Event planning is one of the most in-demand professions in the fashion, beauty, and lifestyle industries. It involves designing, organizing, and hosting festivals, presentations, fashion shows, award ceremonies, galas, and weddings, among many other events. However, breaking into this profession is not easy. Due to its high demand, market expectations are exceptionally high. Additionally, with the variety of events being held, it is becoming increasingly difficult to stand out. We spoke with David Henríquez, co-founder of Floreale and professor at Vogue College of Fashion, to understand the keys to hosting a successful event and the current state of the industry.
Connection and Personality
“I believe every successful event must include several essential ingredients. First and foremost, it must reflect the personality of the client—whether it’s a private event like a wedding, party, or celebration, or a corporate event,” Henríquez explains via video call. This requires a strong connection with the client to understand their needs and translate them into a design that aligns with their vision. The same principle applies to both private clients and brands. Imagine organizing an event for Tiffany & Co. without incorporating its signature turquoise color in the décor or capturing its classic and sophisticated essence.
Attention to Detail and Planning Go Hand in Hand
For Henríquez, once a connection has been established with the client and the event has been infused with personality, careful planning is essential. In event planning, this allows for anticipating potential challenges and ensuring that every detail receives the attention it deserves. “Every aspect must be meticulously planned so that nothing is overlooked on the day of the event. It’s important to always have a Plan B in case of unexpected situations and to include an element of surprise that makes the event unique and memorable.” For example, for an outdoor event, having a contingency plan for rain can prevent major disruptions. Additionally, incorporating an eye-catching floral installation can make the event stand out.
The Value of Passion and Dedication
Success in this industry also depends on a personal calling and full dedication to the job at hand. “There are several essential factors for thriving in this sector: a strong passion for service, deep commitment to each project, and great attention to detail,” says Henríquez.
It is also crucial to maintain a low profile. When organizing an event, the goal is to highlight the main figure or purpose of the event rather than drawing attention to oneself. True success lies in creating an atmosphere where the protagonist or product and the experience itself take center stage—not the event planner. This requires a delicate touch so that every detail and element contributes to the celebration without overshadowing it. “Maximum availability is key—always putting the client first and setting aside personal ego. The priority is to meet their needs and expectations, not to seek personal recognition.”
Teamwork as The Foundation of Event Planning
In event planning, teamwork is not just an important component—it is the foundation of the entire process. Coordination and collaboration among all involved parties, from vendors to the production team, ensure that every aspect of the event is executed flawlessly. “It is essential because it is the best way to achieve exceptional results and offer a unique, special, and complete experience,” Henríquez emphasizes.
Understanding the Industry and Its Trends
Henríquez notes that the floral sector, his particular field, “is experiencing a major boom” with high demand, much like the event industry as a whole. According to the expert, “brands are increasingly looking to attract customers through unique experiences, while private clients also want to impress their guests.”
The event planning expert also highlights the importance of education and extensive knowledge of the industry to remain competitive. Two of the best and most sought-after educational pathways for both newcomers and professionals are the Vogue Diploma in Event Management and the Vogue Online Course in Communication, Public Relations, and Luxury Event Planning. The first is an in-person program at Vogue College of Fashion, offering in-depth training that provides a comprehensive approach to planning and executing high-end events, from logistics management to the creation of unique experiences. Students gain practical skills that prepare them to lead teams and coordinate large-scale events, facing real-world challenges and learning to make key decisions under pressure. On the other hand, the online course is designed for those who seek flexibility while gaining a broad understanding of the luxury event market, studying remotely from anywhere in the world.
Finally, Henríquez shares a key piece of advice for students: “Work at an established company in the industry before starting your own business. Learning the trade from the ground up gives you the necessary foundation to understand how everything works, from client relations to logistics. Additionally, having a strong passion for what you do and a touch of creativity will help you develop a unique signature style. That combination of experience, dedication, and originality will give you the confidence and success needed when you decide to forge your own path.”
