A weekly Q&A with interesting people in the Australian Media Industry
Wendy El-Khouri
  • Name Wendy El-Khouri
  • Company Wedded Wonderland
  • Position Director
  • Interviewed by Social Diary on 5/6/2015
  • Q
    Describe your career path to date?
    A
    Retail, Teacher, Project Manager, Wedding Planner, Business Consultant for the Wedding Industry in Marketing focusing on Social Media and Online Strategy, Founder and Director of BLOG www.weddedwonderland.com

    I believe everything I have worked on up until this point has led me to create Wedded Wonderland. A world world where Brides and the Wedding and Special Events Market feel like they're part of a community. One that is on trend, fashion focused and committed to leading Brides, Wedding and Fashion Enthusiasts to the right product at the right time. I have learned that no matter what industry you are in, empathizing and understanding your consumer and target market is essential. Pre-empting their demands and meeting these through a variety of interesting, unique and engaging products will always create a WIN WIN scenario.
  • Q
    What do you love about your job?
    A
    Knowing that Wedded Wonderland creates opportunities for new designers, stylists, florists and more- and assisting Brides in planning their special day. That thrill will never go away. And being an insider on new couture collections for local and international designers- THAT is everything.
  • Q
    And what's not so great?
    A
    Trying to keep everyone onside knowing we work with so many competitors- we try and remain Switzerland no matter what however in such an emotional and creative industry this is always a challenge.
  • Q
    Describe your typical day?
    A
    3-5 hour sleep, I have a new born and a 2 year old. Wake up 5am, check emails and social media, get the bubs up and ready, dropped off and head to work. make-up and hair done in peak hour traffic. Arrive around 9am. Check in with staff, focus for the day, respond to emails and proceed to meetings (usually 3-5 per day) such things as new collection showings, trunk shows, events, event meetings, client meetings. check in to social media 6-8 times per day. Check in on emails 10-15 times per day between meetings etc. head home at approx. 6pm. Get back on emails at 9pm once the bubs are asleep- finish off social at 11pm. Repeat.
  • Q
    What is the best experience you've had in your career?
    A
    Hmm. Interviewing Preston Bailey, being invited to Paris Haute Couture Week, Hosting Karen Tran Florals- top 3. sorry couldn't decide.
  • Q
    What do great PR people do?
    A
    Listen? LOL. They pay attention not only to their client, but the world their client exists in- they determine how to create a point of difference in this fast moving, social media, celebrity hungry world and they infiltrate with ease. To the point where you always though their product existed and you're not quite sure why your sub conscious keeps reminding you of it. They know how to buy real estate in someone's mind that is long lasting.
  • Q
    What do bad PRs do...
    A
    Where do I begin... focus too much on celebrity and not much else. Not know how to create hype around a product when IT CAN EASILY BE DONE. Not give constructive advice to a client, and create a FAD out of a strategic product.
  • Q
    How do like to be contacted and when?
    A
    I prefer a text or email during the day and phone calls after hours. I find I can quickly respond this way and give people the time on the phone when I know I'm not racing between meetings. I like to speak to people that I'm constantly emailing at some point!
  • Q
    How has social media altered your job since the days when you started out?
    A
    Social media is where Wedded Wonderland started out. We would not exist without it. It is the essence of who we are; socialising products and services in the weddings and special events markets, creating hype around upcoming events, forcing the wedding industry in Australia to become on-trend and awakening the thought that perhaps weddings can be unique, original, fashion forward and full of personality.
  • Q
    Do you enjoy attending industry events?
    A
    I do, I enjoy meeting new people, seeing new places, hearing new ideas. I don't however like attending events when I don't know why I have been invited. I end up chatting to the bar staff about their day and offering them food.
  • Q
    The media landscape is going through a period of dramatic change - where do you see it in 5 years?
    A
    Absolutely. Anything is NEWSworthy at the moment, particularly when it comes to celebrity culture. The term Media in essence is communication. I feel so many media outlets are responding to the ever changing digital landscape by trying to do everything. I believe it is about knowing where your audience is, how to engage them, and how to communicate with them so it is not in fact a monologue. I see the future of media creating a balance between what is deemed relevant vs. what is entertaining. The viewers will dictate how they want to be communicated to. It is up to the Media to be pro-active in recognising that you can't be everything to everyone- you need to be something to someone who will only come YOU as their source of truth. Loyalty and trust will play a huge role in how Media presents itself in the future.
  • Q
    If you weren't a blogger, what would you be?
    A
    A Business Coach
  • Q
    Your Instagram/Twitter:
    A
    INSTA @weddedwonderland
    TWITTER @weddedwonderlnd