Today we’d like to introduce you to Nicole Arena.
Nicole, can you briefly walk us through your story – how you started and how you got to where you are today.
I moved from NY to LA around 14 years ago. At the time, I was working in fashion buying and merchandising in the luxury market. Once in LA, I worked for Juicy Couture, which was pretty popular at the time and I stayed there for about three years.
The recession was starting to cause layoffs and I began thinking about the next steps. I turned my attention to the event world since I thought it would be a good blend of my love for aesthetics, as well as my business skills. When I was laid off I researched the event industry and I knew my best friend knew a very popular planner, Mindy Weiss. I set out to meet her and once I did, she asked if I could be an extra set of hands on a big event. I kept showing up until I was hired. I was there for two years before I started my company, Green Ribbon Parties. That was eight years ago.
I have planned close 175 events at over 110 unique venues at this point. And due to that experience, I started another company, The Social Arena, a curated marketplace and event booking platform for people looking to find private spaces for social and corporate events.
We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
I wouldn’t call it bumpy, but there are always lessons to be learned.
There is a huge interpersonal component in planning events. I get very involved in the lives of my clients and sometimes act as a de-facto therapist, which is something I didn’t anticipate but do not mind.
I have been lucky enough to have many wonderful clients, many of whom are now dear friends, and people I never would have met without the event world connecting us.
The challenge is working with many different types of people with various communication styles, but it is my job to find a way to engage with them as best I can.
And for weddings specifically, many people have preconceived ideas about the industry based on the many articles that get written. So, there is a lot of education that has to go on about pricing, etc. so people can get what they want and understand the value of where their money is going so they feel comfortable.
So, as you know, we’re impressed with Green Ribbon Parties and The Social Arena – tell our readers more, for example, what you’re most proud of and what sets you apart from others.
Under Green Ribbon Parties, I plan mostly weddings, but also do small social and brand events. I love a timeless event, not too trendy, but still of-the-moment.
I am also known for my use of color – I adore a brightly colored wedding!
And for The Social Arena, the curation piece is key. I have been enjoying seeking out new and interesting restaurants for the site and getting to know all of the untapped spaces that could use some more exposure. There are so many places that people tend to forget about and they are right under our noses- perfect for so many events!
Often it feels as if the media, by and large, is only focused on the obstacles faced by women, but we feel it’s important to also look for the opportunities. In your view, are there opportunities that you see that women are particularly well positioned for?
I think it is such a positive time for women. When I started in business years ago, I was constantly looking for panels and networking events – anywhere I could get some tips on being an entrepreneur.
Now, there are so many resources – places like The Wing and The Allbright, conferences like Create & Cultivate, podcasts like Second Life and L.A. Woman – I am loving all of the women sharing their stories and wanting to connect.
I think it is a great time to attend events or join one of these clubs/spaces and just try and meet people. I think women tend to seek connection and all you have to do is ask for a coffee date and see how you can help one another. There are opportunities everywhere if you keep your eyes open.
Contact Info:
- Website: www.greenribbonparties.com and www.socialarena.co
- Phone: 3108835397
- Email: [email protected] and [email protected]
- Instagram: @greenribbonparties and @thesocialarena
- Facebook: https://www.facebook.com/greenribbonparties/ and https://www.facebook.com/thesocialarenaco/
Image Credit:
Raya Carlisle for personal photo and Annie McElwain for details photo. Also, credit Moon Canyon as florist.
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