Jillian Ziska is a trendsetter. She brings a fresh and unique aesthetic to the San Diego event industry. By building a new brand in the midst of a pandemic, and consistently growing her love for design, she keeps everyone guessing. Lindsay Dean of Lindsay Dean Events describes her as "A boss babe, a go-getter! She didn’t let COVID-19 or the lack of events slow her down from chasing her dreams, growing her design business, and servicing clients. She built an amazing new brand in 2020 & has kept us all wondering “What’s next?” Read on to find out more about Jillian, her work with To Be Designed Events, and how she and her team have transformed their business during this challenging time.
What originally inspired you to start working within the weddings and events industry?
I started planning events to help pay my way through college back east and completely fell in love with the design process. I loved guiding my clients from vision to final product. From learning the Bar and Bat Mitzvah world of event planning, and transitioning to the wedding industry in California, designing a multitude of special events has been an integral part of my career.
What spurred you to expand your business during the pandemic?
We figured we had two options during COVID-19; to either quietly ride out the wave and wait until events were able to come back, or to try something new and adjust. It was the perfect time to try out things we never had the time for before but knew people would really want during this time.
In what ways did you need to change or adjust your plans for your business due to the restrictions of COVID-19?
Since our bread and butter are large weddings & corporate events, we had to completely adjust business plans. We developed our interior design business, expanded our home staging operation, launched an e-commerce and pop-up shop retail line, and executed small weddings/ styled shoots safely. At the beginning of COVID-19 we created an e-commerce line that featured curated decor refresh boxes as a way of allowing people to safely and comfortably refresh their homes, we did virtual staging and home consultations and sent shopping lists of what we recommended to reduce any contact as well.
What's the hardest part of continuing with work during the pandemic?
The lack of guidelines and the constant unknowns have been the most difficult part of working during this pandemic. While we can make magic out of pretty much nothing, it’s really difficult to do anything when you’re relying on other elements that are completely out of your control. The constant questions and frustrations we’ve encountered on all fronts have sometimes been overwhelming, but we have tried to take deep breaths at each crossroad, and continue to deliver nothing but our best every time.
What's the most rewarding part of continuing with work the pandemic?
To Be Designed was one of the few event design & production companies that didn’t wait out the COVID-19 storm, we continued to stay in the spotlight because we wanted to let people know we’re still here and we’re open to trying new things using our skillset & resources. Because of this, we were given unique opportunities that we never would’ve gotten had we just stayed our normal course, and those opportunities will lead to annual business for the future.
Can you describe the ‘specific aesthetic’ you bring to the San Diego event industry?
To Be Designed has a unique, eclectic aesthetic which I think sets us apart. Our style has something for everyone whether you’re looking for a boho-themed event with our low tables and pillow/pouf collection, hand-made farm tables with rustic elements, elegant soirees with vintage tufted sofas, coastal with our linen elements, and striped armchairs. Anything you don’t see on our website our talented fabricators can custom build anything you can imagine!
If you had to explain what you do to someone unfamiliar with the weddings and special events space, or the shops/home stores you draw inspiration from, how would you explain your role?
I would say we're a great mix of Pottery Barn meets Anthropologie. We have a classic, timeless look that we accentuate with a little bit of funk and color! We really pride ourselves on being the company that will produce something that in ten years from now buyers won’t look back and question why they chose certain elements. While we love to be trendy, we also realize the importance of being timeless.
What motivates you to keep going in your business?
Our motto is “create the things you wish existed.” Getting to do that with my amazing team for a living, and seeing how happy it makes our clients is what keeps me going.
What part of your business are you most proud of?
I'm so proud of how we have adjusted and reinvented ourselves in the last year. We have diversified our business in a way that allows us to have multiple streams of revenue, so now we can challenge ourselves in new endeavors.
What's your goal for the shop/venue expansion?
Eventually, we're hoping to open a brick-and-mortar shop for our To Be Decorated line so that people can bring home our style and learn more about all the services we offer. We also have some exciting plans in the works for a few other brick and mortar opportunities in the hospitality world that will only continue to expand on our brand and the experience we love bringing our clients.
How do you hope these offerings and spaces make people feel?
We want people to feel that their home brings them joy, feels comfortable and is uniquely them. So we hope when you purchase one of our products or we have created a custom design for you that makes you feel excited, and that we’ve captured your style in our vision.
Who's your ideal customer?
We love clients that allow us to create something out of the box for them, whether it’s a custom fabrication for their event, creating a unique curated box for their home, or designing their bedroom with pops of color and custom furniture pieces.
What's your signature/niche?
Our TBD signature is always going the extra mile for our clients. Every project we work on no matter how small or large has our full attention. We believe no detail is ever too small, and they're what adds up to be a beautiful event fueled by our love for this industry and our clients. Every single event we do is one of a kind, never repeating an old design.
What's your advice for business owners in developing or discovering a niche?
Find what makes your heart skip a beat. It sounds silly and not every decision in business can be made on feelings, but you must find the part of your business that makes you the most excited. Once you do that, it’s easy to describe your ideal client because they’re the person who would be your biggest fan and customer with the services you’ve decided to offer.
What's your advice for any budding entrepreneurs/business owners in general?
It sounds cheesy, but don’t give up. You may not turn a profit right away, and it may feel like more work than it’s worth for a while but if you stay the course and are willing to be flexible and adjust with the times you will find your niche and the right clients that you’re wanting to attract. Relationships are everything in business. I've said from day one that my success will never be solely on the product I provide, but most importantly the relationships I create with my planners, clients, and beyond. When you have a solid foundation to stand on with another vendor, you become their go-to, and every event is nothing short of flawless.
What're you most looking forward to in this coming year?
I'm so excited to get back to doing events and re-building my incredible team! I've all the confidence in our new budding businesses and the thrill of watching them flourish gets me amped up!
Hero image courtesy of Shore & Wave Photography
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