My Bio is Wedded to this Industry.
I have been in the wedding, event, and stationery industry for my entire career.
I began as a multi-location retailer and became a wedding industry mentor. After pioneering a one-stop shopping wedding concept which combined storefronts and in-home service (1000 weddings annually and high volume invitation sales), I shared my successes in 1991, authoring “The Wedding Expert’s Guide To Sales & Marketing”. It was the beginning of my journey from retailer to industry mentor.
From 1996 – 2010, I took on the challenge of driving substantial sales and building brand recognition as VP of Marketing for national invitation brand Encore Studios. I integrated a broad coop ad program, extending trade & consumer PR, improving customer service, created dealer incentive programs, and introduced wholesale calligraphy & foreign language translation to the industry. Within 5 years, Encore doubled its dealer base and sales. For years the company continued to grow but the progression of the digital age hurt the stationery industry as a whole, I kept the company innovative and proactive until I left the company, and then they did spiral down.
Wedding Industry Resource & Thought Leader
I have been a contributor to industry platforms and have led numerous seminars including National Stationery Show 2011, 2012, 2017, Wedding MBA 2009, 2010, 2012, and WeddingWire World 2016 I recently have written for Vows Magazine, Stationery Trends Magazine & Mobile Beat.
Consulting, Marketing, & Web Design for the Wedding & Stationery Industries
Since 2010, I have been very active as a Senior level Marketing consultant to growing brands & local vendors in the wedding and stationery industry. In the last 2 years, in consulting roles, I was the major force behind the marketing and social media of the wholesale luxury invitation brand Lemon Tree Stationery and assisted the national formal wear brand XEDO in business development. In the past year, I have rechanneled my business focus to meet the tremendous demand for industry-focused website design and effective yet affordable digital marketing and social media strategies that generate bookings.
In My Private Life
Just to give you a little glimpse on my personal side, I was born in Brooklyn, NY. I learned a lot about sales and dealing with people working in beach clubs and banquet facilities relying on gratuities. I started playing paddleball on the streets of Brooklyn and continue to play competitively which keeps me young and fit. I loved to sing and act but never did that anywhere near as well as my two talented kids Eric and Jordan. But you can count on me for karaoke. I’m fascinated with neuroscience and continue to look for avenues to grow as a human being through spiritual practice. I write poetry and love comedy. As a parent, I am quite the nurturer.
“Xedo retained Brian Lawrence as a business development consultant to help us market to local wedding industry vendors across the country to create a referral program for our national formalwear company. Brian showed tremendous initiative, tenacity, and creativity in forging relationships with businesses and forged some very creative national partnerships. He helped expand our thinking and also was extremely helpful in introducing us to media partners and being a strong advocate for our company.
He has vast wedding industry knowledge, is reliable and accountable and genuinely cares about maximizing all opportunities he cultivates. He also has a very good business and marketing mind. I hope to work again with him in the future.”
-Peter Abruzzo, Former CEO XEDO, Senior Consultant Men’s Wearhouse, Senior Consultant David’s Bridal
“As our year-long association comes to a close I want to personally thank you on behalf of myself, Lucy and everyone here at Lemon Tree Stationery for your dedication to our company and your insights and thoughts on how to properly market ourselves in today’s digital world. Your help with our new website and the introduction or expansion of social media, including Facebook, Instagram, and Twitter has given better recognition to our company and its products. Our new marketing program on MarthaStewartWeddings and MyWedding continues to generate interest in our company. The educational e-mails that resulted in many retailer inquiries will be missed by us all.
Your personal touch and concern elevated this relationship past that of just a marketing consultant on our payroll to that of a friend and compatriot. I am sure that anyone who would reach out to you for similar guidance and input will be just as impressed as we are.”
- Sanford Weiss, Owner, Lemon Tree Stationery
“Brian is the most amazing combination of compassion and knowledge I have ever met in the wedding industry.” – Gayle O’Donnell, Paper Passionista