Lakeland Vows: Behind the Veil
Samantha, owner OF SJ Events
Tell us about yourself, where you are from, and how your background or hometown has shaped who you are today.
I'm originally from Upstate New York and grew up in a big Latin family where there was never a shortage of love, laughter, or reasons to celebrate. My parents' house was always *the* house where everyone gathered. Birthdays, holidays, random Sunday dinners—you could always count on family filling the house.
My mom had such a gift for hosting. She paid attention to every little detail and made sure every celebration felt special. More than anything, she wanted our home to be a place where everyone felt welcomed, loved, and excited to gather. Looking back now, I realize I was learning about hospitality, creating experiences, and making people feel cared for long before I ever knew event planning would become my career.
In 2018, my parents made the decision to move to Florida. My dad had always dreamed of getting back to warmer weather, and when they finally made the move, I remember saying, "No worries...I'll meet you there!" A few months later, I packed up my life and made the move to Central Florida myself.
Of course, leaving home was bittersweet, but the moment I arrived, something just felt right. Winter Haven and Lakeland reminded me so much of where I grew up. The people are welcoming, the community feels close-knit, and there is such a strong sense of family. It felt like home almost instantly—just with palm trees and much warmer weather!
Those experiences have shaped so much of who I am today. They taught me that life's biggest moments aren't just about beautiful decorations or perfectly planned timelines—they're about bringing people together, making them feel cared for, and creating memories they'll never forget.
That's exactly why I love what I do. Every wedding or event I plan is my chance to help another family create the same feeling I grew up with—a place where people feel welcomed, celebrated, and surrounded by love. To me, that's what it's all about.
What inspired you to pursue this career?
My journey into the wedding industry actually started with my own wedding.
In 2018, my husband and I were planning our wedding while living in two different states—I had already moved to Florida, and he was still in New York. We planned a 250-person wedding in less than three months, which was by far the biggest event I had ever taken on. It was definitely stressful at times, but I absolutely loved every second of it. Looking back, I never imagined that planning my own wedding would completely change the direction of my life.
At the time, I was working as an insurance agent. I wasn't looking for a career change—I was simply curious to see if I would enjoy working in the wedding industry. I reached out to a few local venues and was offered an assistant wedding planning position at a small all-inclusive venue in Winter Haven.
I'll never forget my very first day. I was sitting in a closet size office space, responding to wedding inquiries using a simple email template, and I remember thinking, "I love this!" It sounds funny because all I was doing was answering emails, but I knew I had found something that genuinely excited me.
From that moment on, I decided I was going to do whatever it took to see how far I could go. I left the security of my full-time job as an insurance agent to chase what was, at the time, just a part-time dream. I completely immersed myself in the wedding world. I shadowed DJs, photographers, florists, caterers—anyone who would let me learn, I was there. I wanted to understand every part of a wedding day so I could become the best planner possible.
That journey eventually led me to become the venue manager of one of Central Florida's well-known wedding venues. It was an incredible opportunity that taught me so much, but in 2022, the owners decided to sell the venue. Looking back, I truly believe it was God's perfect timing. Around that same time, I was preparing to welcome my twins into the world.
Becoming a mom gave me a new perspective on life. It reminded me how precious time is and how important it is to pursue the dreams God has placed on your heart. That's when I finally took the leap and built SJ Events into what it is today.
I truly believe I found the career I was meant to have, and I feel incredibly grateful that I get to help couples create memories they'll cherish for the rest of their lives.
How would you describe your style or approach, and what sets you apart from other professionals in your field?
I would describe my approach as personal, intentional, and people-first. At the end of the day, my job isn't just to plan beautiful weddings—it's to take care of people.
One of the things that sets me apart is that I truly invest in my couples. I don't want to be just another vendor on their wedding day; I want to be someone they trust completely. From the moment they book with us, they're gaining a planning team that is genuinely devoted to them. We aren't trying to juggle multiple roles or simply check tasks off a list—we're there to advocate for our couples, solve problems before they even know they exist, and make sure they can be fully present throughout the entire experience.
I also believe the little details make the biggest impact. A beautiful tablescape is wonderful, but what guests remember is how they felt. Did they feel welcomed? Did the day flow effortlessly? Did the couple actually get to enjoy themselves? Those are the things that matter most to me.
My background as a venue manager has also given me a unique perspective. I've seen weddings from every angle and have worked alongside photographers, florists, DJs, caterers, and countless other vendors. That experience allows me to anticipate challenges, communicate effectively with vendor teams, and create timelines that actually work in real life—not just on paper.
Most importantly, I lead with heart. I treat every wedding as if it were for my own family because I know couples only get one chance to experience their wedding day. If I can take away their stress, give them peace of mind, and allow them to soak in every moment with the people they love, then I've done my job.
At SJ Events, we always say, "Invest in your peace." I truly believe that's what we're providing. We're not just planning a wedding—we're creating the space for our couples to be present, make memories, and enjoy one of the most important days of their lives.
Walk us through what couples can expect when working with you.
When couples work with SJ Events, they can expect more than just a planner—they gain a planning partner and an entire team that's genuinely invested in them.
From our first conversation, we take the time to get to know each couple, understand their vision, and guide them through every step of the planning process. As the wedding day approaches, we handle all of the behind-the-scenes logistics—from coordinating vendors and creating timelines to overseeing setup and managing the day's details.
On the wedding day, our biggest goal is simple: we want our couples to be fully present. While we're taking care of every detail, they get to spend their day celebrating with the people they love. That's what we're truly passionate about—giving our couples peace of mind so they can focus on making memories they'll cherish forever.
What is a common misconception couples have about your role or service?
One of the biggest misconceptions is that a wedding planner is only there to keep the day on schedule or decorate the venue.
In reality, we're so much more than that. We're your advocate, your problem-solver, your guide, and your biggest supporter throughout the planning process. Long before the wedding day, we're coordinating vendors, creating timelines, answering questions, managing logistics, and thinking through every "what if" so you don't have to.
On the wedding day, our job is to make sure you don't have a job. If we're doing our job well, you'll never know about the problems we solved behind the scenes—you'll simply remember how much fun you had celebrating with the people you love.
That's why I always tell couples they're not just investing in a planner—they're investing in peace of mind.
What advice would you give to couples who are just starting the wedding planning process?
My biggest piece of advice is to remember that your wedding is about the two of you. It's so easy to get caught up in everyone else's opinions, trends, and expectations, but at the end of the day, this is your celebration.
I also encourage couples to invest in a team they truly trust. Your vendors play a huge role in your experience, so choose people who genuinely care about you—not just your wedding day.
Most importantly, enjoy the process. You're only engaged once, and this season goes by so much faster than you think. Take time to celebrate the little milestones, soak it all in, and don't stress over the tiny details. Years from now, you won't remember every place setting—you'll remember how you felt and the memories you made together.
And of course, hire the planner! It truly is one of the best gifts you can give yourselves. Having someone you trust to guide you through the planning process and take care of everything on your wedding day allows you to be fully present and enjoy every moment. Investing in your peace of mind is always worth it.
What does your ideal client look like, and how do couples know if you're the right fit for them?
My ideal clients are couples who value the experience just as much as the details. They want to celebrate with the people they love, trust the professionals they've hired, and truly be present on their wedding day instead of worrying about what's happening behind the scenes.
I always tell couples that choosing a planner is a lot like choosing a friend—you should feel comfortable, understood, and completely at ease. If you're looking for someone who will genuinely care about your day, advocate for you, and treat your wedding as if it were their own, then we're probably a great fit.
At SJ Events, we don't just plan weddings—we build relationships. By the end of the planning process, our couples often feel more like family, and that's exactly how we like it.
What is a core value or life belief that influences the way you run your business?
One of the biggest values that influences both my life and my business is serving others with excellence and leading with heart.
I believe people will always remember how you made them feel. That's why I strive to make every couple feel seen, heard, and genuinely cared for throughout their planning journey. I never want anyone to feel like "just another client."
I also believe in giving everything I have to the people who trust me with one of the most important days of their lives. My faith has taught me to serve others with integrity, kindness, and humility, and those values are the foundation of how I run SJ Events every single day.
At the end of the day, success isn't measured by how many weddings we plan—it's measured by the impact we leave on the couples and families we have the privilege of serving.
What do you love to do when you're not working? Any hobbies or hidden talents your clients might be surprised to know about?
When I'm not working, my favorite place to be is at home with my husband and our twins. Family time is everything to me, whether we're exploring somewhere new or just enjoying a quiet day together.
I also love traveling, trying new restaurants, and tackling home projects. Decorating our home is one of my favorite hobbies—I love creating spaces that feel warm, welcoming, and beautiful.
Most people aren't surprised to learn that I can't turn off my planner brain! I genuinely enjoy organizing, finding creative solutions, and bringing ideas to life. It's something I love both in my business and at home.
Family, friends, pets- who or what is your biggest support system behind the scenes?
Without a doubt, my biggest support system is God, my husband, and our twins.
My faith keeps me grounded and reminds me to trust God's timing, especially during the busy seasons of life and business. My husband has been my biggest cheerleader from the very beginning. He's believed in me through every leap of faith, encouraged me to chase my dreams, and has stood beside me through every high and low.
Our twins are my biggest motivation. I started SJ Events when they were just seven months old, and now they're getting ready to turn four. They are my "why." They inspire me to keep growing, keep striving for excellence, and never settle. Failure has never felt like an option because I want them to see what hard work, perseverance, and faith can build.
One day, I want them to look at SJ Events and know that every late night, every wedding weekend, and every sacrifice was building something bigger than a business. I hope they'll see that Mommy followed the dream God placed on her heart, worked hard for it, and created something she was proud to leave behind.
Is there anything else that you'd like to share?
If there's one thing I'd want people to know about me, it's that this has never been just a job—it's truly my calling.
Every couple who trusts SJ Events becomes more than just a client. I genuinely care about their story, their families, and creating an experience that allows them to be fully present on one of the most important days of their lives.
At the end of the day, I don't want to be remembered for planning beautiful weddings. I want to be remembered for the way I made people feel—supported, cared for, and able to enjoy every moment. If I can give a couple peace of mind and memories they'll cherish forever, then I've accomplished exactly what I set out to do.
I'm incredibly grateful for every couple, every vendor, and every opportunity God has placed in my path. I truly believe the best is yet to come, and I can't wait to continue serving couples with my whole heart.