What’s In, What’s Out: 2025 Wedding Trends From Both Sides of the Atlantic with Rachel Urban

What does it mean to design an elevated but approachable wedding experience?

Yeah, I think the “approachable” aspect shows up a lot in the design itself. There’s this sweet spot we try to hit — not so over-the-top that it feels intimidating or impersonal, but not so minimal that it feels unfinished. It’s about balance.

When you walk into a dinner space, you want it to feel warm, inviting, and exciting. Think glowing candlelight, intentional lighting, and details that feel considered but not overwhelming. The room should signal to your guests that they’re about to have a fun and memorable evening — not that they’re attending a stiff or formal affair.

And from the guest perspective, I think approachability comes from how we make them feel. Are they being guided clearly? Do they know where to go and what’s happening next? Do they feel seen, comfortable, and taken care of? It’s little things — thoughtful transitions, well-timed events, and attention to comfort — that make a guest experience feel elevated and polished without ever feeling too “much.”

Ultimately, when you’ve truly considered your guests and their experience, it shows — and it creates an atmosphere where people feel relaxed, welcomed, and ready to celebrate.

Are there any overlooked design details that can dramatically elevate a wedding?

Yes! I feel so passionately about this — deep in my soul — and it’s dining chairs. It’s such a specific detail, but it’s huge. Chairs are a major part of the overall visual impact when guests walk into a room. They take up a lot of visual space, and yet they’re often overlooked.

I honestly think the West Coast has this figured out more than we do on the East Coast. A lot of East Coast rental companies still lean pretty traditional in what they offer. But swapping out standard chairs — even if you keep your linen, glassware, and flatware the same — can make a huge difference. Add some florals and change the chairs? The room looks completely elevated.

It’s such a simple switch, but it makes a big impact. Chairs can help set the tone of the event, whether that’s relaxed, modern, or something totally unexpected. I really believe it’s one of those design choices that shouldn’t be underestimated.

How is economic uncertainty affecting wedding planning right now?

I think it's something a lot of us in the industry are feeling. It actually reminds me a little bit of the early days of COVID, when we were all trying to make sense of what was coming next and there were no clear answers. There’s a similar sense now of holding our breath — trying to anticipate what’s ahead, while acknowledging that some of this is still unfolding in real time.

In terms of how it’s showing up, we’re definitely having more conversations with clients about tariffs, taxes, and rising costs. Certain vendors are already feeling the impact more directly — rental companies, for example, are constantly having to replenish stock, and florists are navigating price increases for imported blooms.

What’s interesting is that I’m seeing two very different responses from couples. On one hand, there’s a noticeable dip in how many new couples are jumping into the process right now. They may be waiting a little longer before committing, or just feeling hesitant in general. On the other hand, the couples I already have booked? They’re moving fast — securing their vendors early, trying to lock in 2025 pricing, and making decisions with more urgency than usual.

So it’s a bit of a mixed bag. Some couples are full speed ahead, others are pausing. And I think that’s reflective of the uncertainty so many people are feeling in different areas of life right now.

Are couples shifting their priorities in response to rising costs?

I think in some ways, yes — but it’s nuanced. Here in New York, we’re really fortunate to have a broad range of vendors across different price points. There are incredibly seasoned professionals who are priced higher for good reason, but we also have newer or mid-range vendors with a lot of talent.

What I’m seeing — especially with couples planning for 2026 — is that they’re sometimes more open to exploring those mid-tier options. They’re still investing in areas that matter to them, but they might be less likely to splurge just for a “big name” if they can find someone whose work they connect with at a lower price point. That said, I wouldn’t say it’s entirely driven by the economy — it might also be a generational shift in how people value brand recognition versus personal connection.

Some things haven’t changed though. Most couples still splurge on the venue and food and beverage. Those foundational elements are hard to compromise on, and if you do cut back, you usually end up spending more on design to make up for it. So those priorities are holding steady.

How did Apricity Events Co. evolve from planning weddings in one location to planning in both the US and Europe?

It really goes back to when Lauren founded the company. From the beginning, she had a dream of planning weddings in Europe — specifically in France. That vision shaped a lot of what we’ve built.

There are so many benefits to having a business partner based overseas. She’s in the time zone, she speaks the language, and she’s traveled all over the country. She knows the nuances of different regions — whether it’s where to fly into, how to manage local transportation, or the cultural details that can make or break an event. That local knowledge is incredibly valuable and plays a huge role in helping us deliver seamless destination weddings for our clients.

What challenges come with planning weddings in both the US and Europe — and how do you navigate them?

One of the biggest challenges is also one of our strengths: the time zone difference. Having someone on the ground in the destination is incredibly valuable — especially when it comes to communicating with local vendors and handling logistics. But most of our couples are based in the U.S., so navigating communication across time zones is something we’ve had to master.

Some couples are very hands-on and willing to travel for site visits or venue tours. Others might not see their venue in person until the wedding weekend. We work with both approaches and tailor the planning process accordingly. For couples planning a European wedding, it’s important to factor in travel expenses and the time needed for overseas trips — whether it’s for walkthroughs, tastings, or simply feeling more connected to the place.

Ultimately, it’s about being flexible, clear, and thoughtful in how we communicate and plan — no matter where in the world our clients are.

What are your secrets to leading a confident and cohesive team on the wedding day?

This is such an important question — and one I think about constantly. Early in my career, I freelanced for a number of different planners in New York, and I’ll never forget the times I would receive timelines and key information the night before a wedding. It made it so hard to really step in and support the lead planner at the level I wanted to.

So now, as a lead planner, I make it a priority to prepare my team well in advance. I share our detailed wedding timeline and logistics document at least two weeks ahead of the wedding. It’s a live document, so my team can view updates and changes as they happen. That way, they’re never in the dark — they can absorb details gradually instead of scrambling the day before.

I also create personalized to-do lists for each person on the team. These aren't rigid task lists — they’re guidelines that help everyone feel grounded in their role. Whether someone is overseeing hair and makeup or managing ceremony setup, I want them to know exactly what to focus on, and I include small reminders throughout.

We also have a team call the week of the wedding. During that call, I walk through the timeline and design plan, share context about the couple, and flag any sensitive family dynamics that may impact the flow of the day. This isn’t about gossip — it’s about equipping our team with emotional awareness, so they can show up with empathy and professionalism.

Finally, I encourage questions throughout the process and on the wedding day. Many of my team members want to be lead planners themselves one day, so I love when they ask things like “Why did we choose flooring for this tented wedding but not the last one?” or “Why was this venue layout different?” These are the kinds of real-world details that matter — and creating space for learning makes the whole team stronger.

Do you have a process for training or onboarding new planners on your team?

Yes and no. When I first started planning on my own, especially in New York, so much of my process lived in my head. It wasn’t until I brought on Carly, my associate planner who’s been with me for about two and a half years now, that I really started to formalize things. She’s been a total game changer for the business.

In that first year together, there was a lot of trial, error, and out-loud brainstorming. I walked her through everything — how I build timelines, what goes into each month’s checklist, how I approach vendor communication. We had to create systems as we went, and I think that’s common in small businesses. When it’s just you for a long time, it’s hard to sit down and write out every process.

When it comes to training newer planners or day-of team members, I definitely have a heart for people who are just starting out. I remember what that felt like. But I also have to balance that with protecting the client experience. So if someone is brand new, I’ll only bring them on if they’re the only one in a shadowing role on that team. I never want a wedding to feel like a training day for the entire staff. My clients are hiring me for a polished, professional experience, and that means bringing a team that reflects that.

That said, so much of this work is learned on-site. The ability to think on your feet, anticipate what’s next, and gracefully solve problems in real time — those are things you can’t learn from a spreadsheet or a Zoom call. You learn them by doing. So creating safe opportunities for new planners to observe and grow is really important to me.

How do you keep things cohesive when managing a multi-day or destination event?

Honestly, I feel really lucky to have such a tenured and talented team. A huge part of keeping things cohesive — especially for multi-day or destination weddings — is knowing your team well and giving people the space to shine in their areas of strength.

As the lead, I think one of the most important things you can do is recognize what your team members are best at and trust them in those roles. Of course, our entire team is cross-trained and capable of jumping in wherever needed. But over time, you start to see who thrives in which moments.

For example, I have a few planners I always love placing with the couple during getting ready. They’re calm, attentive, warm — and genuinely leave a lasting impression. Couples often mention them by name in our Google reviews. On the other hand, I have team members who are incredibly detail-oriented and thrive in setup — straightening every fork, perfecting every chair angle, and double-checking the tiniest design details. They live for that part of the day, and I want to give them the opportunity to own it.

Of course, everyone on the team is capable of adapting, but when you match people to the roles that suit them best, the entire event runs more smoothly — and everyone feels more confident and empowered in their role.

How can planners, vendors, and even clients survive a 15-hour wedding day on your feet?

I love this question — because only recently have I really started to feel like I don’t get completely wrecked after a wedding day. You’re still going to feel tired, of course, but there are definitely things you can do to feel better during and after those long, physically demanding days.

Strength training made a huge difference for me. I used to end every wedding day in pain — my back, my legs, my feet. It was brutal. But once I started doing barre and OrangeTheory (really any kind of consistent strength work), I noticed how much stronger and more supported my body felt. When you’re standing, lifting, bending, walking, running — it takes a toll. But being in better shape makes it all so much easier to handle.

Then there’s the small stuff that adds up:

Dry shampoo and finishing powder: I apply both before the day starts so my hair and makeup stay as fresh as possible by the end of the night.
Hydration: I always bring a water bottle with a straw and fill it up as soon as I arrive at the venue. If I don’t do it right then, I know I’ll get busy and forget. And once I lose track of it — forget it, hydration is over.
Footwear strategy: Comfortable shoes are a must. I rotate shoes throughout the day based on what I’m doing. I also use arch supports in my flats (like Rothy’s) to prevent back pain.

Weddings are marathons, not sprints — especially when they span multiple days. Staying in good shape, fueling and hydrating well, and being proactive about self-care can make the difference between bouncing back and barely crawling to brunch the next morning.

And yes, sometimes you’ll be so focused that by 6 PM you’ve forgotten your own name, let alone your partner’s text. That’s the job — it’s intense. But taking care of you is the first step to taking care of everyone else on a wedding day.

What’s the difference between a luxury wedding and an ultra-luxury wedding?

This is such a great question — and one that’s coming up more often as couples aim to create increasingly elevated experiences for their guests.

While the line can feel a bit blurry (especially across different regions and budgets), here’s how I generally think about it:

Luxury weddings are beautifully executed, with elevated design, thoughtful details, and top-tier service. You might have a gorgeous tablescape, incredible food, and a highly personalized experience — but the focus is still on maximizing impact within a thoughtful, curated budget.

Ultra-luxury weddings, on the other hand, take all of that and go a step (or five) further. You’ll often see:

Immersive multi-day experiences that span a long weekend (or more), with custom events from Thursday to Sunday — welcome parties, afterparties, farewell brunches, excursions, and more.
Over-the-top design builds like full bar installations, floral ceilings, and custom lounges.
Service details drilled down to the finest degree — think coordinating uniforms for the catering team, multiple outfit changes for the couple, or monogrammed guest amenities.
A sense of abundance and time — the event isn’t rushed. There’s time to truly connect, indulge, and immerse yourself in every moment.

And as Rachel pointed out, this can also look different depending on where you are. A wedding in South Africa might offer ultra-luxury scale at a cost that would only cover a mid-range event in New York or Paris. It’s not always about the dollar amount — it’s about the scope and intentionality behind every single touchpoint.

Ultra-luxury weddings aren’t just beautiful — they’re layered, guest-centered, and often deeply immersive. From the moment someone arrives to the time they leave, they’ve been taken care of at every turn — and that’s what makes the experience truly unforgettable.

Connect with Apricity Event Co.

It was such a joy having this conversation with Rachel — and if you’re ready to see more of her work or learn about planning weddings across the U.S. and Europe, there are a few great places to start.

Visit apricityeventco.com to explore her planning services, recent events, and more about the Apricity team.

To get a feel for Rachel’s aesthetic, client experience, and the heart behind her work, be sure to follow her on Instagram at @apricityeventco. She shares behind-the-scenes planning moments, wedding highlights, and thoughtful insights on the wedding industry.

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