READING TIME: 4 min 11 sec
PUBLICATION DATE: 05/24/2025
UPDATED: 05/24/2025
“We always start with a blank canvas. Every couple is unique, and so is their wedding.”
From childhood days surrounded by flowers to designing unforgettable weddings across continents, the founder of Avení Events has always followed her passion for celebration, aesthetics, and human connection. With years of experience and a vision rooted in both beauty and structure, she has turned Avení Events into one of Stockholm’s most coveted wedding planning studios.
We sat down with the creative heart behind Avení Events to learn about her floral beginnings, her international experiences, and her philosophy on planning weddings that feel personal, thoughtful, and effortlessly cohesive.
Some people stumble into wedding planning. For the founder of Avení Events, it was destiny blooming from the very start.
“I grew up in the flower industry where both my parents and basically all my relatives worked with flowers,” she shared. “I always loved working with flowers and also meeting customers who were buying them—since they were often celebrating something.”
While the beauty of flowers was the first spark, it wasn’t long before she discovered her passion reached beyond petals.
“When I grew up, I knew I wanted to stay in the flower industry somehow, but I also wanted to work with other design aspects and planning. Then I realized that wedding planning would be my dream job.”
That realization led her across the globe. After studying wedding planning and event design, she built her experience in Western Australia and New York City before returning to Stockholm to open her own studio in 2016, originally under the name Fanny Staaf Events.
Her first wedding as a planner still holds a special place in her heart.
“It was a beautiful winter wedding in Sweden for the most amazing couple that I still talk to today,” she says with a warm smile.
That early experience confirmed that she was exactly where she needed to be. “It taught me that weddings are not just about aesthetics—they’re about relationships, trust, and creating space for joy.”
Avení Events doesn’t believe in cookie-cutter weddings. The foundation of the brand is a commitment to personalization and artistry.
“We work with full-service planning, design, production, and flowers to ensure a seamless process for our couples. That way we can really guarantee the quality of everything and make sure it's cohesive.”
This dedication to excellence means that Avení Events offers only one comprehensive service: full planning, from start to finish.
“We only offer full-service wedding planning with coordination, design, production, and flowers included to make sure every little detail is taken care of and quality-checked,” she explains. “We want our clients to be able to fully relax and just be as involved as they prefer to be.”
One of the most defining traits of Avení’s approach is her attentiveness to the individuality of each couple.
“We will never tell a couple they have to have something, or that a wedding should be in a special way,” she says. “It’s completely up to the couple, and we love to brainstorm new, creative ideas with them that really feel 100% like them, mirror their story and life together.”
Some weddings leave an imprint that lasts a lifetime. For Avení Events, one such celebration unfolded in 2024.
“We planned the most amazing wedding in Gotland where we flew in all the guests and treated them to a full weekend of events and surprises,” she recalls. “Locally sourced food, surprise artists and performances, historical venues, and looots and lots of flowers.”
It was more than a wedding—it was an immersive experience.
While each wedding is unique, Avení Events frequently partners with some of Sweden’s most picturesque venues.
“We work a lot with Smådalarö Gård, Krusenbergs Herrgård, Rånäs Slott, Norrvikens Trädgårdar, Maryhill Estate, Eric Ericsonhallen, Ett Hem and Nationalmuseum,” she says.
Each of these venues offers a different kind of magic—from coastal elegance to historical grandeur.
Wedding planning is a blend of beauty and unpredictability. And sometimes, the biggest challenges are the ones no one can control.
“The pandemic was obviously the hardest, with postponing over and over and not knowing when we would be able to actually move forward with the weddings,” she shares candidly. “Other than that—the only thing we can't control: the weather.”
Whether it’s rainstorms or heatwaves, Avení Events is always ready with a plan B. Or C.
One of the most common concerns couples face is budget management. Avení Events addresses this with transparency and strategy.
“We always add a pretty big cushion in our clients’ budgets to make sure we have some extra for all the extras that always get added on,” she explains. “We also communicate clearly how the guest count affects the budget and show our clients examples of budgets before they finalize their guest lists.”
When asked what advice she gives to couples planning their big day, her response is beautifully simple:
“Make sure every choice is for YOU and not what you think others expect from you and your wedding.”
And for anyone looking to follow in her footsteps and build their own planning business?
“Make sure you are charging for the many hours it takes to actually plan a wedding—and of course, communicate those hours to your clients. And actually track those hours even if you don't charge hourly, just so you know how much time you spend on each project.”
While she has planned weddings in some of Sweden’s most iconic spaces, her dream destination still calls from afar.
“Villa Balbiano. Anything in Provence!” she says without hesitation.
It’s not hard to imagine her floral-forward, design-driven magic unfolding against the backdrop of olive groves and golden sunsets.
With Avení Events, every love story is treated like the only one that matters—because to her, it is. From that very first brainstorming session to the final sparkler send-off, every detail is an opportunity to celebrate beauty, authenticity, and the joy of two people saying “yes” to forever.
