Wedding planner Susannah, Founder and Creative Director of Couture Events, and leading Sussex floral designer Caroline, who is the Director of Nordic Twigs, give an insight into the preparation that goes on behind the scenes for a high-end wedding at Cowdray House.
From meticulous planning months in advance to ensuring everything runs seamlessly on the day, Caroline and Susannah describe why they are both so passionate about their jobs.
- Caroline and Susannah can you explain your role within Nordic Twigs and Couture Events, and describe the ethos behind your companies?
Susannah: I’m the Founder and Creative Director at Couture Events Ltd, a boutique wedding planning consultancy which specializes in the design and delivery of effortlessly exquisite destination wedding weekends in British stately and private homes and five-star hotels. We work primarily with couples based abroad who are looking for UK-based expertise and experience to produce and execute their destination weddings.
Caroline: Nordic Twigs was born out of a passion for interior design, architecture and an innate need to be creative. Floral design feels like an extension of all things beautiful and decorative, a luxury item, allowing me to fully immerse myself in my client’s vision for their special day or event. I work with my surroundings and the seasons, creating natural, effortless and considered floral designs for my clients.
- What attracted you to go into events and how long have you worked in the industry?
Susannah: I’ve been in the events sector my entire career. I started working as an events manager in London venues, then for high-end London party planning agencies organizing both corporate and private events, before finally establishing Couture Events Ltd to focus on wedding planning in 2018.
Caroline: In 2014 I set off as a Director of Nordic Twigs, full of promise and enthusiasm for the wedding industry. I threw myself into the world of weddings with no experience of running a business or creating floral designs on a big scale.
Running my own business has been a steep learning curve, one that has taught me so much and given me so much drive and joy.
- Have you worked together for a long time? Do you focus on weddings or cover a multitude of events?
Susannah: This was my first collaboration with Caroline, and she was an absolute dream to work with from start to finish, the perfect partner! Here at Couture, we work not only on weddings but also high-end private events (elite children’s parties, birthdays, dinner parties etc) and I look forward to my next opportunity to work with her.
Caroline: I was so excited to have been given the opportunity to collaborate with Couture Events and to create flowers for such a prestigious planner. The whole experience was lovely, and Susannah was inclusive, calm and incredibly professional. Our combined passion for details and perfection proved to be a perfect match.
- There are lovely images from a wedding at Cowdray House in July 2024. No one event is the same, but by focusing on this wedding we can get an idea of the planning and hard work which goes into a high-end wedding.
Susannah: The couple first reached out to me in August 2023, so about 11 months prior to their wedding. They knew they wanted to host a destination wedding near London for 40 of their closest family and friends and were looking for an expert to guide them to find not only their perfect venue which would offer them everything they dreamed of in terms of location, facilities and style, but also to help them build the best team of vendors aligned with their aesthetic and personalities.
Throughout the planning period we worked closely together to regularly review and discuss the flow, ambiance, logistics and details or every single touchpoint of the weekend.
Caroline: My client’s floral journey always starts with a consultation where one of my main objectives is to paint a picture in my mind of their vision. We talk colours and all things decorative as well as going through the feel, ambience and flow of their special day. At Nordic Twigs we focus not only on visual impact but also working with our surroundings and nature to create a breathtaking finish.
For A & J’s wedding we had a sample meeting where I brought floral designs, vessels and candles to create their vision in a mini format. As A & J live in America, it gave them an opportunity to meet me and to get a feel for Cowdray House and its grand setting. During this meeting we consolidated ideas and made sure every detail and choice of flower was matching perfectly including choices of linen, candle colours, glassware and crockery.
- Susannah and Caroline, can you describe the preparation that goes on in advance of the big day? The couple who got married at Cowdray House are American, so how do you arrange a wedding when you aren’t able to meet regularly in person?
Susannah: As specialists in destination wedding weekends for clients mostly based abroad, we are very used to working this way. We start with a ‘deep dive’ consultation into our client’s unique and specific vision and aspirations, and we also send a detailed discovery document which gives us so much insight not only into the wedding weekend but also into their backgrounds, their taste, preferences etc which is then underpins everything that follows.
Once designing and planning begins, we give our clients access to our planning software; we had fortnightly Zoom calls and almost daily WhatsApp’s. We had a very busy week together mid-way through during which we visited Cowdray with them scheduled 2 menu tastings with 2 different caterers, arranged 2 cake tastings, trials for hair and make up a floral consultation, a tablescaping design meeting etc as well as time for wedding planning discussions.
Caroline: Susannah and I were in close contact throughout the whole process, discussing options and details at great length to ensure the result was just how A & J had described their vision to us.
The more prep that goes into the planning, the smoother the day. I start working on the flower order around two weeks before the event date, working through my suppliers/growers, quality and of course flower choices. This is also when I source English grown foliage, all to be delivered around 3-4 days ahead of the date of the event.
From the moment the flower delivery arrives, all focus is on the quality of the flowers and getting the best out of them, so they look perfect on the day. We then start creating bringing our couples vision to life.
- Do you have a good understanding of the layout of Cowdray House and what features make it a standout wedding venue?
Susannah: I have always loved Cowdray House. It has a unique feel about it that starts the second you turn into the driveway. On arrival, the house is grand yet welcoming and its interiors are an incredible balance of sumptuous and perfectly appointed yet cosy and inviting. As a planner, Cowdray’s on-site facilities are what also makes it so very appealing to our clients from indoor and outdoor pools, the bowling alley, all the outside space for photo opportunities. It also has the most bedrooms of all the private country homes that we work in regularly, and every single one is beautiful. The option for additional accommodation on the Estate is also a huge bonus.
Caroline: Having had the privilege of working at Cowdray for over 10 years now, I feel I know the venue inside out. This incredible venue was made for a party, and it oozes elegance not to mention how steeped in history it is – a perfect backdrop for any event. I always feel incredibly privileged to bring my floral design over the threshold and it has been a pleasure to create so many different visions inside this beautiful home.
- On the day, what time do you start to get ready? Do you make contingency plans for the weather?
Susannah: Timings are totally dependent on the time of the ceremony, how many of the wedding party require hair and makeup, how many stylists there are etc… But anticipation always starts early, and we are on site from breakfast time onwards as that is when our couples – and their guests – need us! There is always a contingency plan for wet weather, but we work hard for it not to be a ‘Plan B” that has a negative connotation, but for the wet weather plan to be equally as beautiful as the perfect weather plan, so our couples are on board with it and then don’t feel disappointed if we in fact need to revert to it.
Caroline: Each wedding is planned differently depending on the flow of the day, so we plan the logistics and our to do list around the guest arrival time as well as the ceremony time. If the ceremony and the wedding breakfast both take place in Buck Hall, then we need to make sure we have a big enough team to turn the room around between the reception drinks and the wedding breakfast.
During the summer, we often work against the odds for the petals to stay fresh and happy so there is always a surplus at hand. Wind and changes in temperature makes the floral designs temperamental and it is my job to keep everything looking perfect. As a team, we must be agile and flexible, preparing for last minute changes to accommodate the weather.
- Caroline, how does the day unfold? Are you at Cowdray House throughout the entire event?
Susannah: Yes, we arrive on site in advance of the first vendors – who are often the bridal glam squad, followed by the caterers and the floral design and production teams. We will have already set out our site office the day prior which has everything we need for the weekend.
I allocate responsibility for oversight and management of specific vendors (eg photo and video teams, chauffeurs, our celebrant, nannies, ceremony musicians, cake designer, entertainers, late night band etc) to specific members of my team so that I am free to move between vendors and see the ‘whole’ as well as enabling me to focus on the wedding party.
Once set up is complete and guests begin to arrive, our job is then to ensure the smooth transitions and flow as the day goes on, responding to client and guest needs as required, and ensuring we are always one (if not two!) steps ahead about what is happening next. We remain with our clients until the conclusion of the after party. This means that on wedding weekends we are regularly on site on continuous days from 7am to 2am.
Caroline: My team and I usually arrive at Cowdray House in the morning to start unloading the vans and organise equipment, install any mechanics we will be using as frames or bases for our floral designs.
For A & J’s wedding, I worked closely with Susannah throughout the day. Cowdray House is a versatile venue with options for both an outdoor and an indoor ceremony, which allows for a whole host of possibilities to be creative. For a Buck Hall ceremony and wedding breakfast we require a bigger team on site for longer so we can turn the space into a sumptuous dining experience. I am often on site until the candles has been lit and the guests called through for dinner. For me, the lighting of the candles, brings closure to my day on site and it is that last detail that brings the whole setting together.
- Do you have a methodical order of what goes where, when? I imagine that you both have a very strong eye for detail
Susannah: When designing and planning weddings at this level, detail applies on so many levels – understanding and translating details from the client’s specific brief and requirements, clarity of communication regarding design / supply and performance details, critical organizational and logistical details, very detailed scheduling of the timeline and of course creating unique and unforgettable design details. Being methodical (and enjoying the challenge of it!) is certainly a pre-requisite skillset in our line of work!
Caroline: My clients are at the centre of the planning and after I listen to their thoughts and ideas, I am as creative as I can be with the different areas in use at Cowdray House. I also think about photo opportunities and different angles the flowers will be seen from.
Having worked at Cowdray House for so many years I feel I have a good understanding what works and what doesn’t. For me, the details elevate the whole feel of the day which is so important when working with luxury weddings. The little touches can have a big impact on the overall styling.
- Have you built up strong rapports with trusted suppliers?
Susannah: Relationships built on mutual trust and respect (with some lighthearted fun mixed in) are critical. We are proud of the relationships we have built up with venues and vendors over the last 20 years in the sector.
Caroline: It is key to work as a team, bringing everyone’s expertise to the table to create a breathtaking and memorable day for our clients. We are reliant on each other and work closely not only throughout the planning process but also on the day.
- What characteristics make you both suited to work in events? I imagine it is important to be calm and not to be perturbed if everything doesn’t go exactly according to plan.
Susannah: I’m a born planner. Having spent more than 15 years in the London party planning sector, I have a huge amount of experience and expertise behind me which I bring to each, and every project and I love the feeling of helping people. Wedding planning at this level is an enormous pressure on couples so knowing that my skill set, my network and my passion can replace any feelings of overwhelm with reassurance that our team of experts is orchestrating every detail gives me a huge sense of satisfaction.
I would summarize my professional characteristics as creative, connected and calm!
Caroline: I have always had an incredible amount of energy and an urge to be busy as well as working under pressure. In my role as a Director of Nordic Twigs no day is the same and I get to use so many of my skillsets in this industry.
I am a calm problem solver and being creative is just a part of me that is essential to me feeling happy and content. I like helping my couples navigate their way through their floral journey and using my expertise to reassure when they get overwhelmed.
- What is the highlight of your role? And is it nice to keep in touch with the couple afterwards?
Susannah: I love being a wedding planner for several reasons. Firstly, the satisfaction of being able to help couples and to transform their expectations and anxieties about wedding planning into feelings of confidence and excitement, with enough energy to immerse themselves in the fun parts and leave the legwork to us.
Secondly, I love the satisfaction that comes from the dual strands of creativity and logistics that the role requires, and the fact that we get the opportunity to work with such amazing elite creative partners.
Lastly, for the wedding weekend itself, it’s like putting on a huge theatrical show. We come together as one big team with one shared objective, with all the emotions and nerves and thrill and reward that comes with it.
Caroline: I am not sure how I could pick a highlight as there are so many aspects of my role I enjoy. If I had to pick one, I would probably say my most favourite moment is seeing a space come together after months and months of planning. That moment when the candles are lit.
Another one would be to see the flowers all lined up in their buckets in the workshop after delivery and processing, looking beautiful and ready to be worked on after a good drink. I have many clients I am still in contact with, and I often get invited back to create flowers for other family members which is always an absolute joy and a privilege.
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