• Amira Fleming

The (Re)Launch of the FTSL Journey

They say a change is as good as holiday so surely a rebrand for a Wedding Planner is a complete honeymoon. I’m glad to say that, for the most part, it has been.

When I started For Thy Sweet Love just two short years ago, I was full of hopes and dreams of fulfilling the hopes and dreams of others. I’m very gratified and grateful to be able to say that that has been the case, as well as being a magnificent privilege. My journey has also presented me with many challenges, which in turn created opportunities for tremendous learning and growth. Experience truly is the greatest teacher.

One of the first lessons in business, as in life, is that no great thing is ever achieved alone. Indeed, my entire business is built on collaborations with other people – from the Bride & Groom to create their vision of a perfect wedding, through to the vendors and service providers who collectively enable me to realise that dream.

It is fair to say that each of these encounters has played a role in shaping my business – some have become shining examples, others terrible warnings, all valuable and educational. My network and knowledge have exponentially grown in direct proportion to each other and I arrived at the point where I had simply outgrown my humble beginnings. It was time to go into a metaphorical cocoon.

This ‘cocooning’ involved taking a good look at my business - revisiting and reworking my vision and values to ensure they reflected who I have become as a Wedding Planner and how I still intend to evolve. To this end, I engaged the services of Daniel Mostyn of DMA branding and art direction agency to help me design my proverbial wings.

The fun part came in doing what I do best – planning a wedding! Although I have infinite versions of what a perfect wedding might look like in my head, I had to whittle it down to one to bring together a "dream" wedding to showcase my service. The greatest joy was assembling some of my favourite vendors and service providers with whom I’ve had the pleasure of working with over the last couple of years.

We convened at the perfectly picturesque Burnham Grove Estate where our gracious host, Donna McIntosh, gave us full run of the gorgeous grounds including the almost too-luxe-to-believe homestead and marquee.

Venece Floridis from Divine Events worked her magic in styling our venue and arranging our stunning florals. I’ve worked with the team from Divine Events since day one because every single one of my couples has been absolutely thrilled with their attention to detail and creative flair. I’ve always found them to be professional, organised, extremely reliable, and an absolute pleasure to work with. Our table setting was complemented by the highest quality letterpress stationery created by wonder woman Alex Power of Terrace Press.

With the stage set, it was time for our bride and groom. The impossibly gorgeous Eliza Avery was made even more exquisite by hair and make-up genius Simona Janek before slipping into her perfectly tailored gown by Emerald Bridal. We even had Sandra Lin who owns the salon on hand to make sure the spectacular gown fit Eliza like a glove. Our devilishly handsome groom, Jared, was every bit as stylish in his bespoke Institchu suit.

Of course no wedding in complete without a sumptuous meal and ours was no exception (even if it was shot the following day in a studio). Trading as Butchers Daughter, Bridget Ditte creates feasts for the eyes as much as the taste buds. Every morsel of food she produces oozes love and care.

And let’s not forget the sweet treats! Our dream wedding was topped off with a real cake made with great passion and artistry by Cathy and Glenn - the dynamic duo behind Cake Arcade. Our guests were even sent home with party favours by Zacari Food Co. who made us the sweetest wedding cookies (pun intended).

From this chrysalis experience, For Thy Sweet Love has re-emerged ready, willing and able to fulfil even more hopes and dreams than ever before – our own included! I invite you to check out our new website at and let us know what you think.

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