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19 Mar

Planning the Perfect In-Store Event

event for blog

How to go from good to great. 

Michelle Headshots-0011.jpgIn-store events are a great way to deepen your relationship with current customers and develop a new legion of devotees. Our resident celebrations expert Marketing & Event Manager Michelle Burke shares her tips for a spectacular in-store soiree. 


Where do you find inspiration for your event themes?

I tend to draw inspiration for my event themes from what is going on in the retail industry. Whether it’s the colors, textures or patterns for the upcoming season, each of our events for Atlanta Apparel and VOW, are designed with those key elements in mind.

I also really love following along with my favorite Instagram accounts that provide me with daily inspiration… to name a few: @createcultivate, @camillestyles, @lovelyfest, @museumoficecream and @latavolalinen


What takes an event from good to great?

Excellent service and interactive event elements are two key factors for the success of any special event. When your staff is knowledgeable, happy and engaging, your party-goers are sure to resonate with their positive energy!

As far as interactive elements go, it really elevates your party when you give guests the opportunity to get involved – whether it’s live-screen printing, a pop-up bouquet bar or a branded photo op that encourages “getting social”!


What is your go-to party cocktail?

Anything with a splash of champagne is my go-to – bubbly always makes things extra festive. With spring upon us, right now I’m really loving the “Blackberry Lavender Champagne Cocktail” which incorporates edible flowers AND blackberries, making for a gorgeous signature drink at any event!


1 tablespoon lavender flowers (dried or fresh)

1 cup blackberries (fresh or frozen)

½ cup maple syrup

¼ cup vodka

2 (750ml) bottles champagne


Boil blackberries, maple syrup and vodka, mashing berries gently as they cook until blackberries are broken down (about 5 minutes). Add lavender flowers (removing from stem if they are fresh) and boil for 1 minute. Remove from heat.

To serve: pour 1 tablespoon blackberry sauce into a champagne flute, add a stem of fresh lavender and top with chilled champagne.


What is one thing to remember when planning an event?

Always keep your customers front-of-mind when planning your event. It’s easy to get caught up in what I personally like (whether it’s food items on the menu, types of flowers in the arrangements, or the type of giveaway we’re doing), but it’s MORE important to think about what our customers enjoy and what’s important to them rather than getting caught up in personal opinions. While personality should always come through in the design of an event – remember to have your customer be the first person you’re thinking of when you plan a party!


See Michelle's handiwork in person at the April Atlanta Apparel Market (Tuesday April 10 - Saturday April 14, 2018) and VOW | New World of Bridal Market (Tuesday April 10 - Thursday April 12, 2018). 

Chelsea Peabody Bohannon
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