Conversations with Valerie Ayers

Today we’d like to introduce you to Valerie Ayers.

Hi Valerie , we’d love for you to start by introducing yourself.
When I was in college, I struggled to settle on a major because I thought my degree had to define my entire future. Looking back, I realize I was just wired like an entrepreneur and wanted my hand in multiple things, even if I didn’t know how to name that yet.

After college, I worked a mix of admin roles and ministry and did a lot of behind the scenes work supporting people. That season taught me how to stay organized, communicate well, and show up for others.

I got my start in weddings as a contract planner for a company in Houston, which gave me my first real exposure to the industry. From there, I began assisting with weddings and eventually worked as a planner for a company that owned multiple venues. I especially loved the sales side of that role. I’ve always been fascinated by selling, but in an honest way. To me, it’s about authenticity and helping people decide if something is actually the right fit.

By the end of 2023, with encouragement from my husband, I launched Lovely. Owning Lovely gives me space to have my hand in multiple things, planning, relationships, sales, and leadership, all in one place.

Now I’m building something that finally feels aligned with how I’m wired and where I’ve been.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
No, it hasn’t been a smooth road at all. Honestly, my entire exposure to the wedding industry has been uneven. I didn’t come into it with a clear path or steady growth. A lot of my early experience was contract based or seasonal, which made things feel uncertain and slow at times.

There were long stretches where I was learning without much structure, juggling different roles, and trying to figure out where I actually fit. I also saw parts of the industry that didn’t fully align with how I wanted to work, which was confusing early on but ultimately clarifying.

When I started Lovely, there were still challenges. Slow seasons, self doubt, learning how to price my work, and figuring out boundaries all came with the territory. I had to learn how to trust myself and talk about what I do in a way that felt honest without over explaining or pushing.

It hasn’t been easy, but that lack of smoothness is what shaped how I work now. It made me more intentional, more grounded, and really clear on building something that feels aligned rather than rushed or performative.

Appreciate you sharing that. What else should we know about what you do?
I plan weddings with a focus on calm, clarity, and care. I support couples through the parts of planning that can feel heavy or overwhelming. My role is to steady the process and help things feel manageable.

I work best with couples who value structure but still want the experience to feel warm and personal. I’m known for being thoughtful, communicative, and grounded. I care deeply about how people feel throughout the process.

What I’m most proud of is the foundation behind Lovely. It’s still growing, but it’s built with intention. Strong systems. Thoughtful relationships. A lot of heart.

What sets Lovely apart is the balance. Organization paired with empathy. Leadership paired with care. This work allows me to bring together all the things I love in a way that feels honest and aligned.

Is there a quality that you most attribute to your success?
I think it’s steadiness. I’m consistent, thoughtful, and willing to show up even when things feel uncertain. I don’t rush decisions, and I don’t chase what isn’t aligned.

I also care deeply about people. I listen well, I pay attention, and I try to lead with empathy. That trust builds over time, and it’s something I value more than quick wins.

That combination, staying steady while staying human, is what has carried me forward.

Contact Info:

• Website: https://eventsbylovely.com/
• Instagram: https://www.instagram.com/__lovelyevents/
• Facebook: https://www.facebook.com/p/Lovely-Events-61554522476696/

Image Credits
lightbulb league – christine