Today we’d like to introduce you to Francesca DiSalvo-Follmer.
Hi Francesca, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
My path into the events industry really started long before I officially launched my business. I was raised in the hospitality industry, so from an early age I was surrounded by the importance of service, attention to detail, and creating an experience that made people feel genuinely cared for. I learned that the most memorable experiences often come from what happens behind the scenes from the preparation to the anticipation of what someone needs, and the ability to make everything feel effortless.
I went on to earn my degree in Marketing from Saint Joseph’s University in Philadelphia, which gave me a strong foundation in branding, communication, and understanding the client experience from a consumer standpoint. During my time interning with Philadelphia Magazine, I realized that events were the perfect intersection of everything I was naturally drawn to: hospitality, creativity, organization, strategy, and working closely with people.
In 2009, I founded Pure Luxe Bride, which would later become Vetri Events. What began in the coordination space grew organically as I developed my approach to planning and design and built relationships incredible creative partners. Over the last 17 years the business evolved into a full-service planning and design firm focused on creating highly personalized, immersive events, not just in the wedding space.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Like any business that has grown and evolved over time, there have been plenty of challenges along the way. One of the biggest has been learning how to balance the creative side of the business with the realities of actually running one. I started because I loved events, design, hospitality, and creating meaningful experiences for people, but I had to become just as comfortable with operations, finances, team leadership, systems, and making difficult decisions.
Another challenge has been learning when to evolve. The business started as Pure Luxe Bride in 2009, and as my work, clients, and vision grew, I realized the company needed to grow with me. Rebranding and expanding into a second market as Vetri Events in 2026 meant being willing to let go of being comfortable and to make room for where I wanted to go next with a business and brand that felt authentic to who we’ve become. That kind of change can be exciting, but it also requires a lot of trust in yourself and your team.
There have also been seasons where growth itself was challenging. Taking on larger and more complex events means higher expectations, more moving parts, stronger vendor partnerships, and a greater responsibility to both clients and the team. Learning how to delegate while maintaining the level of quality and personal attention I wanted associated with the company was something I had to develop over time. An important part of that process was establishing clear, distinct roles and guidelines within our team so everyone remained aligned, understood their responsibilities, and could work together to provide each client with the best possible experience.
Events are so personal, one of the ongoing challenges is managing expectations while still protecting the client experience. There are budgets, timelines, logistics, personalities, and unexpected issues behind every beautiful event. A big part of my growth has been learning how to have transparent conversations early, advocate for what I believe will serve the client best, and remain calm and solutions-focused when plans inevitably shift.
Those challenges have ultimately shaped how I run Vetri Events today. They pushed me to create better systems, communicate more clearly, build stronger teams and partnerships, and become more intentional about the kind of work and client experience I want the company to be known for.
Can you tell our readers more about what you do and what you think sets you apart from others?
We specialize in creating events that feel intentional, immersive, and deeply reflective of the people we’re designing them for. I’ve never believed in simply recreating a look or following a trend. The goal is always to understand the client, what matters to them, how they want their guests to feel, and then build an experience around that.
I think what we’re known for most is the combination of thoughtful design and strong execution. Beautiful events are important, but so is the way the entire process feels. We’re very focused on communication, organization, transparency, and client advocacy. There are so many decisions involved in planning a large-scale event, and I want our clients to feel like they have someone in their corner who can simplify those decisions, anticipate challenges, and guide them confidently from beginning to end.
What I’m most proud of is the longevity and evolution of the business. I started the company in 2009 as Pure Luxe Bride, and it has continued to grow and evolve into Vetri Events. Building something that has lasted through different seasons of the industry, changing client expectations, and my own growth as a business owner has been incredibly meaningful to me. I’m also proud of the relationships we’ve built with our clients, our team, and the creative partners we work alongside.
What sets us apart is that we don’t separate design from the experience of planning. We care equally about what an event looks like, how it functions, how the client feels throughout the process, and how guests experience it in real time. There’s a lot happening behind the scenes to make something feel effortless, and that balance of creativity, strategy, hospitality, and precision is really at the heart of what we do.
Do you have recommendations for books, apps, blogs, etc?
I don’t rely heavily on apps, books, blogs, or podcasts to stay motivated or perform at my best. For me, it has always been much more about the people I surround myself with.
Having like-minded individuals in your life who understand what you’re building, who can support you when things are difficult, commiserate with you when needed, and genuinely celebrate your wins makes all the difference. There’s something incredibly grounding about having people around you who understand the highs and lows without needing much explanation.
I think the right community can be far more valuable than constantly searching for the next piece of advice or productivity tool. The people in my circle challenge me, encourage me, offer perspective, and remind me that success is much more meaningful when you have people to share it with.
Contact Info:
- Website: https://www.vetrievents.com
- Instagram: https://www.instagram.com/vetri.events
- Facebook: https://www.facebook.com/vetri.events
