top of page
logo.png
  • Facebook
  • Instagram
  • TikTok
  • Youtube

E151: Wedcon Speaker Spotlight: Michelle Jacobs - Destination Weddings & Defining Your Niche [The WedPro Podcast]

Updated: Jul 28

In this episode, we’re tackling the big question: how can you grow a successful wedding planning business without sacrificing your wellbeing? The simple answer is that you need to focus on sustainable systems and strategic self‑investment. Roxy and Katie share their expert advice on how to leverage your life experience to define a profitable niche, outsource and fill skill gaps with the right team members, and carve out dedicated CEO time to work on the business—giving you a clear plan to scale confidently without burning out.



Episode Highlights


In this episode, you will learn:

  • Michelle Jacobs’s journey from corporate market researcher to luxury destination wedding planner in her fifties.

  • How to leverage transferable skills and life experience to overcome imposter syndrome and build confidence.

  • The power of saying “yes” to opportunities—put on your “big girls’ knickers” and take imperfect action.

  • Strategies for defining and owning your niche, exemplified by Michelle’s success in Jewish destination weddings across Europe.

  • Tips for avoiding burnout: outsourcing tasks, investing in your team, and blocking out CEO time (Business Day Mondays).

  • The mantra “Done is better than perfect” to help you publish, promote, and push your business forward authentically.

  • Embracing a community‑over‑competition mindset to elevate the wedding industry together.


Resources Mentioned



Full Episode Transcript

Roxy: Welcome to the Wed Pro Podcast, the podcast for wed pros, no matter their stage. We are your host, Katie and Roxy, and this is the Wed Pro Podcast.

Roxy: Right. Grab your cup or your Prosecco or turn the volume up if you are on your dog walk. I know some of you listen whilst doing that because today's episode is gonna fire you up in the best way possible. We are back with another WedCon 2025 speaker episode, chatting to some of our brilliant minds who will be live on stage this November and today you are all in for a tree.

Roxy: I'm joined by the incredible Michelle Jacobs. Luxury wedding planner, international speaker and founder of Elegant by Michelle J, is that correct? Welcome.

Michelle: Thank you. Thank you. I'm excited to be here and particularly excited to be taken to the stage at WebCom this year.

Roxy: So for those of you who are listening and following along that doesn't know about Michelle, you are gonna become obsessed. She's built an incredibly successful destination wedding business. She's one of the most respected names in the game, and she's not as afraid to speak honestly about what it really takes to work at a high level and stay sane whilst doing it. She's also gonna be taking you to the stage at WedCon 2025, and her session is one I cannot wait for. It's all about growing your business without burning yourself out. So Michelle, welcome to the show. Very excited to have you here.

Michelle: Thank you. Thank you. I'm excited to be here and particularly excited to be taken to the stage at WebCom this year.

Roxy: Ah, well this brings me on to my question I was about to ask you. How are you feeling about, wed con you are gonna be one of our keynote speakers this year. How's it feeling? How's the planning going for that?

Michelle: So I think I love, as somebody who started my business fairly later in life, I'm a bit of a, a, a champion for saying it's never too late to follow your dreams, take something that was a hobby and turn it into a business. I'm a testament to that. Along the way I feel like I've learned so many lessons. I'm always more than happy to share them with others in the industry, particularly those who may be at an earlier stage in their business journey or people who have been working in the business for, for quite some time, but may feel that in certain aspects they may have lost their way and just need somebody to point them in the right direction.

Roxy: Yeah. So I'm quite excited to meet all of your delegates, talk to them on the stage, and then chat to them between sessions just generally and just get to know people. It's such a good day, and for anyone listening who has not been to WedCon before, it is the wedding Business event of the year. It's happening on the 26th of November at the beautiful Heco in Shrewsbury. It's a full day of high energy talks, workshops, inspiration, strategy, connection, and honestly transformation people that go to this event and you know take away lots of things and implement in their business, like it can change lives. We have got, honestly, the best speakers in the business and we've got an incredible venue as well, and we've got a room full of people who just get it and know what it's like to run a business. And I think that's like for us, community connection, sharing the knowledge is what it is all about. So tickets to selling mega first. So if you are, if you are listen and thinking, oh, I could do with a bit of this, this is your sign. Head over to www.wecon.co uk and get yourselves there, right?

Roxy: Let's jump in to this conversation. So let's start at the beginning with you, Michelle, because this wasn't your first career, was it? What did life look like before weddings and what made you take the leap into this industry?

Michelle: Oh, so I always say I'm, I'm, I'm one of the oldest in the wedding industry. I am now into my sixties and started my wedding business about 12, 13 years ago. So in my fifties, which compared to others in the industry who were starting up at the time felt like I was, you know, was I a bit late to the game had I missed the boat? What I've learned over the years, and the reality is that my whole life has been a journey and everything that I've done in the past has played into what I do now, everything that you do, is it, you know, to coin that sort of well‑oiled phrase, transferable skills, it is so true. And life experience helps you to build your confidence, the avoidance of imposter syndrome, the belief in yourself.

Michelle: So I started out life back in the eighties working in London for a market research company straight out of university, very different times. You know, we didn't have the internet, we didn't even have computers. When I look back, I feel like, you know, I come from a historical period, but it's certainly, things have changed so much, haven't they? Things have changed so much and so quickly. And the thing is, having had to learn that meant that actually learning new skills when I started this business was something that I'd always had to do in my life.

Michelle: So I, I worked in, in the market research industry, had quite a successful career, worked my way up the career ladder, and then in my early thirties, I started my family. I have three now grown up children. And at that point I removed myself from that world and started to work with my husband in his business. He was growing a retail business with franchises and the like, and so I was very much more of a backseat person supporting him, but it worked because it enabled me to give my time to my family. And then as they grew up, flew the nest and I had more time to devote to myself, it was time to think about what could I do for me?

Michelle: And I'd always been a bit of an event hobbyist, and I know we've all had that, you know, a bride who says, I mean, we had one just recently a bride who says, oh, I've really loved this experience, once the wedding's over I'd like to become a wedding planner. And, you know, you think, well, hold on a minute, I’ve planned your wedding. But what I did and what really I think really helped was I spoke to a caterer that I had worked with over the years on things like charity events and things like that, and he just said to me, come and work for me. And I worked for him for several years in‑house as like an event coordinator, and it was the best thing I could ever have done because it taught me what it was like to run a wedding back of house, not be the guest at my own event, but actually be the person running it back of house. Coordinating with all the suppliers, learning all the things that go on behind the scenes that you as a host or your guests never see—how to juggle multiple events all at one time, working for different clients.

Michelle: And it was from there that I then started to take on private clients who were looking for more of a luxury experience and ultimately took the decision—which I'm sure many in the room at Web Con will have done the same—to actually leave that role and set up on my own. Scary experience. But I had started already to build up a little bit of a reputation. And then I got asked to do—this is going back to 2013—to plan a wedding for a couple who weren't sure whether they wanted to get married in Italy or in the UK. They had a holiday home in Italy, so there was some connection.

Michelle: And stupidly at the time I went, oh, I don't know if I can do Italy. I don't have any contacts there. I don't speak the language, I dunno the suppliers. So I actually let it go when they decided to get married in Italy, but they came back to me. I always leave the door open. You never ever know, just because somebody turns you down, it doesn't necessarily mean that the solution that they choose is the right one for them.

Michelle: That first wedding came back to me. I was a little bit apprehensive about working with suppliers who maybe had relationships with local wedding planners, didn't necessarily speak the language. But I quickly learned how to navigate that and I've never really looked back. I worked really, really hard to build those relationships and maintain those relationships throughout Europe. And thankfully have now established a reputation.

Roxy: Do you think that that gave you an advantage when it came to building your own business?

Michelle: Yeah, I think so. I mean, I think one of the things that I said was that, you know, I worried that I'd sort of left it too late. And can you imagine if I'd started this 20 years ago, but I don't think I would have built the same business, ’cause I think my life skills have helped me progress my business quite quickly, but also have the confidence— all those things that you learn about networking, about sales, about technology. They all come with you. And I think I learned that elsewhere. I'd have had to learn it in this role.

Michelle: Also just about having the confidence. I talk often about putting my big girls’ knickers on and we all find ourselves in situations that feel overwhelming, that are quite scary. But I always say the reality is once you actually do whatever that scary thing is, nothing’s ever quite as bad as you have imagined it. You’ve just got to put your big girls’ knickers on and get on with it, and it’s been a mantra of mine for quite a few years now, and I think that’s what’s helped me get to where I am, because I don’t say no to anything. I won’t put myself in a situation where I’m winging it. So if I’m asked to do something that isn’t in my skillset, I'll just bring somebody in who does have that skillset to help me deliver that.

Roxy: No, I always find actually that growth comes from that place of a little bit uncomfortable. My mind always likes to keep me like super duper safe and it’s like, say no, say no, say no. And I know we overreact, so like, but I feel a little bit like you, whereas my life journey, I don’t think I would be the business woman I am today if I’d not been through all of the different things that have gone on in life because it shapes you to be the person that you are today. And I have definitely seen myself grow 10 times quicker by putting, by saying yes to things.

Michelle: I don’t think my life journey has helped me progress quite my business quite quickly, but also have the confidence— all those things that you learn about networking, about sales, about technology. They all come with you.

Michelle: I always say now I wouldn’t be employable because I’m used to being my own boss.

Roxy: And the lesson I learned, if it’s something that I don't know, get somebody to help you, coach you, train you. Just, you know, the first time I got up on a stage I probably mumbled all over my words, forgot what I was saying, got a little bit overwhelmed by all, but it probably felt worse to you than actually the way it was perceived, right?

Michelle: Yes. And maybe it felt more authentic because of that. But I’ve always believed in improving yourself and speaking to the right people, listening to the right people, coaching, training—anything to learn. I’m a bit of an absorb‑it‑all because, you know, we don’t all carry those skills within us. It’s learned for all of us. It’s just taking the steps to learn it in the right places and being open to learning and gaining new knowledge.

Roxy: Right. I want us to go back a little bit to that wedding that you turned down. I really loved this story. That first ever destination wedding —you said no to it first, right?

Michelle: Yeah. So talk to me about that. Why?

Michelle: So they came to me. They were a London‑based couple—it was a second marriage for him and a first marriage for her. They had a holiday home in Tuscany, so Italy meant something to them, but they also loved the idea of getting married in the UK countryside. Back in 2013, destination weddings weren’t such a big thing, so they were hesitant about asking guests to hop on a plane to celebrate.

Michelle: We began by scouting UK venues and were very close to booking one when they decided to fly to Italy for venue viewings. They found their dream venue—a beautiful hotel outside Florence—and came back to say, “We want to do it there.” At that point I panicked: I didn’t have Italian contacts, I didn’t speak the language, and I thought the local planner could handle it better. So I encouraged them to work with a local planner, and they did—only to hit major friction over indecision and miscommunications.

Michelle: They returned to me and asked if I could still step in. By then they’d locked in the venue and some suppliers, which was nerve‑wracking, but I rolled up my sleeves. I flew to Italy with them, built relationships with venues and vendors, and delivered a seamless, multi‑day celebration for 120 guests. That wedding became my springboard—guests of that event booked me for other celebrations, and word spread.

Roxy: At that point, did you realise you’d found your niche?

Michelle: Absolutely. I discovered my superpower was destination wedding logistics—coordinating multi‑day events, welcome parties, transfers, entertainment—and I loved it. I laser‑focused my business on European destination weddings, especially luxury and Jewish celebrations, which made me very niche but in demand.

Roxy: It feels right, doesn’t it?

Michelle: It does. It’s where my passion and skills intersect. My business now thrives because I own that niche.

Roxy: Earlier you mentioned “putting on your big girls’ knickers.” Where did that mantra come from?

Michelle: I wasn’t always confident. I was shy, skipped networking events, and battled FOMO when I saw peers on Instagram having fun. Eventually I decided: whenever I feel fear creeping in, I literally tell myself, “Put your big girls’ knickers on” and walk into the room. Nine times out of ten, I end up being the last person to leave, forging valuable connections.

Roxy: I can totally relate. I had a severe stammer growing up—I couldn’t even order chips and gravy. My confidence was shot until I forced myself into uncomfortable speaking situations again and again. One day, the stammer just vanished.

Michelle: That’s imperfect action in a nutshell. A trainer once told me, “Done is better than perfect.” Whether it’s a blog post or a client email, publish it, learn from the feedback, and iterate.

Roxy: We call that CEO time—blocking out diary slots to work on the business, not in it.

Michelle: Exactly. I reserve Monday as Business Day Monday—no client work, just strategy, marketing, and systems. Without that dedicated space, you never actually grow, and you end up at the end of the season with no new bookings.

Roxy: That single change—blocking out CEO time—can break the burnout cycle.

Michelle: And pairing that with community‑over‑competition makes us stronger as an industry. Collaboration elevates us all.

Roxy: Michelle, I could talk to you all day. You always leave us feeling calmer and clearer. Thank you for sharing your journey so candidly.

Michelle: Thank you for having me—it’s been a joy.

Roxy: For everyone listening: Michelle’s session at We Con 2025 is non‑negotiable. Grab your tickets for 26 November at The HEC, Shrewsbury, via wecon.co.uk. Bring a business bestie—or email the team, and we’ll match you with a fellow attendee. This day will change your mindset and your business trajectory.

Michelle: You can find me on Instagram at @elegantebymichellej or visit elegantebymichellej.com.

Roxy: Don’t forget to follow and share this episode with someone who needs a confidence boost.



Enjoyed this episode? Let us help you grow your business.

At The Wedding Business Hub, we provide the coaching, community, and resources you need to build a profitable and sustainable wedding business.


 
 
bottom of page