From Banker to Award-Winning Wedding Planner

It all happened naturally, seamlessly as if it were meant to be. Or, as Natalie John reflected, “as if it was divine intervention.”

Natalie John founded her destination wedding business, Dreamy Weddings, in 1999.John founded her destination wedding business, Dreamy Weddings, in 1999. Today that company has grown to become a leading player in the industry creating unforgettable moments for couples from across the globe. Born and raised in Saint Lucia but based on the island of Saint Kitts where she was working with the Central Bank at the time, John had no idea she was heading in another direction until a fateful email from a couple out of the blue.

“I got an email from a gentleman out of the UK who wanted information because he was celebrating his 10th anniversary of marriage and he wanted to plan a vow renewal in Saint Lucia for his wife. I answered all the questions, but I was like, PS, how did you get my email address? He replied and said he got it from the Saint Lucian country list which supplied people’s contact details at the time…and he just picked mine,” John explained incredulously.

She added: “I kept getting emails from him and responding. And remember, I was working in banking, I didn’t know anything about putting together events of that nature. He asked me about a wedding package saying that he wanted to book.”

That’s when John got into research gear and started googling wedding packages. And with help from her mother and others she put together a package for the couple from the United Kingdom who renewed their vows in front of the same magistrate who married them 10 years before in Saint Lucia. That’s when Dreamy Weddings was officially born.

“Ultimately, the client was super satisfied, wanting to give me a testimonial. And I said, you know, that had to be God's hand,” exclaimed the certified wedding specialist.

EMPIRE

Twenty-five years on it’s no longer just Dreamy Weddings, The CEO is building an empire. From operating in Saint Kitts and Saint Lucia, John now caters for destination weddings across thirteen idyllic Caribbean islands. Her innovative vision creates environments to pamper discerning couples, assist corporate groups planning Caribbean events, and help island tourism officials give visitors exceptional vacation experiences through concierge travel services, unique tours, and entertainment bookings. The Dreamy Group of companies include Dreamy Weddings & Tours Inc., Dreamy Floral & Décor Bar Ltd., Dreamy Rentals, and Elite St. Kitts.

The award-winning entrepreneur was designated Caribbean Wedding Planner and Off-Site Wedding Planner of the Year titles in 2018 and 2019 as well as being honoured with the Saint Kitts Business Excellence Awards in 2019. John was also acknowledged as an A-List Wedding Planner by Destination Weddings & Honeymoons magazine.

John explained that the expansion of her wedding business started after an issue with florals for a client’s wedding in Saint Kitts.

“Dreamy was a name that was known so I used that brand to establish the florals. And the intention was really to do florals for the weddings and maybe if the hotels here wanted service we would provide it. But again, that grew beyond what the plan was, beyond what I

anticipated, and the public really accepted it. By extension, we started doing decor services.”

Dreamy Florals has grown to become the premier florist in St. Kitts, providing services to hotels, the general public, the cruise market. Encouraged by this success, in 2023 John opened the branded floral business in Saint Lucia offering services similar to the well known 800-flowers. Beyond that the Dreamy brand has become a complete concierge service for clients seeking destination weddings in the Caribbean. This means the bulk of John’s clients are from overseas. But, importantly Dreamy Weddings also has a substantial Caribbean market from couples in neighbouring islands seeking to have their nuptials in sister islands.

SELLING THE CARIBBEAN

The wedding planning industry is huge. So, what does it take to compete in such a market and maintain a high standard? For the Dreamy Wedding CEO it is about being a professional, guiding her clients, and selling the Caribbean.

She noted that whether clients are from the Caribbean or abroad, they are looking towards you as the professional, the expert, to guide them. And, being a leader in the industry in the Caribbean she takes that role very seriously.

“For us, it’s not about the money, it's about the experience and selling the Caribbean. So while we offer various destinations, my heart is always Caribbean because there are so many destinations to choose from. Apart from sea, sand we have the warmth of our people and we truly try as best as possible to give you all the options available.”

Indeed as a Caribbean woman, John knows the value of community. And it is in that spirit that she created the Caribbean Weddings and Event Professionals, a volunteer organization setup for industry-wide professionals to foster networking and creativity amongst bartenders, florists, hair stylists, makeup specialists, bartenders etc.

“It’s about knowing that even in competition, there is community. It's not just about, competing against each other all the time. Everybody needs to grow. And we want to see ourselves as the wider CARICOM community.”

So, what’s next for Natalie John? “I am looking at the Natalie John brand,’ she said.

Bringing 25 years of solid, successful businesses to the table, the entrepreneur started a new event called Bloom and Sip geared towards getting busy individuals to try their hand at floral making, but more importantly, to see what flowers do to you, to touch it, to feel it all while sipping cocktails, wines, and indulging in hors d’oeuvres.

So successful was the first event in Saint Kitts, the now signature Bloom and Sip has blossomed in Saint Lucia and talks are in progress for one in Jamaica as well. John sees her newest brand as creative ways to celebrate, network, and share stories.

“I'm realising that persons are actually looking for other ways to celebrate and to network, and I'm trying to see it from an entrepreneurial journey. I am hoping that it will ignite something in you to realize there's always another step in your journey.”