LUSTRE THEORY, EXPERT WED- DESIGN
When it comes to crafting unforgettable weddings, few names shine as brightly as Kristin Shockley founder of Lustre Theory. Renowned for her exquisite taste and unwavering attention to detail, she transforms dreams into breathtaking realities.
With an eye for elegance and a passion for perfection, Kristin elevates each celebration into a curated masterpiece, leaving no element untouched. From intimate garden vows to grand ballroom receptions, her signature touch turns moments into magic.
In this Q&A with Kristin Shockley learn about her role as a designer wedding, her creative process and favourite styles that are trending in wedding décor.
1. Can you share how you started working in styling and designing events?
I have always been drawn to art and have talents in that world. I paint and draw and have taken many fine art classes in my life. I went to college for Graphic Design because at that time it was a “safe” but still artistic option to find a job after college. I worked in the corporate world for 15 years and ended up moving more into marketing director roles. But it just wasn’t doing it for me from a creative side. I knew I had so much more to offer.
While I was working full time, I did some freelance graphic design work and one of my clients ran a large bridal show. That opened the world of events to me. In 2017 I was still working full time but decided to try and start an event design business. That was the side of events that interested me the most.
I knew I wanted to work all over the world. I had a very elevated and large vision for it. I started building my brand while working full time and finally left my 9-5 in 2021.
But because of my background in marketing and branding I quickly started doing commercial work as well. Creating campaigns and unique content work for brands connected to the event industry and outside of it. I also work heavily with fashion and different designers. Today my company does a mix of brand projects along with event design work. I will take on maybe 4-5 events a year. This has to do with the level of attention I give to each one and what I can handle with my commercial work schedule.
Photo by David Abel
2. What is the difference between a wedding planner and a wedding designer/stylist?
An event designer is the creative director. An individual who specializes in design and details. They will work with a client to develop a unified visual plan for their event and make sure it’s executed correctly with the rest of the event team and vendors.
They will work with your floral designer, table settings, lighting, source unique prop elements while understanding how those visual elements work and interact with your venue, right down to the smallest embellishments. We are the visual masters.
The event designer oversees all things that can affect what an event will look like and the overall aesthetics. We help set the visual tone based on what the client has envisioned or what they have come to us to envision for them.
Event planners are the overall project managers. They are amazing members of the wedding and event industry who help develop a budget, create a timeline, manage vendor contracts, organize travel requirements, set up seating charts and much more. Everything they do is aimed at making an event as stress free, and seamless as possible.
They are the masters of logistics! They have their eyes on the event as a whole. While I’m laser focused on the design aspects.
There are some gray areas here and there can be overlaps depending on the level of event management and what the planner specializes in. Some planners focus more on the logistical side of things, and some do offer design services and specialize in higher level design work. Deciding what is right for you and your event depends on the type of team you want and the specialties each business can offer. It comes down to who you want to work with and why.
If I’m hired for design, what I create must work with the client’s budget. Their planner will make sure that happens. Communication and cooperation are key between myself and my client’s planner. Our overall goal is the same. To deliver an incredible experience for our clients and their guests.
Photo by Angela Elise
3. When a couple hires you to style and produce their wedding, do you coordinate all the vendors (Florist, rentals, etc) or do they have to have them lined-up?
If a client hires me for full-service event design I will always deal directly with and select the best aesthetic vendors: floral designer, tabletop rentals, linens, furniture, any visual fabrication elements that need to be custom built or created, and so on. I want the best options for the design and the best vendors that I know can execute the right vibe and style for my clients.
The planners I work with are always part of this vendor process because at the end of the day the client must have the budget to execute my designs. And any logistics during the setup and production for my designs must fit into the overall timeline for the day.
Left photo: David Abel, right photo: Theresa Kelly Studios
4. What do you need to know from the couple in order for you to design their wedding and how long in advance do you need to work to design their event?
Clients usually hire me 6 months to 1 year in advance. The first step, after we have determined I am a good fit for their event, is for me to understand what aspects of my work they have connected with and what inspiration and aesthetic they want for their event. We meet about all of that, and I look at everything they have already put together.
Budget does matters. I need to know how much flexibility I will have to pull and source décor. I could find the perfect candles from the other side of the world, but I don’t want to show my client an option unless it’s a real possibility for them. So, budget must be talked about right away. That conversation usually happens before they book me because they may have the budget to hire me but if they don’t have the budget to also handle the unique rentals, floral costs and other elements I need to do my job it will not make sense for them to bring me on.
Clients will always do what they feel is right for them and what they love. It just depends on what you want your day to look like. People have different priorities, and they value different things. At the end of the day, a wedding is about two people coming together who love each other and the people who love them. Is the world going to collapse because you don’t have the absolute best linen or flowers for your day? Of course not. But someone like me is here to help those who want to prioritize an inimitable design experience.
I also need to know their venue very early in the process. Guest count and how many events are involved. Is it just one day? Is it several events around the day? After I have this main information, I can begin pulling unified options together for everyone to look at.
5. Discuss the TOP trends for this year in Wedding Décor
I have never been one to really follow trends or honestly pay too much attention to them when I design. When I’m looking for inspiration, I go bigger and look outside of the wedding industry – fashion, interior design, I love product design, unique packaging and typography.
What I worry about is being unique and what that means within my work and for my clients. When a client comes to me, they don’t want what everyone else has done. They are coming to me for my perspective as a designer and artist.
It’s my job when a client shows me an idea that has made the rounds to say, “that’s nice but how can we push this idea forward for you?”
These are some elements I am seeing more of and will likely continue as trends…
Draping and Unique Fabric Details
Right now, I’m loving all the unique linen and fabric draping, pinning and ruching I’m seeing. People are playing with bunching and wrinkling and interesting fabric techniques on tables, backdrops and the whole reception space. I think that will continue to grow.
Silver Metals and Colouring
Silver is having a moment right now in fashion and tabletop décor. Overall, I’m seeing less gold and brass accents. You can bring it in with table flatware, unique vessels and bowls. Also, in your wedding day fashion and accessories.
Photography David Abel
Swans
These beautiful birds are making appearance in table décor props, stationery designs, fashion, event food and more.
Photography David Abel
More Color
I have always designed with colour. But it’s exciting to see more of it on wedding tables and in floral designs. Red has been trending now for a few years but I’m seeing even more of it. There will always be clients that want white but adding more color to your wedding can have such an amazing impact. Color brings joy and interest to any design. It can tell a story and evoke emotion.
Photo by Angela Elise Photography
Photo by David Abel
ABOUT KRISTIN SHOCKLEY
Creative director, stylist, content creator that focuses on incredibly detailed and intentional work for upscale commercial styling, editorial production, and the private event world. She helps brands and clients outside of the wedding industry and within.
Kristin started her own company, Lustre Theory, to offer elite styling for décor, fashion, publication and event design. Making Lustre Theory a go-to resource for those needing an unmatched, elevated and highly curated vision. Creating breathtaking never-before-seen décor and design, with the best creative teams brought together for each client.
