Design School: VEIL Event Designs

In a shabby-chic studio space on Chicago’s north side, beautiful events are born. We sat down with Casey Scherrer of VEIL Event Design to learn about the creative process and her goal of building a business to empower and inspire women to pursue their dreams.

Carsey Scherrer, owner of VEIL Event Design by Roots of Life Photography

Your business, VEIL Event Design, sounds amazing! Please tell us about your services and what clients can expect when they work with you to create their celebration.
Beautiful florals, creative and conceptual planning in color palette and linen selection, piping, draping, and creative installations, unique decor concepts, and light and furniture sourcing are just a few examples of the services we provide at VEIL Event Design, LLC. The planning process for any wedding or event should be just as memorable as the special day itself. Our goal is to make planning experience enjoyable from start to finish. I work with a team of talented designers who are passionate about the beauty flowers bring into our lives. Designing floral concepts that express the personalities of our clients and evoke heartfelt emotions on their wedding day is what brings us joy.

You started your career going in another direction. What is your background and what inspired you to start this business?
I’ve known for a long time that I’d be an entrepreneur in a creative field. I started out as a Montessori teacher where I was free to release my “right brain” into creative freedom. Much of the Montessori philosophy incorporates the exploration of the things that you find the most interesting. One year my class seemed interested in flowers as spring arrived so I brought freesia into my classroom and prepared the Montessori botany unit. I distinctly remember feeling overwhelmed with happiness the moment I cut the stems and placed them into the most precious, pastel-colored vase that complemented the bright yellow blooms. It was so symmetrical, and everything about it was just perfect. That was the exact moment I knew I had to learn more. I attended floral design school to learn about flowers, technique and styling, and almost immediately began designing wedding flowers over the summer and on weekends. The timing was just right with where I was in my life. It felt so good that I made the decision to invest my all into it, and I haven’t looked back.

In addition to creating special events, you share your knowledge and experience by teaching a series of classes in floral design. How can we enroll?
VEIL offers unique classes over the fall and winter for anyone who loves flowers and crafting. Our classes combine do-it-yourself projects with flower arranging and wine. It’s the epitome of all things that make me smile and feed my soul.

Some classes include seasonal craft projects such as Jack-o-Planters, Fall Harvest Centerpieces, and Fine Wine and Winter Floral. Others classes are more general but equally fun such as Roses and Rosé, Happy Hydrangea, and Flower Petal Art. We also host private events for girls night out, creative craft nights, birthdays, and team building parties. Along with the beautiful seasonal flowers, the classes incorporate fun and popular decor elements such as mason jars, birch bark, chalk boards, and picture frames depending on each project. All of the materials and flowers are provided and an instructor leads the class in step-by-step instructions for every project. Just like flowers, no two creative minds are the same so our classes encourage people to venture into creative freedom!

Once a week we offer instructional classes in the art of floral design at our beautiful studio. Courses run for 8 weeks and cover the most important techniques, styles and terminology in the floral industry as well as basic arranging techniques, pavés, bouquets and personals, modern designs and more. Students gain new knowledge and leave with a finished product from each class.

Enroll online at veileventdesign.com

You have an inspirational mission for this business that goes beyond what we might see on the surface. What is your plan to create opportunities for women and what motivates you in this goal?
I fell in love with entrepreneurship, mostly because it empowered me to pursue my dreams and gave me a reason to believe in myself. During my final year of teaching when I was working between 80 to 90 hours per week balancing the classroom and a new business, two friends of mine, Dana Cook and Sarah Moshman, went on tour with their Emmy Award winning documentary The Empowerment Project. Feeling personally connected to the message of the film, I decided to host a screening in Evanston and promoted it to women from the area. The film asks, “What would you do if you weren’t afraid to fail?” and features women around the country pursuing the careers of their dreams. I was inspired to do more with my business and use it as a platform to empower other women.

My own journey of self-value, empowerment, inspiration and love is where the name VEIL comes from. I think women, now more than ever, are learning that their dreams are attainable. I was blessed with parents who showed me and my brother endless love and support. That sort of guidance is where my passion, work ethic and drive stem from. My program will provide training in floral and event design, mentoring in a safe and empowering space, and help women in need develop professional skills such as budgeting, resume writing and interviewing. With appropriate training, women from the VEIL program will work in teams to provide consulting, design guidance, and complete beginning to end planning, production, and execution of beautiful designs for some of my clients. As a former teacher, I feel the need to provide a safe learning space for women who might have difficulty finding their voice in the professional world and teach various job skills that will guide them toward their own professional success. If every woman in the VEIL program leaves with the belief in herself that she can reach her fullest potential, I’ll go home every day completely satisfied with my own work.

Casey’s Advice for a Memorable Wedding or Special Event
There is so much to think about when executing your vision for a perfect event. Here are a few things to keep in mind from the start.

Prioritize, Plan, and Budget
Flowers are often one of the last details clients think about when planning a wedding, and unfortunately, often late in the planning process when budgets are beginning to strain. A good florist will do a beautiful job even with a small budget, but as with anything else, you get what you pay for. Understanding the cost of executing your vision from the start of the planning process will help tremendously. Florals, lighting, and decor have a huge impact and if you want those details done well it must be budgeted properly from the start.

Hire a Professional Designer
It breaks my heart when I see brides, grooms and families stressed out on their wedding day because they tried to handle too much themselves. Pinterest is a great place to find do-it-yourself ideas, but many of them are actually created by professionals and are more difficult than you’re led to believe. I always encourage clients to use the rehearsal dinner or bridal party for showcasing their own vases and decor, DIY projects or personal touches. For the wedding hire a designer with the skills, experience and trusted resources to ensure the overall design concept is perfectly executed. Having a professional handle all of the planning, coordinating, and execution so that you can actually experience your wedding or event and remember it as one of the most enjoyable days of your life is worth every penny.

Remember the True Meaning of the Day
Your wedding day is and should be one of the most memorable days of your lives. The wedding should reflect the two people getting married, and should speak to the things that are relevant to their decision to be together forever. Also, if you can avoid it, never plan a wedding to please other people. Do what’s right for you and your spouse-to-be with every decision. Embarking on a new journey together as a married couple is what a wedding is all about.