Meet Jennifer Currier of Soirée L.A. in Northridge

Today we’d like to introduce you to Jennifer Currier.

Jennifer, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Sixteen years ago, I was retiring as a professional dancer and looking for my next transition. I had a love of floral design and had worked at many of the high-volume floral shops around town, taking pick-up freelance work as a floral designer while simultaneously working as a dancer/party motivator for a DJ company doing Bar Mitzvahs on the weekends. Every event I worked, I would look at the decor and design and think to myself, “It would be cool if they had done “this” or “that” instead.”

After much encouragement from my friends and family, I decided to take the plunge in starting a business and approached an organization called Career Transitions for Dancers. I wrote a business plan and submitted a grant application in hopes of receiving some seed money to get started. Career Transitions for Dancers loved my business plan and ended up granting me the maximum amount- which wasn’t much but was enough to get a website designed and some business cards printed.

With little to no capitol to get started, I relied on referrals in order to book my first clients. I worked by myself, off my dining room table, subjected my husband to boxes of supplies that came in weekly and vowed to do the most spectacular job that every client would refer me or become a repeat client. I arranged flowers in vessels that seemed outside the box, I built Bar Mitzvah centerpieces that reflected the various themes, I digitally created and hand-assembled seating cards and menu signs, and built over-sized props. Things moved slowly at first, but I was able to operate “in the black” from the beginning and as business picked up, I eventually had so many supplies that I rented a storage space to house everything.

As the years passed and I was able to get clients to trust me, I was able to expand the level of projects I was creating. What started as designing and creating simple centerpieces for budget weddings and Bar Mitzvahs, became large scale events that required more vision and bigger budgets. At this point in my business, I have a workshop and showroom space in Northridge, a team of talented freelancers who range from furniture builders, specialty crafts, floral designers, and graphic designers and a list of incredible clients who trust me with their visions for their special events- whether large corporate or award shows, extravagant Bar Mitzvahs or simple, yet tasteful weddings. I’m driven not only by the creativity & artistry that I get to express but also by the fact that I am entrusted in helping to create a memory that will live on for a lifetime.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Is there such a thing as a “smooth road” in business? 😉 The biggest struggle initially in my business was how to prove that I could do what I said I could do. Sure, I had a love of design and a talent for floral arranging, but it was difficult to get someone to spend a lot of money for me to prove that I could. It was a slow climb to be able to scale my business to where it is now.

Currently, the biggest struggle that I face is how to delegate and best use my time as the Owner and Creative Director. Even after 16 years, there is only one “me”, so finding the right team and support has been paramount so that I can focus on meeting clients and creating the designs and proposals.

Alright – so let’s talk business. Tell us about Soirée L.A. – what should we know?
Soirée L.A. is an event design and decor company, specializing in weddings, Bar Mitzvahs, and corporate events. Think of us as the Interior Designer for a party! We create a cohesive design for each event utilizing color palette, spacial layout, linen, furniture, dance floor and tabletop needs, floral arrangements, centerpieces, lighting, custom props, event logos & seating cards, and so much more. I am most proud that we have such a high repeat and referral clientele base- it means so much to me that my original mission statement (of being so good that most everyone referred us to their friends and/or hired us again) has prevailed!

I think my passion for making sure that we’re not only creating a beautiful event space but that we become a memorable and sentimental part of a family’s life is what sets me apart from others. We had an experience not long ago, where we designed and decorated an event for a client who ended up passing away just days after the party. Our client knew she was going to die and she took in every second of that party- she noticed every detail, and she enjoyed every precious second. My whole team and I had tears throughout the evening, knowing this would probably be the last party she ever attended, but how full of gratitude she was. To have been a small part of that, and to leave her remaining family with these beautiful memories is absolutely priceless…

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
The list is long, but primarily the support credit goes to my husband, Charles, who not only supported and sacrificed the time and money it took for me to work this business, but who also jumped in and was “forced” to build many a centerpiece or over-sized prop! My parents, who live nearby are always so encouraging of everything I do…I know I’m their daughter, but I also think they are genuine fans of my work. And of course, I could not do any of this without my team of people….some work with me on and off for many years and some are more short-lived, but some of these names have been my absolute rocks on which I stand everyday: Karen, Laurel, Angelique, Lisa, Yana, Nora, Buckley, my brother Bill and my sister Tricia, to name just a few. These people are genuine ROCK STARS.

Pricing:

• Custom Design is always custom pricing, but we have a $5000 minimum to ensure that we can provide a design that does justice to your special event!

Contact Info:

• Website: www.SoireeLA.com
• Phone: 818-256-6848
• Email: jennifer@soireela.com
• Instagram: @soiree.la
• Facebook: https://www.facebook.com/TheSoireeGirls/

Image Credit:
Kathy Schuh Photography (Both photos)

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