brides to scaling a wildly successful brand at Lovella Bridal, she's also a best-selling author, a speaker, a YouTube, TikTok, Instagram, real Ween, go check her out. You're going to binge her reels.
00:01:22
Speaker
Please welcome the incredible Nairi, aka Wedding Fashion Expert.
00:01:32
Speaker
Welcome to Get a Heck Yes with Carissa Wu. I'm your host Carissa and I've been a Los Angeles wedding photographer for over a decade. I've traveled the world, built my team, and seen it all.
00:01:42
Speaker
I now coach wedding photographers hit 10K a month and build a thriving business. In this podcast, we are going to deep dive into how top wedding creatives get that heck yes from their dream clients. We are not holding back on the struggles of the business and how to push through the noise. Some healthy hustle, mindset shifts, up-leveling your money story,
00:02:01
Speaker
Time hacks because I'm a mom of two, a little bit of woo-woo, and most importantly, self-love and confidence are just a few of the many things we will talk
Exploring Success Strategies in the Wedding Industry
00:02:09
Speaker
about. I want to give you a genuine thank you for following along my journey.
00:02:13
Speaker
I hope to inspire you every Woo Wednesdays so that you say heck yes to listening to this podcast. See you guys soon.
00:02:23
Speaker
Hey everyone, welcome back to Get a Heck Yes. I have a very special guest today. So given today's dynamic world, Nairi's beautifully leveraged technology to create a unique, unforgettable customer experience from being a bestseller author to styling celebrity brides, online branding, and YouTubing, public speaking, coaching, and educating.
00:02:46
Speaker
Nairi has tuned Lavella Bridal into the successful bridal brand it is today, and she specializes in oversee overall business, um branding, online presence, team building, and implementing sales and marketing initiatives.
00:03:01
Speaker
Her innovative strategies make her an industry leader and pioneer. Welcome, Nairi! ah you so much for having me. And wedding fashion expert, if you guys don't know her, she is a big deal on YouTube and TikTok, on Instagram. She's everywhere. And I'm just so happy to have you on here today.
00:03:22
Speaker
Likewise. Thank you so much for having me. You're welcome. I met you at the WIPA event, the Huntington Beach Hyatt Regency. You were the keynote speaker and you just tore down the house. And i I'm part of the WIPA board, but everyone just was obsessed with you and what you said. yeah well Thank you. That means so much. I had a great time, got to connect with so many people. I spoke about AI, so I think everyone was really, really into it. it was
Nairi's Personal and Professional Journey
00:03:49
Speaker
phenomenal.
00:03:49
Speaker
Yes. And we're going to talk about that today, but tell everyone who you are in a nutshell. Who am I in a nutshell? um Okay. So obviously, as you mentioned, wedding fashion expert, I wear a ton of different hats at Lavella Bridal. I'm located in Los Angeles, California, and there's nothing I don't touch in the business. It's kind of crazy. So i like you mentioned, I focus a lot on marketing. um I help rides, not a ton of them, but a few weekly. Yeah.
00:04:19
Speaker
And then for fun, I love to work out, ride horses and spend time with my family and I geek out on travel. Oh, nice. And LaBella is in the heart of LA, right? Yeah. So we're in Glendale, California, but that's the heart of Los Angeles. We're really close to downtown.
00:04:35
Speaker
So we have a lot of clients that come in, they fly into Burbank or LAX and we're kind of right in the middle, but Burbank is way easier. So yeah, oh it's a great location. Perfect. Perfect. Okay. We're going to go back into your childhood. yeah What were you like as a kid and tell me anything about your family?
00:04:51
Speaker
Okay. So I, so my, both of my parents immigrated from Armenia to S they got married here, had my brother and I here. And, um, What was it like growing up? It was amazing. My parents worked really... I grew up in a family of serial entrepreneurs. So my family owned tons of different businesses, some super successful, some failed miserably.
00:05:12
Speaker
So you know I've seen it all. I've seen the highs, I've seen the lows. And I think that that definitely... I know that that definitely contributes to my work ethic because if I wanted anything, i had to work for it. So I worked in their businesses And my dad was so strict, like down to the minute if I was late, he would calculate in pennies what that would be off of my paycheck. who So super, super strict.
00:05:35
Speaker
um Education was extremely important for my parents because they didn't have the opportunities and everything they did was to give my brother and I opportunity to live the American dream. So that's basically what I've done. And in terms of like what my earliest childhood memory, I believe it or not, before I was even exposed to any, I'd never been to a wedding. I had never been in a wedding. i was ah obsessed with draping towels into gowns over my body. And then I would walk down
00:06:06
Speaker
My parents' stairs, they had a two-story house, and I'd walk down the stairs watching the fabric trail behind me. Whoa. It's of crazy. I tell people that I was born to do what I do, and I truly believe it because the two things that I would do, or several things I do. So one would be designing these dresses in front of the mirror. Two would be dressing up as my mom going to work.
00:06:28
Speaker
And three would be teaching an imaginary class. And all of those three, do. Kind of crazy. Like when I say i'm I was born to do what I do, je i i was. Like I was genuinely born do what to be in fashion.
00:06:46
Speaker
i landed in weddings because I am such a sentimental person and deeply value family and cherishing forever memories. And then education. i love what did it wait what What did your parents, um what kind of job did you have like growing up working for your parents?
00:07:01
Speaker
Yeah. So the main job that I did was working for my dad's dry cleaners. So it's kind of funny because I would sit there and i would bag or I'd stay in there and bag all these designer items. And I'd be like, oh, I want this in my closet. It was like shopping someone's closets constantly. And I would mostly just bag all the finished, cleaned items.
00:07:20
Speaker
um products. So it was always like Burberry jackets. Oh, that's so cool. Like, I don't know. I just, I loved it. And we also, we also did um wedding dress gown preservation as well. So I was oh all different. It's kind of interesting. You wouldn't think of that, but at dry cleaners, you're exposed to all these different kinds of fashion. Interesting. Interesting. You're probably really good at the TP toilet paper.
00:07:44
Speaker
shame your i about like magnificent Yeah, so funny. Definitely. Yeah. i and don't I don't know. I haven't done it in a while, but I think it's pretty decent.
00:07:57
Speaker
What were you like in like high school or college days? In high school and college. So I danced a lot of ballet, lots of structure, yeah taught younger ballet classes to pay for my ballet classes. So I interacted with kids a lot. So again, that teaching aspect.
00:08:12
Speaker
was still definitely there. i was very regimented and structured in areas that I cared about. And while my family instilled in me how important education is and all of that, I was really, i did not enjoy school, unfortunately. Like school was a challenge for me. Studying was a challenge for me because naturally I'm such a creative and I want to go out there and do things and I want to
The Role of AI in Wedding Fashion and Business Strategy
00:08:38
Speaker
do real life. I don't want to sit in a classroom.
00:08:40
Speaker
Yeah. That was hard for me. i my you know, my parents, I'm so lucky my parents would get me tutors to get me through these classes, but focusing was really, really difficult. Yeah. mean Something that I didn't love doing. I knew I had to do it and I wanted to do it, but I didn't love it. And that was very hard.
00:08:56
Speaker
Um, I would say that like in college, I was more successful in school when my schedule was busy. So like in college, I had more time on my hands, right? Cause naturally you're not in that like 8am to 2pm high school, you know, structure of your day. You have more, you have more free time. Yeah. Well, because of that, my grades started to drop. But then the second I went and got a job, if I was working, I didn't go in school.
00:09:24
Speaker
So I'm just a person that needs to be busy, needs something to look forward to in an area that I enjoy to be able to do the things that I don't enjoy. I'm very similar up front to you. Do you think we have ADHD?
00:09:37
Speaker
You know what? i I definitely think that I probably. So here's the thing. My parents got me tested for everything. like they yeah And I passed all the tests. With clear, like I pass it.
00:09:49
Speaker
And even for dyslexia, I pass that I'm not. Okay. But I swear I am, but I am to a degree that I can manage it. Yeah. Does that make sense? Yeah. You can't fully diagnose me because I'm going to test well on that.
00:10:02
Speaker
Like, i yeah I don't know why. i think we just have that thing where like we know how to get it done. But we like to do it really fast. Yes. And there are moments like I can be an extreme procrastinator and leave things to the last minute, which is not not good, right? But somehow I always get it done. But the thing is, is if you give me too much time, I'm going to play with it.
00:10:24
Speaker
need to very structured and not have too much time to play with. It needs to be like boom, boom, boom, boom. boom Yeah, my calendar like in college was like to the T, like go to the bathroom. and like and Tapioca Express, work there.
00:10:39
Speaker
Okay, do this for like 30 minutes. It was crazy. And I think our brains kind of work the same. So it's all kind of making sense. What kind of job did you have like that wasn't your parents' business?
00:10:49
Speaker
Yeah, great question. Okay, but before I answer that, one thing that a school teacher told my mom was that Nairi lives in a fairy tale land that thinks everything's going to work out.
00:11:00
Speaker
So I think that has a lot to do with my success is my, I am very much in touch with reality, but there are parts of me that dreams bigger than the reality to not allow the reality to discourage me.
00:11:14
Speaker
Oh, crazy. Yeah. I've been like that since I was a kid and I do believe it. Somehow everything's going to work out and that's what's attributed to a lot of my success and And in terms of other jobs that I had when I was college, I worked at a really high-end sunglass boutique store in Santa Barbara.
00:11:35
Speaker
So we would sell Chromeheart sunglasses. So selling sunglasses in thousands of dollars was super helpful when I came on over to Bridal because $2,000 sunglasses... makes it really easy to sell $2,000 wedding dress. Yeah, you're like, that's cheap, dude.
00:11:51
Speaker
It's pennies. Yeah, so we sold everything, but it did go pretty high up there, which was very helpful for me. And then I worked for L'Occitane, which is the French skin product and body product company. I worked for them as well, which I really enjoyed working for them. I learned a lot about corporate structure and the way they train people.
00:12:08
Speaker
um the way they calculate conversions of success. ah Yeah, I learned a lot from that. And then my last job in college, which is where I landed and I really loved it, I became a personal assistant to a very, um very successful couple.
00:12:24
Speaker
they The husband is an architect and contractor and the wife is a, she had a TV show um called Property Ladder where they would like rebuild, like it kind of like a A fix up.
00:12:38
Speaker
Yeah. TV show of homes. So she was an interior designer and a real estate agent. Wow. And she had also written a book. And so I was their personal assistant, but then also their office assistant. And then they have a baby they had a baby at the time that I would also watch the baby while I'm working. so like ah but that they never for that. I just kind of took that on because I love kids and yeah it's really natural to me. And they were like, holy smokes, Nairie, we didn't know you could do this too.
00:13:02
Speaker
So it was cool. and And I wasn't necessarily their nanny. They had that, yeah but there were certain like work trips they would take and they'd take me along with them as their assistant and to also take care of the baby. So that was really cool. I learned how to work with really high end clients client And how to use discretion when giving deliverables and things like that, which also works very well in bridal as well. Setting the expectation that you don't disappoint them. And if you can imagine, we're talking about construction, which it's nothing but delays, delays, delays, delays.
00:13:36
Speaker
How long did you work for that family? I worked for them for about two years. Wow. How'd you get connected with them? I asked a my brother's mentor. So I told my brother's mentor that I really wanted to work for people who are super successful, that would give me the opportunity to be their assistant, to learn, to shadow them.
00:13:55
Speaker
um And they were looking for someone and it was a really good fit. Oh, okay. Everything that you said is so powerful. So I'm like, I feel like this conversation is going to be two hours, but it can't be. So I have to ask the question of like how you got started in like Lovella
Client Satisfaction and Decision-Making Strategies
00:14:10
Speaker
and that era of your life.
00:14:12
Speaker
Yeah. So I knew that I always wanted to be in bridal. And so while I was in college, I would on and off work at the store. um I would do the social media while I was in class.
00:14:22
Speaker
I know I probably shouldn't have. It's an ADHD thing. We have to do two things at one time. Sitting here listening to a lecture doing our Facebook. At the time, Facebook was it before Instagram came um came into it.
00:14:37
Speaker
And then Instagram came into the picture in the beginning. Instagram was used as a um editing app. Oh, yeah. and so And I found it through Oscar De La Renta's PR Girl. There was a Instagram handle and a Facebook handle called Oscar's PR Girl.
00:14:54
Speaker
And I followed her. So then she joined Instagram and then I joined it. And then I realized while I was editing my own photos for like my own personal stuff for fun and fashion things that I'd find, I created one for Lovella. Before, creating one for businesses was a thing. And people would make fun of me. They're like, why you have a Post-it on your laptop that says post on Instagram for Lovella as a daily reminder to post? Wow. And I have a screenshot of what that profile looked like in the beginning. So that's sort of how it began. It began through a part-time job while in college. i would come home for the weekends. I'd work with brides. I'd do the social media and the marketing of it.
00:15:35
Speaker
um And then from there, it just slowly evolved and evolved and evolved. Wow.
00:15:41
Speaker
You're like the OG planally.
00:15:47
Speaker
Okay, so interesting. Okay. So then after that, i know I know this is like totally jumping, but how did you start wedding fashion expert? And like, I know you said in the talk, like you didn't want to show up on camera.
00:15:59
Speaker
And then you just felt like you had to do it. So walk me through that journey. I'm excited to share with you all about our first get a heck yes sponsor 17 hats.
00:16:11
Speaker
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00:16:22
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Bridal Design Selection and Personal Management
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00:17:23
Speaker
Okay, great. So a few things had to happen. So for many years, people were telling me that I needed to be the face of Lavella. And I was really uncomfortable with that because one, I don't ever want to be a face. But the reason why is there's an Armenian saying, and it doesn't translate 100%, but it's basically the the the ultimate wealth is humility.
00:17:46
Speaker
So having humility wealth. well and um so to be the face of something isn't showcasing being humble in a way. It's really putting yourself out there and saying, look at me. That's how I looked at it.
00:18:01
Speaker
yeah That's how I looked at it. And it was uncomfortable with it because I'm actually a pretty shy, introverted person, surprisingly. So it's very uncomfortable for me to one, be like, oh, listen to me, look at me, all these things, right? And to be the center of attention, I would always hide behind my brother's shadow. My brother's very extroverted. Everybody loves him. He talks to the walls.
00:18:22
Speaker
Like I can talk to anybody and I just be like in his little shot. yeah, yeah, yeah. Give him the attention. Don't look at me. um So anyway, so people told me for years. And then I read a book because I was a part of this um this like entrepreneur's group of um various various businesses, not in the wedding space at all, just different businesses. And it's this community and this group that I was a part of.
00:18:48
Speaker
And they suggested reading
Brand Evolution and Social Media Engagement
00:18:50
Speaker
the book, The Big Leap by Gay Hendricks. And basically this book, I read it every single year or at least listen to the audio book just because there's something new to learn from it every single time You go through it based on the stage of life that you're in.
00:19:03
Speaker
And one of the things I learned is in upper there's various upper limiting beliefs. And I didn't know that I had upper limiting beliefs. And we all do. And they're instilled in us in the way that we're socialized into the world.
00:19:15
Speaker
So for example, one of my limiting beliefs was I need to not be out there to remain humble and not feel my successes externally and let people see those successes on their own, right? And not talk to The other thing was I can't be more successful than people I love because I don't want them to feel bad about themselves.
00:19:38
Speaker
Where that came from was probably the same thing, right? is yeah like The ultimate wealth is being humble. And that's how I associated being humble is not being more successful than others.
00:19:50
Speaker
Yeah, it could have been like one simple trigger when you're a kid, like, oh, someone that had had a lot of money was stuck up or something and that just like stuck with you. Totally,
Conclusion and Call to Action
00:20:00
Speaker
totally. And it could be a combination of so many things. Yeah. Well, identifying that as an upper limiting belief and working through that.
00:20:07
Speaker
And then I was sitting in a conference and this guy gets up on stage and he's like, oh, you could write a book. Yeah. Answer these questions. That's the title of your chapters.
00:20:18
Speaker
Boom. There's your books. I was sitting next to my brother because at the time he he's in real estate. And so we both went together to learn. And so I'm sitting next to him and I go, oh my God, I'm writing a book. It's called I'm Getting Married and I'm Nothing to Wear, The Ultimate Guide to Finding Your Perfect Wedding. And it like all came together in a matter of minutes. like It was so And he looked at me and he's like, hell yeah, that's awesome. I love So I go online and I look up all the different things. I'm sitting there and then I go, okay.
00:20:49
Speaker
I'm writing this book. I start writing it. But what's the end game of this book? What am I doing with it? And then I used to publish it. And my mentor at the time was like, Nairi, it might seem stupid to you because I'm like, this is stupid. No one's going to read this. And he's like, it might seem stupid to you, but this is information that's not out there that's very valuable to others. It's stupid to you because you know the knowledge and you think it's silly to write about Yeah. And I'm like, yeah, okay, fine.
00:21:14
Speaker
And then I was like, well what am I doing with this? And then, so I sat in a brainstorming session and that's where Wedding Fashion Expert was born. So I looked up the name, all the handles were available. The the domain page was available.
00:21:27
Speaker
And then I did wedding fashion expert and a vision board of what wedding fashion expert is. And so that's how it was born. It started with the book and then it went to almost self-sabotaging the book. But then I was surrounded by people around me to be like, no, no, no, no. no You don't get to do that. Push forward and make it something even bigger.
00:21:47
Speaker
And then from the book came the Instagram, came the YouTube page. and How long did it take you to publish the book? um I published it within like, so it was Written in about three to four months.
00:21:59
Speaker
It was and sent over to an editor at like the six-month mark. The edits were done after to editor. And then by the time we published it was probably like about nine months from the original idea date. Yeah. It took me three years to write my book. Yeah. That's fast.
00:22:16
Speaker
I had people, i I was paying professionals to push me. And if I didn't pay for those professionals to push me, it probably would have taken me a lot longer. But it also depends what stage of life you were writing your book in because you have a family and kids. I don't.
00:22:32
Speaker
Yeah, yeah, yeah. Okay. So talk me through the YouTube, starting your first like YouTube um or the first video. Like what was that all about? And was it nerve wracking? And how did you get over that?
00:22:45
Speaker
so And what end then last question, like about YouTube, like how did, what's it today? Yeah. So YouTube started off from that book. And so basically the book is answering the top questions that brides ask, right? So I'm taking you through the process of like things that the most important critical things that you need to know and how to make the decision.
00:23:04
Speaker
So the YouTube was a spinoff on that. And what I did is I hired a production company to come in and film. I think we filmed 20 videos. Wow. Uh-huh.
00:23:14
Speaker
I'm pretty sure that was 20 weeks of content. So we did one day, 20 videos. And then I think I hired them a second time. Or did I just, I don't remember.
00:23:25
Speaker
But I hired them and everything was pretty much scripted. I used to script the videos. Yeah. And then I did that. And then I kind of stopped for a little while. And then I created a Nairie Unveiled series where I would do videos of interviewing designers and like more business stuff.
00:23:43
Speaker
And then I stopped that and then COVID hit. And then so it's actually i hit my seven year anniversary on YouTube May 5th. So it just hit seven years and it's been on and off.
00:23:53
Speaker
And when I started it again 2021. was two thousand twenty one So since have consistently been posting on YouTube I do YouTube shorts daily and then YouTube long format videos. A new video goes live every Wednesday at 8 a.m. Pacific Standard Time.
00:24:12
Speaker
And those are topics that brides write requesting or bridal stylists write requesting. So they're all topics that one, I've created or two, people have requested videos on. And that has been consistent ever since 2021.
00:24:26
Speaker
um twenty twenty one Yeah, I know you're very comfortable now in front of speaking and but the large stages and on YouTube because I feel like it's definitely not scripted. It's just coming from the heart. is, yeah. So now my YouTube videos are not scripted. I do it all myself. I had ah an amazing friend who had reached out to me and he taught me a lot about um, how to produce my videos. He, he's a photographer and videographer. So he took me to Sammy's camera locally here, buy a camera, gave me a microphone to use. He taught me how to do everything. So now I self-produce, I edit and I just do everything freestyle and I don't have anyone helping me. i do that. What, what, what has like your YouTube channel done for you and your business?
00:25:08
Speaker
Yeah, so the YouTube channel, it's done so much in terms of it the whole point of the book and the YouTube channel, like where the reason why it was all born is because we had so many brides coming into Lavella.
00:25:21
Speaker
that didn't know anything. And the information they did have and the information that was out there wasn't from an industry professional. It was like some random blogger or writer who's not a bridal stylist, who isn't working in a store.
00:25:36
Speaker
So the point of it was to provide people with the accurate information from the source. So what it's done for Lovella is that it brides come in and they're prepared. They know to wear nude underwear. They know to look at the photo while they're in the dress. They know to not go home and sleep on it.
00:25:53
Speaker
You know, they're just more prepared about the process. They'll be like, I watched your video. I know that I should not wear a necklace. I should wear a headpiece, a veil, and just like they know. So they come in asking for things because they have the knowledge and knowledge is power. And it makes this experience easier.
00:26:12
Speaker
so much more seamless for everyone involved. Less confusion for the bride, less less education time spent with the store and the bride.
00:26:22
Speaker
And so what happens is now we have more time in our appointments. Instead of spending 15 to 20 to 30 minutes educating the process, now we can dive right into it and do our work and make the best use of everyone's time.
00:26:35
Speaker
So I'm the most decisive person in the world. And I just – whatever decision make, I just kind of like run with it. But um bridal dress, I am kind of funky. Like I was the type of – girl and like homecoming queen. I had like corn rolls and like, you know, chucks. And so I knew like when I saw something in online, like I knew what I wanted.
00:26:54
Speaker
So I bought it on pre-owned wedding dress. It was a nightmare. So it was a JLM, but it was like super hard. And like the boobs were just like really stiff. But then the, um, the skirt part was really good. And then it just didn't look right. And I couldn't return it. And then I went to another bridal dress and I got like another thing and it was used, but it was just like not working.
00:27:15
Speaker
So I'm like, if I had the education, like I would saved like thousand of dollars. Yes. Part of it too is like watching people spend money thinking they're saving And they're being smart about it. And then in the end, it's like mental stress, which time is money and stress is, you know, that causes you.
00:27:36
Speaker
um And so, yeah, it's really about like educating on that too. Exactly what you say. Like that all the time. So the week of the wedding, I walked down, week of the wedding, I walked down the stairs with my bridal dress.
00:27:49
Speaker
And then one of my like blunt best friends, she was like, no. And I was seriously trying to buy... Get a wedding dress to wear like three days before my wedding from Run the Runway.
00:28:01
Speaker
Yep. I ended up wearing the dress and it looked fine, but yeah, just education is power for sure. It really is Knowledge is total power. Like, and just knowing. Yeah.
00:28:12
Speaker
Yeah. Okay, i your story was so meaty and your answers are so good, but the hot topic is AI. So let's keep this around like 15 minutes. But um you spoke for WIPA, like I said, and the topic was AI and you had like, everyone like went crazy for it. And even yesterday, people were like, dude, I'm so mad that like that part wasn't on video because that's the one that that they want to hear again. and like, we heard Tom's thing like a thousand times and I'm like,
00:28:43
Speaker
I don't know. Everyone's like went crazy for it. So let's talk a little bit about AI. Like why is it so near dear to your heart? Yeah. So there's so many benefits to AI. And I think that I know that when something new is introduced, everybody panics and freaks out and thinks like, oh my God, my job is done. there No one's going to need me. Artificial intelligence is going to take over our lives, blah, blah, blah, blah.
00:29:06
Speaker
But we can use it to our advantage. And while AI is super fascinating and interesting and we are educating it every day, which is very, very freaky. Oh. But- ai can be so valuable within your business or your day-to-day life when used properly. So I personally use AI for multiple things.
00:29:27
Speaker
um I use it to help me copy emails. So like the writing of my emails, I'll write it and then I'll send it over to AI and be like, make this super professional.
00:29:38
Speaker
I want a stern... So stern tone because I, you know, I want it to feel very matter of fact. Yeah. I want it softened and pleasant as well. So, you know, you can really give it direction on tone and then it'll write rewrite it for you. And then you could say, make it a little bit more softer.
00:29:55
Speaker
you know make it a little bit more accessible and kind or whatever it is that you want it to say. yeah um You can also use it for captions. And I think what's most interesting for me is that you can use it for photos and video for social media content.
00:30:14
Speaker
So as an entrepreneur, you have no excuse to not be posting and you can't tell me that you don't have content because it's very easy to put it into different tools from ai And we talked about that on the presentation.
00:30:28
Speaker
um Chat on GPT gives you the ability to have it illustrate photos for you. So you can do some research on some AI tools. They could do photo and video. There are online courses to help you teach you this.
00:30:42
Speaker
um I know a few wedding professionals who are working on online courses right now. So if you're interested, um slide into my DMs when those courses are ready. I can send them to you. And basically what I find fascinating is while I have so many vendors sending me requests to borrow dresses for inspirational photo shoots,
00:31:04
Speaker
You don't need to do that anymore. And we don't loan out dresses. So for anybody who wants – like people are going to watch this and go, oh, I have an inspirational photo shoot. Can I borrow a dress? I saw you on the podcast, blah, blah, blah.
00:31:15
Speaker
No, we don't loan out any wedding dresses and I'll tell you why. We're open seven days a week. We had too many brides upset when dresses were taken from the store. Oh, my God. To be totally honest, I have had too many vendors be really disrespectful towards the dresses and return them in really dirty and damaged condition. And these dresses cost us thousands and thousands thousands of dollars.
00:31:36
Speaker
So you don't need a dress from a store or from a designer to create things. content. Use AI. It makes your life so much easier. Don't waste people's time and energy.
00:31:49
Speaker
Create. What's really cool about it is that you can create content to attract your ideal client. And we talked about that, identifying your ideal client, creating content that brings them in.
00:32:01
Speaker
So this gives you AI, gives you that ability to do that. Yeah, I know. I mean, i think some people are kind of like, huh? But if you go to your Instagram, you'll probably bi but um understand more because like some of the dresses are developed from ai like the one with the all the flowers. Yes, yes. I do post occasionally some AI footages that i have I made that I think are really cool and I'll post them.
00:32:27
Speaker
But a lot of our Instagram is our dresses in store and in them. But yes, you can use AI for you could ask it to give you a wedding reception in the ocean.
00:32:38
Speaker
Like that's totally, you know, aspirational. But then you can also say, give me, let's say you want to be a destination wedding planner. Maybe you're having AI design you a tablescape in Maui.
00:32:52
Speaker
Yeah. so putting it in destinations that exist you can also upload a photo yeah ai and say use this as a background and create me a wedding reception so and particular but and so that you want to attract and then you can you put on instagram that this this image created by ai so people know And then you can tag the location. Yeah. People in that location see your business.
00:33:18
Speaker
So it's all about using this to your advantage and strategy for you. And I encourage you to take a deep dive onto Instagram and look at what people are doing with AI created imagery so that you can draw inspiration from that and see how it would work well for the type of client and business that you are wanting to attract and bring into your life.
00:33:43
Speaker
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00:33:56
Speaker
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00:34:06
Speaker
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00:34:24
Speaker
Yeah, I posted something on Carissa with photography that's AI generated, but it's a beautiful um yellow boots with flowers all around it. So I told Cling AI to just create something for me and make it kind of look filmy with soft light and...
00:34:40
Speaker
I posted it.
00:34:43
Speaker
And people really love it. Like it's, it's, it's it's content. It's not good. Yeah. and Okay. Let's talk about search. um You mentioned something in your speech that people are using like Chachabiti to find their vendors and you kind of gave some tips. I do the same thing because I actually,
00:35:02
Speaker
use chat chippity all day every day so i'm obsessed even have a therapist anymore because i just talk to it all day and then my friend genie she was like you're don't fall in love with it you know like the falling in love with a robot type of thing i was like oh my gosh that's amazing i never thought of it to use but hello you i know like um this is happening right now what should i do oh my god that's incredible um Yes. Okay. So one of the things that I, whenever I'm working with a client, I always ask them how they heard about us. And last year I had several brides and they continued. They said, oh, I found you on chat GPT.
00:35:38
Speaker
And I was like, what? Yeah. And so then I went and I searched like bridal stores in Los Angeles and sure enough, there we come up. And it's fascinating to me because the thing with ChatGBT is the data, because I asked ChatGBT, I said, where are you getting your data from? And i don't know off the top of my head because it was in the presentation. It's not fresh on my mind, but I want to say it was 2021.
00:36:02
Speaker
one the the data it were twenty so The data is not recent because what happens is when I looked at our listing, we had photos of our old look like our old floors, which we changed our floors almost four or five years ago. The photos that are in ChatGPT aren't real time.
00:36:23
Speaker
And that's why I went down the rabbit hole of like, okay, wait, where when where' is ChatGPT getting its information? And how many years old is this? It's not so active. So the one thing that I projected that I said on stage is eventually ChatGPT is going to allow businesses to do a business listing just like Google does so that you can put in the accurate information.
00:36:45
Speaker
the meantime, doesn't allow you to do that. But in the meantime, you can go on ChatGPT on your desktop, not on your cell phone. And it in the right corner, it allows you to create a profile so you can teach ChatGPT about your business. It will help it learn about you.
00:37:02
Speaker
So I do recommend doing that. But yes, more and more consumers are using ChatGPT to find businesses. I personally am not using it too much to find businesses because it's not 100% accurate. Like our store hours on ChatGPT are inaccurate and there's no way for me to fix it.
00:37:20
Speaker
yeah But it's been accurate on our on our Google, on our website, our Google listing, our Yelp listing, our website, the knot, WeddingWire. We updated it after COVID once we were closed, once we were shut down, and then we reopened. We changed some of our hours around.
00:37:36
Speaker
And that's not reflecting on ChatGPT. Yeah, yeah, yeah. So as a consumer, my one thing out there is if you're using it, one, I encourage you to use it how how our clients would use it to see if they'd find you Two, I also encourage you to be mindful to use it, but also check Google because Google has more real time and businesses can update their hours, their opening days and all of that, including Yelp.
00:38:02
Speaker
So like if we're closed for a holiday, Yelp knows it, Google knows it, Wedding Year's and Not knows it. So anybody looking knows, okay, Lavella's closed on these days. But if they were looking on ChatGPT, they're not going to have that accurate real time information. Yeah, but it's going to get smarter.
00:38:16
Speaker
it is It is. I do believe it will allow businesses to create their profiles just like Google Business does. i I'm already backing it up. but
00:38:28
Speaker
You talking crap about my chat to me too. And it just, yeah, it doesn't have the real time info. And it does tell you, like when I ask it for, like I'll also use it for statistics. I'll try to pull some stats from it. Or I've used it for YouTube video topics.
00:38:47
Speaker
yeah And sometimes the things it says, I'm like, I'm going to tweak that and make it more relatable for today because it's a little outdated. Wow. Okay. So interesting question. like Maybe you talk to like probably thousands of brides, but like what is your biggest get a heck yes technique for when you're talking, selling a dress? Heck yes to the dress. Oh, heck yes to the dress.
00:39:13
Speaker
It could be sell technique or tip or hack or anything. Yeah, I think the biggest thing is I ask for brides, bride shopping for their wedding dress. It's really difficult in the sense that they have in their head that they have to go to a million stores, that they have all their options. um And it's about educating them and saying, look, designers are in certain territories. So the second you start driving X distance, you're now seeing the same dresses over and over again.
00:39:42
Speaker
So my number one advice to them is, quality over quantity. But if you are the person that needs to exhaust quantity, go for it. Just come back to me at the end. um And the biggest tip or line that I say is going to be like, if you woke up tomorrow morning and I told you that this dress was not an option,
00:40:01
Speaker
How would you feel? ah Because if you're willing to walk away from it and come back and it not be an option, then it's not your dress. But if you're willing to walk away from it and come back and be so disappointed, then why are you wasting any time?
00:40:16
Speaker
oh I'm going to use that one for me. Like, if you walk away, you might not have this. that Availability. Like, are you willing to walk away and i get booked tomorrow and I'm no longer an option for you?
00:40:27
Speaker
Because if that disappoints you, what is sleeping on it for one night really do? Whoa, I love that. And that goes for anything. Like think about all the tariffs that we're talking about and all the price increases. Like are you willing to pay more just to sleep on it? And also while you're sleeping, you're in REM sleep. You're not getting more clarity over your decision. Like it makes no sense to me why people think they need to sleep on it.
00:40:51
Speaker
Yeah. I'm like, you better buy your Shein stuff right now because it's going to go up. Exactly. That's exactly right. so So I think that's the biggest thing of like, and look, if you're willing to walk away from it and you're you don't feel disappointed, then we haven't done, I haven't done my job. I haven't given you what it is that you're looking for. And I haven't mentally gotten you to the place to cross this off your to-do list.
00:41:16
Speaker
And that's on me, right? I need to take this client on the journey to get to the point where they feel confident in their decision of crossing it off the to-do list. And how amazing would it feel to wake up tomorrow morning, know that this is done, and go and plan another element of your wedding.
00:41:33
Speaker
Wow. Yeah. I mean, just talking to you like in this podcast, I'm sure like you get a lot done in a little bit of time and they're just like, OK, like where do I sign? And like, look, at the end of the day, you're shopping, you're talking to me because you need something and you want to get it done.
00:41:50
Speaker
Yeah. but If you are here just to play and it's playtime, then. then we're not, you know, that's fine. That's what you're here for. What makes a Lavella like special? Cause I didn't really go to many bridal shops because I just did the online thing, but like what makes you stand up?
00:42:06
Speaker
Yeah. What makes Lavella so special and it's what we, what we sought out to do, right? So our dresses start at 2,500 and we go all the way up.
00:42:17
Speaker
So we have every price point you could imagine. We do have dresses under 2,500, but I don't like to say that because it's fewer quantity. So a bride that comes in sees we have over a thousand dresses in inventory, which is also a huge flux for us, right? Because most stores are smaller. We're over 6,000 square feet. We have a lot of inventory to shop under one roof.
00:42:39
Speaker
So the price ranges, the amount of inventory, and then we also have plus size dresses as well. So we are the widest selection you can shop yeah California.
00:42:51
Speaker
And then we also have exclusive designs that our designers create for us that are only available at Lavella in the entire world. And those are not advertised on our website. You'll see them on Instagram and we'll say exclusive design.
00:43:06
Speaker
So there's it's a no-brainer to come to Lavella during your so search because our expertise of our stylists is unmatched. these These women have been doing this for years. They are true experts in the field.
00:43:21
Speaker
And they know what they're doing. And our inventory is unmatched. And I don't say that as a humble brag. It's facts. It's literal facts. This is not me bragging. It just is what it is.
00:43:32
Speaker
Now, the one thing that we always have to kind of, that works against us is people see us, brides see us, and they're a little intimidated. by Lovella. Like, oh, that's not going to be within my budget.
00:43:43
Speaker
Oh, it's so pretty. I don't know if I'm deserving of this experience. wow The whole point of Lovella is to make women feel beautiful and confident in the most important article of clothing they'll ever wear And we created a beautiful environment, not to not for you to fear it, for you to say, I'm worthy of experiencing this and I'm coming in no matter how much I'm willing to spend. Because I promise you,
00:44:07
Speaker
we will find something within the price range that you want, whether it's a sample that's on sale or a new dress that's available. We are there to give you a phenomenal experience, no matter your body size, no matter your price point.
00:44:21
Speaker
Wow. That's beautiful. I just listened to the YouTube about you going to like New York Fashion Week and you said like you're one of three buyers and like ah ballroom dresses are really popular.
00:44:32
Speaker
um how what's like the experience of like going to New York Fashion Week and like Do you just kind of like have a gut feeling about things? They're like, how do you decide on which ones to get, which ones to not get?
00:44:43
Speaker
That is such a good question. And it's so difficult. Yes. At Lovella, we have three buyers. So in every dress we buy, all three of us have to say yes to it. So um we don't, all three of us are not out of the store at the same time. So two of us go, one of us stays home and I send pictures to the other one. It's home. And yeah,
00:45:02
Speaker
You know, it's not really a gut feeling. it's It's so many things that go into it in one. It's like, okay, do I have a dress like this in store? Do I have a dress at this price point?
00:45:13
Speaker
What bride am I buying this for? um There's so many things that go into it. And it sucks because sometimes when I have a good feeling about a dress, this is why I said it's not about the feeling, that dress will do horrible at home.
00:45:26
Speaker
Once I get it in the store, brides don't like it. So there's no way to know. It's really, really, really challenging. And so it's very stressful because I am there to get all the social media content. I'm also there to strategically buy. I'm also there to look at the numbers to be like, okay, how much money are we spending?
00:45:46
Speaker
Because the success of a bridal store really comes down to inventory and cost management. It's very easy to sit there and buy dresses and overbuy and overspend. And that cuts into the success of the store.
00:45:59
Speaker
So it's actually a lot of pressure. And while everybody thinks it's like playing dress up and fun, it's not, it's very strategic and it is so much pressure. Wow.
00:46:12
Speaker
Okay. Back to AI question, just cause I'm curious. Um, like There's always new like AI programs coming out, like and you have so many hats that you wear.
00:46:22
Speaker
like Are there any AI softwares that you use to like help you manage your time, your social media? I know there's like motion that I keep getting an ad from to manage your schedule. um Do you have any...
00:46:35
Speaker
tips and tricks? haven't used any. In terms of me managing my time, I've kind of created my own system that works really, really well for me. And it's literally my Google calendar to the point where I even, like I had yesterday that I need to clean my dining room table. I had a ton of mail that had piled up on my dining room table.
00:46:54
Speaker
I left a 30 minute window in my calendar that was like, Clean dining room table, shred mail with my address and stuff on it that, you know, it has information. I don't need these papers, but I don't want to throw it in the trash. So i let it sit there because I don't want to just dump it, you know, i in these envelopes that are total spam.
00:47:12
Speaker
So yeah. So like to the point of like, I just schedule myself with these windows of time of what I need to do in that moment. So in a way I micromanage myself and Yeah, it really works for me. oh I know that people who have tried that and they ignore their own micromanagement, people who need an AI software to like hold you accountable.
00:47:32
Speaker
I encourage, I'm a big believer in testing things. So I encourage you to test these AI tools. Come up with your own schedule that works for you. i have sat through so many talks of people saying how to manage time and time block.
00:47:48
Speaker
I think that this is so personal and everybody does manages their time differently. So I'm all about like testing it out. And some of mine I've learned from different people around me like,
00:47:59
Speaker
oh You literally put that in your calendar. Okay, I'm going to give it a try and see if it works. And it does. Interesting. Yeah. I think our brains work very similarly. um Last question before a rapid fire questions.
00:48:12
Speaker
Let's see. I feel like Yeah, definitely like you blew up on social media and you're consistent, you're driven, you have a message, um you show up, um you know, you did all the things to make it look good. So you had to learn, a photographer, videographer.
00:48:30
Speaker
um I feel like the wedding industry is like, they kind of hide. Like even I, I did some interviews yesterday with like, with a board and they're just like, their face is just froze. And I'm like, Oh my God, just say, hi, I'm blah, blah. I do this. Like, and I'm on the board. Like ah they they like freeze.
00:48:50
Speaker
Um, they just can't be on camera. And I get it. Cause I was there too. But like, do you have any tips on how to just break out their shell and like start showing up? Yeah, I think that the biggest thing that i one of my mentors has told me and i pass along to everyone else is don't worry, be crappy.
00:49:09
Speaker
So I think that we're all so focused on on being perfect and, oh, I can't be on camera because they don't I'm not good at it. you know That's the narrative. like I'm not good at it and I'm not pretty enough for it. I'm not handsome enough for it. I don't have the knack for it.
00:49:25
Speaker
I get camera shy. I get writer's block for speaking block. You know, like I can't get the words out. I freeze in front of the camera. Those are all phrases in your head that's stopping you where it's like, you know what? What if you took a deep breath and you go, don't worry, be crappy.
00:49:41
Speaker
Just pretend you're talking to a person. Yeah, yeah. like right now i'm making eye contact with the camera lens so it looks like i'm speaking directly to the person watching oh forget about anything like just pretend that there's a person in front of you and you're talking to them and that like reframing it in your brain yeah and what really made me de out of um all that talk that oh i can't do this i'm not but this isn't what i'm supposed to be doing i'm not good at this
00:50:13
Speaker
I did it because i knew to me, you have to ask yourself, is it more valuable for you to be out there helping others or to hide behind behind, like literally behind a curtain and not make an impact?
00:50:31
Speaker
And for me, My why and why I get up in the morning is because I want to make a difference in people's lives, specifically in wedding fashion. I want women to feel the most beautiful and confident they've ever felt, even when they are at their lowest, right?
00:50:46
Speaker
And I want them to just glow in the most important article of clothing they're ever going to wear, right? There's all this pressure on this article of clothing. And I want you to be at your least confident. And I want to be the reason that you're confident.
00:50:59
Speaker
Like i want to bring that out in you. And why do I want you at your least confident? Because most people are going through their days and they're least confident. And I want to transform that. I want to make that impact. And it goes for businesses as well. I want to make a difference in bridal stylists and business owners. I want small businesses to stay in business.
00:51:18
Speaker
I just want to make a difference in people's lives. I can't do that if I'm not on camera. So that's what you have to really ask yourself. are you Are you making the impact that you want to make day to day by not being on camera?
00:51:33
Speaker
And if the answer is yes, then great. You don't need to be on camera for what you do. But if you are not making your greatest impact, Then you need to be on camera. Does that make sense? So really taking it, taking the ego away from it. Like it's not about you. It's about them. It's not about how pretty or how good I look on camera.
00:51:50
Speaker
It's about me getting the information out there. And there are times like when I'm filming, the lighting isn't good. My face doesn't look amazing. People have made fun of me on YouTube saying like, oh, there she is a little talking doll again, like just a head doll not doing.
00:52:05
Speaker
But it's not about how I look. It's about the information that I'm giving. Yeah. So I ignore all those negative comments. Yeah. And I focus more on what is the information that they're taking? Fine. I don't look my best.
00:52:18
Speaker
I was crying all day yesterday. One eye is bigger than the other. You can do whatever, whatever the heck is happening in your head. And most people are going to be like, no, I'm not going to put this out there. Yeah.
00:52:31
Speaker
And that's normal. what's harder is going, you know what? It's not about how I look. It's not about me. It's about the information that I'm providing. I love that. More important. I love that reframe. I'm glad I asked that. Okay. Rapid fire questions. You have shorter answers, but you you like to travel, but what was your favorite vacation or place to travel? You travel from?
00:52:50
Speaker
Oh my gosh. That's so hard. um ah The first thing that came to mind is when I got to go to Egypt, um my uncle is from Egypt. And so that was just a phenomenal trip. we saw so much, so much history.
00:53:03
Speaker
I also really loved going to Armenia because that was just like, you know, learning about my own culture, seeing where my parents grew up. I love Greece because my grandparents were born in Greece. So seeing the church they got married in was very special.
00:53:15
Speaker
um Oh my God. Where do I just, I love Italy. i love everything. I really do. I just love to travel. I go to Mexico next week. I love Mexico. Like I just love to travel. Just put me on an airplane. I love being in the air and yeah.
00:53:28
Speaker
I love to go everywhere, but those are like the first things that really stood out in my brain. um What do you do like at home to decompress? I read books or I angry or happy clean.
00:53:39
Speaker
ah yeah
00:53:44
Speaker
but the answer I like to clean. I like a clean space. um And yeah, I love to read as well. so Yeah, this morning I was like, got a trash bag. I was like, you don't need these legals, right? Yeah.
00:53:56
Speaker
like in the trash, like this, this house is looking so cluttered. Totally. Oh my God. Okay. And let's see what is your, I usually just say three to like three month plan, but I want to ask you like bigger, like what's like your, or three months, what is your three year plan for you?
00:54:12
Speaker
ah such a great question. Um, I have some things on the pipeline, but I'm not allowed to talk about them. So that's a hard one. dont worry Um, but the three year plan that I can kind of give you an idea.
00:54:26
Speaker
is just more growth and evolution of the business um Yes, I have some very clear things that I can't discuss yet. So you're going to have to follow along to see. Yeah, yeah, yeah.
00:54:39
Speaker
Talk back and id be like, yeah, that was the plan. Oh, we're following along, We're following along your journey. But definitely look, continuing the talks I have to have with myself is getting comfortable with the uncomfortable, taking leaps when people tell you you shouldn't jump because it's too risky.
00:54:56
Speaker
Those are the things that are going through my head. So some really big leaps that people would look at me and go, you're effing crazy for wanting to do that. But I have been told that my entire life and I ignore it because if I don't take those crazy leaps and whether I fall or land on my two feet, maybe I land on one foot and there's a little bit of a wobble along the way, whatever happens, it's the journey, it's the lessons learned, and it's going to get me to where I want to go. And sometimes It might even take me to somewhere even better than I didn't know. Because one thing i have noticed about myself is I think I'm dreaming big, but I'm not dreaming big enough because I accomplished those things very quickly. So like what I feel is very big in my head, it actually happened so much sooner than I anticipated it because what I thought was big really wasn't that big.
00:55:50
Speaker
Yeah, I see you on a TV show or movie or something, but...
00:55:55
Speaker
as I don't know. gotta get personality and face for it, but where can everyone find you? Follow along, and then I have brides listening to you, and we're kind of... you know, get their dress. their dress Yeah, absolutely. So you can follow me personally at wedding fashion expert on Instagram and TikTok. And then of course, YouTube as well. yeah And then for Lovella, we have Instagram at Lovella Bridal at Lovella Plus.
00:56:19
Speaker
And TikTok is Lovella Bridal. And then we also have Pinterest Lovella Bridal and Facebook accounts as well. But basically we're everywhere. Thank you, Neri. You're so much fun to talk to.
00:56:30
Speaker
Thank you. I so appreciate you having me today. And if you're tuning in, please slide into my DM. Don't be shy. Ask a question. Tell me you listened. I'm always so happy to hear from people.
00:56:45
Speaker
Thanks for joining me this week on Get a Heck Yes with Carissa Wu. Make sure to follow, subscribe, leave a review, or tell a friend about the show. Take a screenshot and post to IG. Tag me. Also, don't forget to download my free guide on how to become a lead generating machine.
00:57:00
Speaker
See you next time, wedding pros.