Meet Dawn Schuster

We were lucky to catch up with Dawn Schuster recently and have shared our conversation below.

Alright, so we’re so thrilled to have Dawn with us today – welcome and maybe we can jump right into it with a question about one of your qualities that we most admire. How did you develop your work ethic? Where do you think you get it from?

My work ethic definitely comes from my grandmother. She and my grandpa ran a lighting shop, and she worked so hard to keep it going. Even after she retired, she couldn’t sit still—she threw herself into charity work and always stayed busy. Growing up, I saw how much pride she took in her work and how much joy she got from staying active and making a difference.

I think I’ve inherited that same drive from her. Running my own business gives me the same kind of rush—every day is different, and there’s always a new challenge or opportunity. There are ups and downs, of course, but I love the energy and unpredictability of it. I can see so much of her in the way I approach my work, and it’s something I’m really proud of.

Thanks, so before we move on maybe you can share a bit more about yourself?

I’m the founder of Eventelier, a luxury wedding and event decor company that focuses on creating truly bespoke and personalized experiences. We specialize in textiles and offer an incredible range of luxury fabrics for draping and linens, from hand-carved block prints and screen printing to natural dyeing, digital prints, intricate embroideries, and custom trims. We even create bespoke items like parasols, ensuring every detail of an event is completely unique and special.

What I love most about what I do is the collaboration. Working with such talented planners and event designers is so inspiring—bouncing ideas back and forth and bringing a vision to life is where the magic happens. As a designer and illustrator myself, I can even create custom prints from scratch for my clients, adding an extra layer of personalization.

Looking ahead, I’m planning to develop my own seasonal collections of exclusive linens and collaborate with top planners to create signature decor collections in their names. I’m also excited to attend wedding and event expos this year to connect with more amazing people in the industry. With my background in fashion through my agency, Masala Threads, stepping into the world of luxury events feels like such a natural and exciting evolution, and I can’t wait to see where it leads!

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Looking back, three things stand out as the most impactful in my journey.

First, resilience. Making mistakes and picking myself up again has been a huge part of my growth. Every misstep has taught me something valuable, and it’s made me stronger. For example, traveling all across India to find artisans and suppliers was a journey full of trial and error. I had to weed out the bad to find the incredible people I work with today, and that persistence has been so rewarding.

Second, my design skills. With over 10 years running a graphic design agency and working in fashion, I’ve developed a unique perspective and the ability to think outside the box. Being able to design things myself has been a huge asset, especially when it comes to textiles. I live and breathe fabrics—their textures, patterns, and even the way they fall. Something as simple as how a fabric drapes on a table or chair can completely transform a look. This knowledge has helped me elevate my work and create truly special pieces.

Finally, tenacity. Building something from the ground up takes grit, especially when things don’t go as planned. For anyone just starting out, my advice would be this: If an idea isn’t flowing and you’re running into endless roadblocks, don’t be afraid to take a step back. Breathe, reassess, and consider looking at it from a different angle. Sometimes, changing direction is exactly what’s needed—it’s all part of the process.

Ultimately, persistence, creativity, and adaptability were and still are the things that keep me building Eventelier.

Okay, so before we go we always love to ask if you are looking for folks to partner or collaborate with?

I’m definitely looking to collaborate with event and wedding planners or designers who want to create something truly unique for their events. If you’re someone who loves the idea of custom-made pieces—whether it’s linens, printed fabrics, or other decor—I’d love to chat and see how we can work together to bring those ideas to life. Feel free to reach out—I’m always excited to connect with like-minded people!

Contact Info:

• Website: https://www.eventelier.com/
• Instagram: https://www.instagram.com/eventelier/
• Linkedin: https://linkedin.com/in/masalathreads