Meet Amanda Loesser | Owner/Creator

We had the good fortune of connecting with Amanda Loesser and we’ve shared our conversation below.

Hi Amanda, what is the most important factor behind your success?

The most important factor behind the success of my brand is authenticity. I’ve built my business by being confident in who I am, staying true to myself, and showing up with realness and transparency in everything I do. I let my clients see the person behind the process, and I invite them into a planning experience that is not only organized and intentional—but also fun, light-hearted, and creatively free-flowing.

I truly believe that when you lead with your authentic energy, you attract the right people. I form genuine connections with my clients, rooted in trust, open communication, and a sense of shared excitement. I bring a warmth and a family-like bond to the experience, because that’s what this work is really about—helping people begin a new chapter in their story. And I take that responsibility to heart. Every wedding I help bring to life is not just a job—it’s the start of something sacred, and I treat it as such.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.

My career in weddings and events has spanned over 20 years, and while I’m incredibly proud of where I am today, it’s been anything but easy. What sets me apart isn’t just my aesthetic or my ability to plan a seamless event—it’s the heart and humanity I bring to every part of this journey.

I’m confident in who I am—quirky, intuitive, grounded in my design style, and emotionally attuned to the people around me. People are my gift. I can read them, sense their needs, and deliver comfort and connection in a way that feels easy and natural. That casual friendship I bring to the table helps people feel safe and seen, which is so important during a process that can otherwise be overwhelming.

But behind the scenes, I’ve walked through a lot. I’m a single mother of three, balancing a business and a life in Los Angeles. I know the gut-wrenching feeling of mom guilt, of missing important moments, of making sacrifices daily to create something beautiful for others. I’ve learned through failure. I’ve cried in my car, wiped my tears, and stepped back into weddings with grace, calm, and a smile—because someone’s biggest day is not the space for my personal pain. That emotional juggling act has made me stronger, more empathetic, and sharper in my craft.

I’ve had to MacGyver my way out of countless situations—on tight timelines, budgets, and energy. And I’ve learned to do it in a calm, collected way, with a sense of humor and perspective. This job is about so much more than flowers and timelines—it’s about holding space, protecting energy, and creating joy.

Looking ahead, I’m dreaming even bigger. I’m developing a new branch of my brand that focuses on intentional, customized events—celebrations rooted in energy, presence, and meaning. I believe deeply in love, joy, balance, and the power of human connection. My hope is to keep spreading that into the world, one beautiful, intentional experience at a time.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.

If my friends were coming to town for a long week, we’d absolutely make the most of it. We’d probably stay at The LINE Hotel—it’s got such a fun vibe with its rooftop pool, greenhouse, hidden speakeasy, and great food. It’s the perfect mix of cool and comfortable.

From there, we might catch a show at the Pantages Theater and wander around Hollywood Boulevard, or, if there’s something good playing at the Hollywood Bowl, we’re definitely packing a picnic and going. Another favorite is the Griffith Observatory—especially at sunset.

If the Dodgers are in town, we’re grabbing Dodger Dogs and heading to a game. And of course, we’d swing by Olvera Street for churros and some of the best Mexican food in the city. One of the perks of being an event planner? I can get us into The Magic Castle for a night of magic, mystery, and a great dinner—it never disappoints.

We’d absolutely head to the coast for seafood—maybe hang out in Venice, stroll Abbot Kinney, or book a spot at The Test Kitchen for something unexpected. A trip up to Topanga Canyon is a must for a little shopping and to have a dreamy dinner at Inn of the Seventh Ray, right in the Fairy Garden under the lights.

Because I’m from the Valley, we’d definitely pay homage with a visit to the Valley Relics Museum—a little nostalgic, a little quirky, and so much fun. And for something silly and playful, maybe a few hours at Universal Studios followed by a stop at a cool gastropub nearby.

We’d wrap things up with a little shopping spree at my favorite boutiques and a quiet visit to The Lost Bookstore—a hidden gem and the perfect way to wind down an epic week.

Who else deserves some credit and recognition?

First and foremost, I want to give credit to the mentors and inspirations who have helped shape me and my path. My high school ASB director, Mr. Rob Thomas, was the first to teach me how to plan events and throw a great party—he helped ignite that initial spark. My mother, with her fierce independence, leadership, and vision, showed me how to be a strong, driven woman who can lead with both grace and power.

Greg Fortune of Fortune Entertainment gave me my first opportunity to truly design and express myself creatively in the event world, and I’m forever grateful for everything I learned during that time. Julie Ling, a brilliant artist, taught me how to balance creativity and logistics while we built magic through “Paper Hearts & Lemonade.” And Tricia Dahlgreen was instrumental in getting me started in this industry the right way—she taught me the beauty of the yin and yang in planning, how to organize like a pro, and the art of the sell.

And if I had to choose a book that’s influenced me deeply, it would be Like Water for Chocolate. That story reminds me that what we pour into our work—our energy,

Website: https://Www.saltandsparrow.com

Instagram: @salt_and_sparrow

Twitter: @magical.practicality