Hi, I'm Jordan - Your Wedding Coach & Business Cheerleader
I founded my planning company in 2012 with a dream of what it one day could be. And through tenacity, a lot of sweat, some tears, and honestly, a lot of fun, I grew Emily Jordan Events into something beyond my wildest dreams. I have the experience within the industry and want to share that with you - and help you avoid some of those same tears and sweat, and focus on the fun parts.
I believe education is key to building the foundation of a successful business and I want to pass on my knowledge and expertise to early-career planners. You are only as successful as those around you, and I want to share my success with you.
I am you.
I help early-career wedding planners build thriving businesses through mentorship, education, and realistic support. Starting a business can be a lonely endeavor. My mission is grounded in care - ensuring no planner feels alone in building their business - and in wisdom, sharing the tried-and-true lessons I’ve learned the hard way.
We all have to start somewhere and my somewhere was working my first two weddings for free, and the third wedding charging $400 for event management services. I am so grateful to the friends and acquaintances who took a chance on the company in the beginning, but wish I could tell 2013 Jordan that $400 was not nearly enough. (If you are booking your first client, please charge more than I did!)
Knowledge is power and I believe knowledge should be shared. When I started my planning company, I often felt alone and didn’t know who to turn to for answers about building my business. It took me about 6 years to figure out I needed a business coach and find the resources to grow my company into what I had dreamed of. I have a passion for mentoring and educating others and want to help planners skip those hard years that I experienced. Let’s learn from (and sometimes laugh at) those early years together. I want to share the systems that work for my company in the hopes that you can build the company you’ve been dreaming of as well.
A life that I created all from a tiny suggestion over baby back ribs.
It all started in college while eating with friends at Chili’s. I planned events for a lot of groups on campus and a friend jokingly said “you should be a wedding planner”. I thought, I do love that JLo movie…
That makes the journey sound easy when it in fact was a winding circuitous path that led me to running my company today. What may have been a joke of a suggestion, became a real possibility to me. I decided I should try out wedding planning before making that my career and went to Barnes and Noble to purchase local wedding magazines. I flipped to the vendor directories in the back and started to cold call wedding planners asking if I could intern for them. One decided to take a chance on me and I spent my summer soaking up every bit of knowledge and advice she gave me.
Like most in the wedding industry, I did not graduate from college and immediately start my wedding planning business. I worked as the Special Events Manager for a fine dining restaurant and worked in development for non-profit organizations. During that time, I helped plan one of my best friend’s weddings. We had so much fun working on her wedding that we decided to start a planning company together. Two and half years later, that side hustle became my full-time job and shortly thereafter I became the sole owner of the company. Eleven years after I jumped in with both feet, I have grown my team to include two other planners, expanded our services beyond weddings, opened a second location, and sometimes still have to pinch myself that this is my life.
I built Jordan Xu Edu for early-career planners who want direct, clear advice without the pressure or fluff. You are working with someone who has been there, who sees you, and who is here to walk you through the hard stuff - from setting boundaries to building a team. I focus on foundations, clarity, and confidence - helping you build a business that actually supports your life (not one that burns you out).
I thrive on personalized connections. Every coaching call, workbook, or speaking engagement is designed to feel personal and approachable - like you are getting advice from someone who truly gets it. I take the time to understand each planner’s unique journey and provide support that fits.
I offer practical, no-fluff support. My resources are grounded in real experience, not abstract theory. Every tool, template, or piece of advice has been tested in the field - and it’s all designed to help new planners take action right now, not “someday”.
I believe boundaries are a business strategy. I lead with boundaries as the foundation for growth, not the afterthought. I teach planners how to protect their energy, time, and joy because sustainable businesses are built by people who aren’t constantly burnt out.
Fun Facts About Jordan
I’m a musical theater girlie at heart - grew up onstage and occasionally backstage. I majored in Theater Studies in college and can often be found belting showtunes in my car.
I’ve run 6 ½ half marathons (the last one was reduced to 7 miles due to bad weather the morning of the race). I’m getting the itch to run another soon…
My favorite moment on wedding days is once the couple is down the aisle and the ceremony has started - and yes, I do still tear up after 13 years.
I love to read - I read/listened to 71 books in 2024. My TBR pile is huge and that does not stop me from buying another book at my local indie bookstore.
Curious about working with me as a coach?
Complete the contact form and I will be in touch to chat about where you need help in your business. Interested in booking me as a speaker? Fill out the contact form and we can connect about details.
Let's Connect
