How to Raise Your Prices as a LUXURY Wedding Vendor
If you're a wedding vendor who's ever heard, “Just double your rates; you’re underselling yourself,” you may have felt a mix of inspiration and scepticism.
When I first considered doubling my rates, I thought, "I’m already struggling to get clients at my current rates—how could I possibly charge more?"
But I decided to make the leap and do everything necessary to showcase the true value of my work, transforming my business and income along the way.
Here’s a guide to help you do the same and confidently raise your rates as a luxury wedding vendor.
1. Revamp Your VISUAL Branding: Create a Visual Story That REFLECTS YOUR UNIQUE VISION AND STANDS OUT
The first step is ensuring your branding reflects the high-end service and experience you’re offering. When I decided to raise my rates, I knew I didn’t want to be just another fluffy, pastel-coloured wedding pro blending into the sea of sameness. I wanted to stand out and create a brand that reflected my philosophy: luxury built on soul, not conformity.
This meant stepping away from the expected and leaning into a bolder aesthetic, inspired by icons like Alexander McQueen and Amy Winehouse—artists who were unapologetically authentic, redefining what it meant to be the best simply by being true to themselves. They were celebrated and paid well, not for fitting the mould but for breaking it.
So, I started by overhauling my brand, swapping pastels for rich tones of brown and black that felt true to my vision. This shift wasn’t just about colours; it was about communicating a story of exclusivity and depth that resonated with my target audience. Clients looking for a truly unique experience could instantly see that I wasn’t just another vendor; I was the one they wanted.
To improve your own wedding brand visuals, consider what story it currently tells.
Does it reflect the kind of sophisticated, unforgettable experience you want to deliver? If not, it might be time for an upgrade. Invest in a cohesive, polished look that exudes exclusivity, elegance, and a sense of the rare.
See my before and after below:
2. Define WHAT MAKES YOUR WEDDING BRAND STAND OUT
When you’re competing in the luxury wedding market, standing out is critical.
I made the decision to define precisely who I wanted to work with and why I was different from others in my field. This wasn’t about simply comparing myself to the competition in terms of prices or services—it was about highlighting my unique values, approach, and strengths.
If you truly want people to pay a premium, you have to give them a reason to.
No one will pay three times as much if they can get a similar service down the road for cheaper. It’s your job to communicate how you stand out, whether that’s through your approach, your distinct style, your core values, your stellar testimonials, or your unique experience.
Without something that differentiates you, potential clients will choose the cheapest option every time.
Ask yourself:
What qualities make my work unique and valuable?
Who are my dream clients, and what do they value most?
How does my work reflect my personal values and philosophy?
How can I marry my values with the values of my ideal client?
What do I believe in which my competition does not?
Who is the dream wedding my ideal clients want and what is their idea of hell.
The better you can start to answer these questions the clearer you will become on exactly what it is that makes you stand out. I also find that these answers don’t come easily to wedding vendors. I usually have to have a branding session to dig deeper into the initial answers they give me as they are usually very surface-level. The good stuff is beyond the surface, driven by your deeper beliefs.
Getting clear on these points allows you not only to better market yourself but also to attract clients who genuinely resonate with your brand’s energy and are willing to invest in the experience you offer. When you create a powerful Unique Value Proposition that conveys why you’re worth the premium, you’re no longer competing on price alone—you’re offering an irreplaceable experience that clients will be excited to pay for.
3. Develop a Strong Brand Strategy: Become Irreplaceable
Building a strong brand strategy makes you not just a wedding vendor, but the vendor that clients want.
Here’s how to make each part of your brand strategy truly impactful:
Establish a Clear Brand Message That Resonates with Your Ideal Clients
Example: Imagine your ideal clients are adventurous couples who dream of unconventional, destination weddings that break away from tradition. Your brand message might focus on creating one-of-a-kind, unforgettable celebrations for bold, free-spirited couples. A statement like, “We craft weddings that are as fearless and unique as the love they celebrate” would resonate with them.
This messaging is about more than just weddings; it speaks to a way of life, drawing in couples who see their wedding as an expression of their personalities.
As a result, couples who want a classic or traditional wedding may look elsewhere, while adventurous clients will be drawn to your vision and excited to pay a premium for an experience that feels uniquely theirs.
Share Your Unique Philosophy and Passion with Confidence
Example: If your philosophy is that a wedding should be sentimental but always fun, communicate how this belief shapes every part of the experience you offer.
You might describe how you balance heartfelt moments with unexpected, joy-filled touches, making each wedding feel both deeply personal and refreshingly playful.
For instance, you could share a story on your website or social media about a wedding where you surprised the couple with a hidden champagne cart that rolled out during the vows or an interactive guest book that doubled as a confetti station. Explain, “To me, weddings are about celebrating the love story in a way that’s meaningful but never stiff. I believe in combining heartfelt moments with bursts of joy so that every guest leaves feeling like they were part of something unforgettable.”
By sharing this approach, you’ll attract couples who want their wedding to be a mix of sentiment and fun. They’ll see you as the perfect choice to create an experience that brings people together through laughter and connection, not just tradition. This unique philosophy makes your brand memorable and worth the premium because you’re delivering a balance of heart and joy that’s hard to find.
AND DON’T EVER FALL INTO THE TRAP OF SAYING, I DON’T WANT TO ONLY SPEAK TO THAT PERSON BECAUSE THEN I WILL LOSE SALES. BECAUSE YOU WILL 10000% LOSE SALES IF YOU TRY TO SPEAK TO EVERYONE.
4. Shift Focus from Price to Results: Showcase Transformative Outcomes
One of the biggest shifts I made was to stop emphasising the price and start highlighting the incredible outcomes I could deliver.
I began asking myself, "What unforgettable experience can I create for my dream clients that will make my price feel like an absolute bargain?"
This pivot helped me demonstrate the transformative value of my services and why they were worth the premium.
You could do this by:
Creating a portfolio of past weddings or events that showcase your high-end work.
Highlighting specific moments or elements that made each event unique.
Showcasing testimonials that reflect the impact you made on your clients’ special day.
Instead of positioning yourself as just another vendor, focus on the experience and emotional journey you’re providing. When your clients understand the impact you’ll have on their once-in-a-lifetime day, the price becomes secondary.
5. Gather and Use Social Proof: Make Testimonials Work for You
Nothing sells luxury services better than a stream of glowing, 5-star reviews.
As I committed to delivering a flawless experience, my clients responded with incredible testimonials that fueled my growth.
In the luxury market, potential clients want reassurance that you can deliver on your promises, and genuine testimonials provide that assurance.
Tips for gathering and using testimonials effectively:
Request feedback after every event, asking clients to highlight their favourite parts of working with you.
Share your testimonials prominently on your website and social media.
If you can get them saying the words on video that is the best form!
Use real quotes from clients in your marketing materials to build trust.
When clients see that others have had an extraordinary experience with you, they’re more likely to want the same—and they’ll be willing to pay more for it.
6. Tune into Your Audience’s Needs: Listen and Adjust Your Offerings
One of the most important lessons I learned was to pay close attention to my audience’s feedback.
Whether it came from discovery calls, direct conversations, or client surveys, I made it a priority to understand their needs, pain points, and desires.
This not only helped me refine my offerings but also allowed me to create services so aligned with their needs that price became a secondary consideration.
Try these steps to better understand your clients’ desires:
Conduct interviews or send out surveys to past clients.
Actively listen on calls to identify patterns in what your clients value.
Use feedback to refine your services, ensuring they’re perfectly tailored to your ideal client’s needs.
Start delivering what your couples ACTUALLY want, not what’s just easiest for you to deliver. That’s when everything changes.
7. Master the Art of Sales: Make Clients Feel Deeply Understood
One of the most transformative skills I developed as a luxury wedding marketer, was becoming truly skilled at sales.
I came to understand that sales isn’t about pushing a service but about addressing and resolving objections before they even come up—especially the silent ones, the hesitations that clients often don’t voice.
I learned exactly what to say, when to say it, and what to send at just the right time, so that my potential clients felt completely and utterly understood. The result? Choosing to work with me felt like the only answer.
This skill didn’t come easily; it’s the nuanced art of selling that often goes unnoticed, but it has been one of the most critical pieces in my success. By knowing my clients’ unspoken concerns and addressing them with empathy and confidence, I could show them that I understood their needs and values deeply.
Here’s how I did it:
Here’s exactly how I approached sales to make potential clients feel uniquely valued and understood.
I followed a structured, intentional process every step of the way, ensuring that every interaction felt personalized and meaningful.
I started by building connections on social media, using posts, comments, and DMs to engage in real conversations. My goal was to make potential clients feel that I “got” them from the very beginning. On calls, I followed a proven process that allowed me to tap deeply into the desires of wedding clients, truly understanding their vision and what mattered most to them.
After each call, I sent a follow-up email that mirrored their words and highlighted their priorities, making it clear I had truly listened. My brochure of services was customized to reflect exactly what they had expressed during our conversation, showing them that I understood precisely what they were looking for. Additionally, I had a follow-up strategy in place to ensure they never felt like just another inquiry.
At every step of the journey, I made them feel as if they were the only clients I was speaking to. This created a level of trust and comfort that made choosing me for their wedding journey feel completely natural. Through this process, clients not only felt seen and valued—they felt genuinely understood.
When clients see that you understand their needs on a deep level, they’re much more likely to trust you with their vision and to invest in the experience you provide. If you don’t master the art of selling in a way that feels authentic and empathetic, commanding high prices becomes an uphill battle.
