Can anyone else believe it is February of 2026… as I sit here at my desk, writing once again without ChatGPT (I know, who even am I?) I’m sitting at the intersection of “I feel so energized by the incredible work and clients I get to serve” and “wow, I feel totally burned out.”
This moment has forced me to reflect on where AVE has been, and where it’s heading next.
Let me take a step back so that I can bring you up to speed with all things Alex Victtoria Events. After four and a half years of business, I had the opportunity to reconnect with not only an old boss, but also someone who whole heartedly supported my decision to start my business back in 2021. At the time, I was so jaded and burnt out from Covid I wasn’t completely sure where I stood with this person… but after meeting with them this week the conversation enriched my thoughts around not only the current climate our country is in, but also where I’m at as a business owner after several years of deep formation.I know, the conundrum.
To have such a candid conversation reminded me of the last four years where, frankly, I haven’t been able to have as many as I would like because I, myself, AM a small business owner. I have to protect what is truly my baby. My heart and soul. My life that also happens to be my passion. I do not and have never taken that for granted. I get to work with incredibly talented people, vendors, clients, and bring people’s amazing (albeit, sometimes wildly crazy) ideas to reality. That is no small feat, and I’m eternally grateful that I was able to weave together my degree in art, love for design, and a family legacy of entrepreneurship into one beautifully aligned path.
Four and a half years ago, I took a chance on myself. I had no funders, no business loan, honestly, I barely knew what to do to start an LLC. But, every single day, I took one step forward and then another until ultimately this passion and drive blossomed into something very real and deeply connected to the community I love to serve. I took a chance on myself and others leaned in – which I may never know why those first few folks trusted me, but I can tell you I will never forget their names or how they took a chance on me.
Fast forward to 2025… I decided to take a huge step forward and made a… well as my financial advisor put it ‘risky’ decision to hire my first full-time employee. I had been steadily flowing with multiple clients year in and year out, but I was feeling stagnant. I alone could only do so much… I mean imagine being the sole event planner/logistical manager/vendor contact/accountant/coat hanger/marketing director and the list goes on and on. I survived with contractors for a few years but as is human nature only 10 hours a week isn’t anything to be deeply passionate and care so much it hurts about type of work. And then came Lily. At first, I tried to be insanely professional… I remember telling one of my best friends who happens to be HR for a (massive) company and she looked me dead in the eyes and said something to the effect of “It’s your company. If you want to be candid and have a fun, but I’m still your boss relationship with your employee, you can. You get to create your culture.” She changed my life that day… and I honestly don’t know if I ever properly thanked her. You know who you are… thank you.
Having an FTE who not only had a degree in event planning and hospitality (yes, that’s a degree now!) but a deep passion for weddings and events changed my life in a very different way. For the first time in over four years, I was able to step back and see clearly for the first time what I had been building.
Slowly but surely, deep in the background but also front and center, the sleepless nights of ‘will I be able to make payroll this month?’ or ‘damnit, did I forget to add that vendors updated contact to the final email?’… all of the deep, important work, and building relationships for the last four years came to a head. In the best way possible.
Being able to take myself out of the every. single. daily. task. was the most freeing I had felt since starting my business. And after nearly nine months of working together, we are incredibly in sync. Lily knows just about everything happening in the business. I made it that way from day one and it was very intentional.
I am not a boss who hides things. While that approach may evolve as we continue to grow, it has allowed us to build real trust. She often finishes my sentences, and we challenge each other daily. That kind of leadership from me and true partnership from her in our work dynamic is exactly what my business needs in this season.
When I worked for a major publishing company back in Little Rock, my boss (and still to this day mentor, when I’m able to snag some of his time) taught me the value of true leadership and letting your employees lead in their own way. He taught me about budgets and managing a business as if he knew I’d be owning my own one day… maybe he had some insight that I didn’t or maybe he just knew that I was incapable of working for just ‘one person’ and feeling fulfilled. Either way… that dynamic of him making me feel ‘equal’ (even though in NO way were we equals) gave me the confidence to build on my own leadership skills and instill firm values for where I stand in my business and personal life.
That may seem off base or far-fetched, but I promise I’m getting to my very long-winded point. Business is not a linear path. Nothing in this world truly is. We may think we know exactly where we’re headed, and then suddenly something shifts and takes us in an entirely new direction. That’s where I found myself nearly 9 months ago and I’m so proud of how much growth and recalibration I’ve had in that time.
I’ve mentioned feeling extremely energized and burned out all at once. This is a dichotomy I’ve lived with for years as a business owner, but it feels more apparent now than ever. Many of my friends, collaborators, vendors, and clients over the last four years have known me in two very distinct roles: working closely with one major client, and building my own business, Alex Victtoria Events (AVE).
This new season of AVE feels magnetic.
Conversations are moving quickly, ideas are flowing, and the work feels deeply aligned in a way I haven’t experienced before. Making the difficult decision to let go created space. Space for clarity. Space for creativity. And space for the kind of work that reminds me why I started this business in the first place.
Because of that choice, we’re getting to step into rooms and projects that feel expansive and exciting. We’re hosting intimate client moments like our clients upcoming women’s Mahjong night, where connection and experience take center stage. We’re contributing to large-scale, impact-driven gatherings like the Consumer Impact Summit, where thoughtful planning and intention truly matter. And we’re saying yes to creative partnerships and concepts that challenge us in the best possible ways.
With more time, focus, and creative energy, we’re expanding how we serve our clients, meeting them at different stages of their events and businesses. That includes new design-only offerings, refined consulting support, and a few exciting additions we’re not quite ready to share just yet.
Embracing this new season of change while honoring the past.
What hasn’t changed is our commitment to thoughtful, intentional experiences. What has changed is our capacity to do more of the work we love, with the people we love working with. This season feels full of momentum, possibility, and purpose. And while there is more to come, I can confidently say this feels like the beginning of something really special.
And not to be a crazy sales lady, but if you are interested in learning more about our services or how we can help bring your vision to life, simply fill out our contact form. We can’t wait to hear from you.
