Federica Beni shared their story and experiences with us recently and you can find our conversation below.
Federica, so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. What do you think is misunderstood about your business?
Thank you so much for this opportunity, I feel really humbled!
That’s an interesting question to start with since it’s the fundamental of a successful business.
As regards my job, people often have a very simplified idea of what we do — and we could talk for hours about it. Social media shows the polished side: breathtaking venues, beautifully styled tables, romantic candlelight… but that’s just the visible tip of the iceberg.
What you don’t see is the strategy, the logistics, the constant coordination, the problem-solving, the design thinking, and the responsibility behind every single decision. Many couples imagine a wedding planner spends her time sending a few emails to suppliers, finding exactly what they ask for, folding napkins beautifully, and lighting candles on the day.
In reality, our work is far more complex, layered, and intentional than that — and our fees reflect the value, expertise, and protection we bring to our clients.
I don’t exist to tick boxes on a to-do list—any assistant can do that. I work as my clients’ strategic partner: the expert who takes their vision and turns it into a refined, cohesive celebration, aligning every detail with their standards. I’m the one safeguarding their interests with every vendor and guiding each choice so they get the highest value for their budget, their time, and their peace of mind.
From contract negotiation and timeline architecture to design continuity and guest experience, my role is to elevate, streamline, and protect their investment.
I’m not a secretary; I’m their advocate and expert—securing the right partners, the right terms, and the right decisions so they save time, preserve their investment, and host an unforgettable celebration.
Can you briefly introduce yourself and share what makes you or your brand unique?
I founded Federica Beni Events over a decade ago, after a first career in business consulting. Today it’s a boutique, luxury destination wedding planning and design studio based in Italy, serving couples across Europe and around the world.
I primarily work with international clients—especially from the U.S. and Asia—for whom Italy is often the dream backdrop. That said, my work has also taken me to France, California, and soon, Provence.
My clients are discerning, high-end couples who want to celebrate their love surrounded by the people who matter most, and to offer them an experience that feels thoughtful, elevated, and unforgettable.
For them, I design and plan completely bespoke, trend-averse celebrations—highly personalized, intentional, and tailored to their story. I take on only a limited number of events each year, which allows me to provide almost unlimited availability, swift and considered guidance, and a truly white-glove level of service.
Warmth and ease are at the core of my approach—expressed through impeccable organization, refined aesthetic choices, and an attentive process that keeps the couple’s vision at the center of every decision.
Amazing, so let’s take a moment to go back in time. What was your earliest memory of feeling powerful?
Most of my memories relate to how clients approach the planning and design journey.
Many couples come to me with the (very legitimate) concern that a planner or designer might override their taste and impose her own aesthetic. So, from the very beginning, they make it clear that their priority is to see their vision brought to life.
What usually happens, though, is that once we start working together, they realize my role isn’t to say “yes” to every single request, but to use my experience, eye for detail, and knowledge of the market to guide them toward the best solutions—visually, logistically, and financially. That’s when trust happens. They see that my expertise is in service of their vision, not in competition with it.
When clients reach that point, it means I’ve been able to communicate the value of what I do—and they get to enjoy the real benefits: better decisions, a more cohesive event, and a far more enjoyable process.
If you could say one kind thing to your younger self, what would it be?
Surely to be always genuine and authentic.
In a world where social media tend to highlight things that are not only real, in which AI can show you marvellous scenarios that are completely fake or create interesting profiles without valuable content in reality, the most important thing is always showing who you exactly are.
It is so easy to show a marvellous portfolio or speak so loud or oneself during an interview, but those pictures and words must be supported by a value that does not clearly show. The appreciation from clients and vendors is what tells who you really are and what your power is.
I always say that the world is small and people talk and bad news travels quickly from one side of the globe to the other. This is why focusing on authenticity and consistency is the best investment we can do for our business and personal success.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What important truth do very few people agree with you on?
Respect for the people we interact with — whether in business or in our personal lives — is absolutely essential. In a world where individualism and the pursuit of success at any cost can make us forget it, we should always remember that we are dealing with human beings who deserve consideration, empathy, and dignity.
When it comes to my work, my greatest wish is to collaborate with beautiful human beings — whether they are vendors or clients — and I’m not talking about physical appearance.
I mean people with a beautiful spirit: those who bring respect, trust, and integrity to the table. That is the foundation of any truly successful collaboration.
Okay, so let’s keep going with one more question that means a lot to us: If you retired tomorrow, what would your customers miss most?
Probably it’s my transparency, my honesty and, above all, my dedication. I genuinely care about my clients more than I do about myself sometimes — and when they tell me they felt like they were my only couple, that’s when I know I’ve done my job.
Treating people well — making them feel supported, cared for and truly heard — is transformative. And this applies to everyone: your clients, the vendors you collaborate with, and all the people you cross paths with every day.
If I were to retire tomorrow, I know I’d treasure the beautiful human relationships I’ve built over the years. They’re, without doubt, the most valuable thing we have.
Contact Info:
- Website: https://federicabeni.com/
- Instagram: https://www.instagram.com/federicabeni_ed/
- Facebook: https://www.facebook.com/federicabeni.ed
Image Credits
https://www.instagram.com/bringmesomewherenice/
https://www.instagram.com/cinziabruschini/
https://www.instagram.com/chiaraspertifloralevents/
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