This growing demand has transformed wedding planning into a booming, professional industry in Kenya.
When Emma Ndung’u wired a deposit to her Nairobi-based wedding planner from her home in Kent, Washington, she was paying for more than a service; the bride was placing a Sh4 million bet on trust.
“I paid my planner in three instalments. The first payment I did was half of the amount, then I cleared the rest two months before the wedding. My wedding planner charged me seven per cent of the amount for her pay,” she says.
The bride is keen to state that the entire wedding had to be pulled together in just four months. With a guest list of 500 that grew by an additional 100 on the big day, Emma had one demand – that it all go without a hitch, even though she was thousands of miles away. “The first month had us having calls almost daily because of the time frame. I also did not have the leisure of time, given that I flew in a week to the wedding.”
Kenyan brides living abroad are increasingly entrusting local wedding planners with multi-million shilling budgets for their dream weddings back home
However, it was not an easy task because not being physically present came with its weight. “I asked many questions and prayed a lot,” she says.
The bride acknowledges that she handed everything over. Décor, caterers, florists—down to the model of the bridal car. “I delegated every decision to my planner, I did not even have to deal with the vendors. However, during our many session calls, we vetted the vendors and paid the deposit,” she adds. “I was very specific on the master of ceremony and also that I wanted a Range Rover Vogue.”
But Emma doesn’t buy into the idea that leaving it all to a planner makes a bride any less creative. “No, it’s like having an extra hand which gives you a peace of mind. A wedding is a one-time event so one does not have experience. Having someone do it for you is just convenient,” she says
With careers, distance and packed calendars, Kenyan brides, particularly those living abroad, are increasingly outsourcing their dream day to professionals back home. What was once seen as a luxury is now becoming a necessity, giving rise to a booming business in personalised, high-budget wedding planning.
Weddings without borders
Grace Wangugi, another Kenyan bride based in the US, spent Sh5.2 million on her wedding.
“We paid the wedding planner eight per cent of the total budget. However, we first started by paying the down payment, which was a third of the total amount and cleared the rest of the pay in two more instalments,” she says.
The entire planning spanned a year, with intense collaboration in between. “The first two weeks, we talked daily with the planner because I wanted to know what her preferences were,” she explains. “Then we moved to discussing the budget, video calls with the planner to mitigate vendor options and then later the communication shifted to once every two to three weeks.”
Like Emma, Grace only physically arrived in Kenya two weeks before her wedding. But by then, most of the key decisions, except for the cake, had long been made. “We had four meetings when we came and in those meet-ups we met the vendors, went to see the grounds, and did the cake tasting. When it came to things like my flower set-up, I was specific on pink roses,” she says
While the bride acknowledges that the distance played a role, she’s quick to point out the scale of the event also required professionalism. “A big wedding like ours needed an expert to help in the planning. People think differently, I can be creative, but I knew my planner would deliver.” Her choice, she says, was all-inclusive, driven by both her life abroad and her desire for peace of mind.
What made it work? Familiarity. “My wedding planner is a family friend, so I trusted her.”
Jane Ndegwa, the founder of Cana Events.
The business of trust
Jane Ndegwa, a Nairobi-based event planner with more than a decade of experience, says demand from diaspora clients has grown. “From the time I started, most of my clients have been referrals from the previous work I have done, especially those from abroad who rely on their friends here,” she says. “They trust their communities and through word of mouth, they know who’s good at what they do.”
Many of Jane’s brides who leave the heavy lifting to the planner are working professionals who are caught up in their careers and personal lives.
“Most of my clients are professionals who simply don’t have the time to plan their events. They have the money, the date, and all the essential details, but when it comes to execution, they just don’t have the time. They trust us to handle it.”
While most of her clients who give her the reins are Kenyan brides from abroad, she also works with a bunch in Kenya, especially during the busy seasons of April and December.
But what happens when a bride hands over the full responsibility of her wedding to someone else?
“When a bride gives me full control, with only an idea of the theme and aesthetics, it’s my job to read her mind. We sit down together and I propose ideas based on her preferences, from the colours and guest numbers to the overall mood of the event. It’s also important that the budget aligns with what they want. We have to keep on consulting throughout the process to ensure everything matches with what the bride imagined her day would look like,” she says.
As much as Jane takes the lead, the bride is still heavily involved in the key decisions. “There are certain sensitive areas where I need their input. For instance, we discuss which church they want to get married in, the type of bridal car they’d prefer, the menu choices and so on. It is important for me to know their preferences,” she adds.
Jane charges a percentage of the overall wedding budget, often between seven and 10 per cent, depending on the size and complexity. “The process begins with understanding the bride’s desires. When a bride gives me full control, with only an idea of the theme and aesthetics, it’s my job to read her mind.”
The contract is important. “A signed contract protects both parties because events can go wrong. If a client cancels at the last minute, I’m left with nothing and the day is already booked,” she notes.
The hybrid bride
For Elizabeth Muthoni, who had a traditional wedding in Gilgil in 2024, hiring a planner was not about giving up control, it was about strategy. “I was working on a limited angle, but the planner gave me an overview of how the market is, what would work, and that gave me peace of mind,” she says.
“I wanted something intimate that reflected my personality, nothing too flashy. My husband likes the finer things in life. The planner was able to now combine our two personalities,” she adds.
Like many working professionals, Elizabeth had limited time to handle the logistics of a wedding. Planning is not something she naturally enjoys. In fact she says it takes a toll on her. “I want things to work a certain way and when they don’t, I get frustrated. I knew I needed to get help. I was also working on a limited angle, but the planner gave me an overview of how the market is, what would work, and that gave me peace of mind. I trusted her for the whole process,” she says.
Still, Elizabeth pushes back on the idea that hiring a planner makes a bride less creative. “That’s a myth because the planner relies on you, on your plan, what you have in your mind. You give her a roadmap and she guides you on the best way to get to your destination.”
Big weddings, big business
Kenya’s wedding industry is becoming a lucrative enterprise. While there are no official statistics on the size of the market, event planners estimate that the industry, which spans from the décor, catering, venues, photography and entertainment, generates billions annually, especially during the December and April peak seasons.
As a career path, wedding planning has transitioned to a fully-fledged business. Professionals like Ms Ndegwa now offer everything from concept design to post-event coordination and often have teams to handle logistics, design, and vendor relations.
The growing number of brides willing to hand over millions from abroad is changing how weddings are organised and transforming how planning is priced, contracted, and delivered.
Back in Washington, Emma talks about her decision. “I had anxiety, but my wedding planner seemed very knowledgeable. My friend had done the same with her and she delivered.”
Would she do it again? “Yes. Where you work hand in hand. It taught me to be patient.”
