"There's always distractors and naysayers - you always have to know your why," Amy Shack Egan

In 2015, Amy Shack Egan threw the wedding industry on its head by launching a truly innovative wedding-ish planning company, Modern Rebel. Her company helps couples rewrite the rules of their weddings by emphasizing authenticity, fun, and the health of their partnership in the planning process in NYC + LA. She's worked on hundreds of weddings, or "love parties," as she likes to call them - ranging from space disco cowboy weddings to traditional weddings with a twist. But most importantly, working with over 60+ couples every year and getting married herself in 2018, Amy has had a front-row seat to modern partnerships. A true entrepreneur at heart, she is excited to look ahead + find ways to support couples far before + beyond the wedding date. 

Can you tell our readers about your background? 

A middle child from Orlando, FL., I was an entrepreneur from an early age - started a dog-walking business when I was 8 years old. I had that job for 10 years and it was the foundation for my savings account, which I used to ultimately start Modern Rebel. 

What inspired you to start your business? 

I was turned off by the wedding industry's frill + fuss and felt it didn't reflect the awesome, diverse partnerships that existed in the world. I wanted a modern approach to wedding planning that was obsessed with celebrating partnerships - not brides.

Where is your business based? 

Brooklyn, NY

How did you start your business? What were the first steps you took?  

I asked friends if they knew anyone planning a wedding and if they'd give me a chance - I planned weddings for free and learned everything from scratch in that first year while I worked three jobs [in addition to the wedding planning]. I hustled and created systems and made relationships with vendors and took $5K of my savings to put into branding, LLC creation, and equipment.

What have been your biggest challenges and how did you overcome them? 

Obviously, the COVID-19 presents its own set of unprecedented challenges. But prior to that, I'd say growing a team has its ups and downs. I made a decision as the company grew that I wanted to build Modern Rebel as a community - so I didn't make it a luxury business and charge much more + scale back on clients. We serve upwards of 65+ couples every year and to do so, we need team members + solid training.

Finding good people can be tough and it was at the beginning. Plus, my training systems were not there yet - so those two pieces were challenging on top of everything else and making sure you're serving the client at the end of the day.

Additionally, I'd say, for the first three years of my business, I did not know my numbers. Numbers scared me - I didn't want to be in the weeds on numbers. But as we grew, it was impossible to be successful and not know your numbers. I now make it my mission to understand cash flow, cash reserve, metrics, etc. Get to know your numbers and hire folks to help you stay on top of them, too.

How do you stay focused? 

You have to go back to your WHY - whenever I go back to why I started, it helps me stay focused and keep it all in perspective. There's always distractors and naysayers - you always have to know your why.

How do you differentiate your business from the competition? 

Our name is helpful in this regard. I was nannying at the time [one of my many jobs] when I came up with it and the woman I worked for said, "Well, how will anyone know it's a wedding planning company?" And that was sort of its brilliance. It wasn't your average wedding planning co. and you don't hire Modern Rebel unless you sort of love that part of it. Plus, I really looked at the branding from the perspective: What would I want? I was not going to pick up a bridal magazine and neither were most of my friends. What would I positively respond to if I was wedding planning myself?

What has been your most effective marketing strategy to grow your business? 

We have not operated with a strong marketing strategy. I think our branding + messaging has really given us the most traction and then, of course, high praise from past clients + vendor friends keeps us growing.

What's your best piece of advice for aspiring and new entrepreneurs? 

I have two. First I love Jesse Itzler's advice, "Build your life resumé" I've hitchhiked in Hawaii, skydived in Florida, lived alone in Paris, gone to a "dinner in the dark" - all of these experiences have made me a more well-rounded person. Life resumé is just as important as the work resumé. Then, "fail fast." Learn as much as you can about something as quickly +affordably as you can and befriend failure - it's the greatest teacher and the more you fear it, the more likely you'll get stuck + never get to where you want to go.

What's your favorite app, blog, and book? Why? 

Podcast: How I Built This - keeps me hungry and inspired by other entrepreneurs’ stories. Books: Marriageology by Belinda Luscombe all about partnership and The Lean Start-Up is my current read helping me navigate a new business idea. Blog - Cup of Jo: the comments are just like a virtual hug.

What's your favorite business tool or resource? Why? 

Trello! I think the interface is so easy to use and it's so easy to project manage - love it.

Who is your business role model? Why? 

I have a few! Barbara Corcoran, her spunk + story. I feel like we'd be friends. Jesse Itzler - he stays so hungry + creative and his come-up stories are just the best. Heidi Zak, how she challenged a sexist industry competitor - shameless + inspiring! 

What is your beauty routine? What are some of your favorite products? 

Amy: I'm not big on beauty routines. Do male founders ever get asked this question?

Kristin: Yes they do. Every person I know takes care of their skin and/or hair in some fashion.

But if people care, the wax spray is my secret beauty weapon - it doubles your hair's volume + without the crunch hairspray feel. Been using it for years! 

How do you balance work and life? 

Balance is a myth. Be where my feet are. If my husband and I are playing a game, I'm not checking work emails. If I'm on a client call, I'm not cooking dinner. I'm all-in to what I'm doing. No email notifications. It stifles your productivity + distracts you from your current tasks - turn them off!

What’s your favorite way to decompress? 

Wine, baths, Gilmore Girls, friend-time, kitchen dance parties with my husband.

What do you have planned for the next six months? 

New business launch - can't say much for now but finding a way to serve couples before + after their wedding with a greater commitment to partnership + relationship health. Stay tuned! Been working a lot on this behind the scenes and can't wait to share it when the time comes! 

How can our readers connect with you? 

Find me on my personal insta: @anthemofamy and our business insta: @modernrebelandco or on FB: https://www.facebook.com/modernrebelco