I’m sitting here after making the decision to start this Substack on Christmas Eve with all of my family around. The kids playing twister, my mother-in-law cooking in the kitchen and me just getting a moment to sit down and filter out my thoughts. Even as I sit here, I feel so excited, it doesn't feel like work. It feels like me. For the longest time, I’ve been struggling to figure out how to bring together all the pieces of what I want to do. Between managing different platforms and navigating my own creative process, I’ve been trying to find a space that truly fits.
I wanted to step into the education space because I knew my perspective and message mattered. While I love my podcast, the idea of selling content or courses through it never felt quite right. It felt like it took away from my overall vision and put me in a space where I could easily get overwhelmed. If I'm going be in the education space, the results need to be there. I'm not in the business of selling to other small business owners just for the sake of making a buck I know how that feels, and I'll never be a part of that. I think that's why I've stopped and started Beyond with Liz so many times just never felt right.
On this journey of building Perfête, I’ve realized I’m a one-woman show, and juggling a million platforms just isn’t sustainable. My focus needed to be the publication and allow everything else to be extra. This Substack felt like the perfect fit—a place where I can communicate and connect without the pressure of being on camera or creating constant visual content. Lord knows I tried but half the time I am in sweatpants with my wig braids and visually I can't take myself seriously lol
Honestly, I’m not a “camera-facing” person. Posting videos on TikTok made me realize that. I’ve recently discovered I’m more of an ambivert than an introvert, but putting myself in front of the lens still doesn’t feel natural and something I have to grow into. Writing, though—that feels like me, That I have time for. I think that’s why my threads resonate so well. They’re unfiltered, unapologetically me, and this medium allows me to share that same energy. I literally have notes on my phone full of potential articles that are already done that I didn't have a place for them to go and now I do!
Building Perfête has been a long road. My mom passed away in the middle of it all, and took a back seat to healing and my photography clients. Honestly, the thought of people receiving emails with my name and updates on this journey feels incredibly personal. That’s why I’m dedicating time to writing as much as I can before the Substack “officially” landed in 3000 vendors inbox. lol because it's still important to tell the story and those who want to see it will . As I grow, I'll get more comfortable Im a work in progress I'm trying my hardest not to let fear hold you back and just put myself out there..
Where is Perfête?
When I took over Perfête, I inherited a platform that had four Instagram pages, two Pinterest pages, for Facebook pages, Two tiktok pages, a social media manager, and a lot of potential and was doing great with what it had. You have to put this in perspective any company with this type of infrastructure has a team of people behind it and it's just two of us for now. There's no way I could handle it all.
Deciding how to approach the website was a challenge in itself. I knew I didn’t want to stick with the WordPress site, but I also didn’t want to lose the SEO value. After months of consideration, I realized I was working hard to preserve something that didn’t align with my vision. Pinterest and social media were driving most of our traffic anyway, so why not start fresh? I spent six months researching, learning about analytics, and even teaching myself how to code. Eventually, I partnered with two software developers to create something entirely new. We found the right tech stack that I was happy with. We have been off to the races.
I wanted Perfête’s backend to reflect the future of digital platforms. With the rise of tools like ChatGPT and the rapid changes in SEO, I knew we needed a site that could adapt and incorporate video seamlessly. My goal was to create a space where innovation could thrive, and every decision has been guided by that vision.
Rebranding hasn’t been easy. I parted ways with my original designer due to differences in timeliness and expectations. Finding the right logo, mood board, and overall aesthetic has been a journey. I knew how I wanted Perfête to feel, but explaining that vision to someone else was hard because there’s nothing quite like what we’re building.
We Don’t Need Another Vendor Directory
Now, as a vendor myself, I’m deeply aware of the gaps in the industry. When you sign up for a wedding platforms, what value are you really getting? Is it direct sales, SEO, or just visibility? These are the questions I’m determined to answer in a way that feels meaningful before opening the platform to vendors.
Perfête has to be about more than just aesthetics. We’re working hard to create something impactful. It’s not just about “vibes” or trends. It’s about understanding the needs of our audience and delivering value. (What makes me so excited is the opportunity to collect data in a meaningful way.) Whether that’s through strategic partnerships, marketing insights, or tools that genuinely help couple and vendors grow, everything we do is being built with intention. It's just taking longer than I thought…
Starting this journey without investors or external funding has been a challenge and a bigger undertaking than I originally thought… I’m relying on data, experience, and a whole lot of trial and error to shape Perfête into something that can be impactful to our industry. I’ve also struggled with making the announcement that I acquired Perfête, because let’s be real—photography pays my bills. I never set out to own a media brand, and taking on Perfête had been a huge risk. For about a year, I kept it quiet. I’m still shooting and serving my clients the way I alway have, but I know deep down that my days doing both are numbered. Eventually, I’ll have to choose between one or the other, but for now, I’m moving forward with juggling both because it’s the only way all of this is going to work. My previous business gave me the foundation to connect with an audience and run effective campaigns. Now, I’m using those lessons to build something I can be proud of—and I’m excited to share it with all of you.
So excited to watch this new era (You AND Perfete) unfold. Beautiful!