Ten years ago, I had a vision—and a whole lot of determination.
Jennifer Matteo Event Planning wasn’t the brand it is today. There were no multi-state clients, no national partnerships, no expansion conversations happening across time zones. It was me, a deep love for creating meaningful experiences, and the belief that if I built something strong enough, it wouldn’t stay small for long.
And I was right.
What started as a boutique planning company has grown into a nationally recognized brand, working with clients and collaborators across the country—from Florida to New York, Boston to California, and everywhere in between. But the growth didn’t come from chasing scale. It came from staying rooted in what matters: relationships, intention, and delivering an experience that feels as personal as it is elevated.
In the beginning, it was all hustle. I said yes to opportunities that stretched me. I built trust one client at a time. I learned quickly that in this industry, talent gets you in the room—but consistency, professionalism, and heart are what keep you there.
And as the work grew, so did the vision.
We expanded beyond planning into full-scale brand experiences. We built creative partnerships. We launched sister companies like UpStaged, bringing custom rentals and design elements in-house so we could control not just the look—but the feeling—of every event. We stepped into venue management, shaping spaces into destinations. And somewhere along the way, we stopped just producing events and started building environments that people remember long after the last song plays.
That evolution is what allowed us to move beyond a local footprint and into a national presence.
Because when your work is strong, your brand travels.
But what’s been even more rewarding than building the business… is helping others build theirs.
After a decade in this industry—after the wins, the lessons, the mistakes, the growth—I realized something: there are so many talented people with incredible ideas who just don’t know where to start. Or how to scale. Or how to take something from “this could be amazing” to “this is actually happening.”
And that’s exactly why we launched The Foundry - by Jennifer Matteo
The Foundry is the next chapter. It’s where everything I’ve learned—every system, every strategy, every real-life experience—comes together to help others build, grow, and launch their own concepts. Whether it’s a venue, a planning company, a creative brand, or something completely new, this is about giving people the tools, structure, and confidence to do it the right way.
Because let’s be honest—this industry can be overwhelming. It’s not just about having a great idea. It’s about understanding operations, pricing, branding, client experience, team building, and how to actually sustain and scale what you’re creating.
The Foundry is where we break that down.
It’s consulting. It’s education. It’s mentorship. And it’s built with the same intention and energy that has shaped everything we’ve done over the last ten years—real, honest guidance with a focus on both creativity and business.
Because you need both.
And maybe that’s the biggest shift for me in this season—moving from just building my own brand to helping shape the next generation of businesses.
But let’s talk about the real side of growth—because it’s not all polished installs and perfectly styled tables.
Building a business at this level requires sacrifice. It means early mornings, late nights, and learning how to lead while you’re still figuring things out yourself. It means making hard decisions, trusting your instincts, and sometimes taking risks before you feel ready.
And for me, it also meant doing all of that while raising a family.
I’m a business owner—but I’m also a mom. And balancing those roles isn’t always seamless. There are days I’m reviewing design decks between school drop-offs and pickup lines. Weeks where I’m traveling for events, then coming home and shifting right back into mom mode without missing a beat.
Is it perfect? Not even close.
But I’ve learned that balance isn’t about equal time—it’s about intentional time. Being fully present wherever you are. Giving yourself grace on the days that feel chaotic. And understanding that building a life and building a business can coexist—even if it looks a little messy along the way.
One of the biggest shifts over the last ten years has been learning to let go of doing everything myself.
You can’t grow nationally—or sustainably—without a strong team. And I’ve been lucky to build one filled with talented, driven women who bring their own creativity, leadership, and perspective to the table. Together, we’ve created a culture that values excellence, collaboration, and trust.
Because behind every successful brand is a team that believes in it.
And then there’s the voice.
As women, especially in business, we’re often taught to soften—to be agreeable, to stay small, to not take up too much space. But over the last decade, I’ve learned that there is power in owning exactly who you are. You can be warm and welcoming while still being decisive. You can lead with heart and still set boundaries. You can build something bold—and do it unapologetically.
With a smile, of course… and just enough sass to keep it interesting.
Looking back, I’m proud of how far we’ve come—not just geographically, but in how we’ve evolved.
From building a brand… to building brands.
Ten years in—and we’re just getting started.