At Brilliant Read Media, it is our constant endeavour to identify and share some of the unique and compelling stories from the startup ecosystem. As part of this, we invited Shanu Jain for an interview with Brilliant Read Media. To say it further, Shanu is an Entrepreneur and Founder & CEO at The Wedding Toli. Let’s learn more about her background, inspiring journey so far and her advice for our growing community!
Excerpts from our exclusive interview with Shanu:
Your journey into the wedding industry is inspiring. What motivated you to establish The Wedding Toli, and how did your perspective on more conscious and meaningful celebrations evolve over time?
I don’t think I always knew this was the path I was going to take. Like many people, I was figuring things out after graduation and exploring different career options. It was only when I stepped into the world of weddings that I discovered something I genuinely enjoyed. The fast pace, the creativity, the emotions, and the people, everything about it felt right. For the first time, I found work that didn’t just challenge me; it fulfilled me.
As I gained experience, I realised I wasn’t simply planning events. I was helping families create memories they would cherish for a lifetime. That realisation gradually gave me the confidence to build something of my own.
There’s one moment I often look back on. At the end of the last wedding I managed before launching The Wedding Toli, the client looked at me and said, “Shanu, you’re truly amazing at what you do. I think you should have your own company.” I smiled because, unknown to him, that was already my plan. I told him it was the last wedding I would be managing with that company because I was about to begin my own journey. Looking back, it felt like the universe was quietly affirming a decision I had already made in my heart.
My perspective on conscious celebrations evolved through experience rather than strategy. One bride I worked with wanted her wedding to be meaningful, not just beautiful. She wasn’t trying to eliminate luxury; she simply wanted every choice to have a purpose. Together, we explored thoughtful alternatives, reduced unnecessary waste, collaborated with local partners, and found ways to make the celebration more intentional.
That experience stayed with me. It showed me that sustainability doesn’t require compromising on elegance or experience. Sometimes, it’s simply about making more mindful decisions.
When I founded The Wedding Toli, I wanted that philosophy to become part of our approach. Every couple is different, and every celebration has its own priorities.
Wherever possible, we encourage choices that are kinder to the environment, support local communities, and add deeper meaning to the celebration. They may seem like small changes, but collectively they can create a lasting impact.
The Wedding Toli beautifully combines creativity with conscious choices. How do you balance a couple’s dream wedding with environmentally responsible practices without compromising on luxury or experience?
For me, luxury has never been about doing more; it’s about doing things with intention. The most memorable weddings aren’t necessarily the ones with the biggest installations or grandest décor. They’re the ones where every detail feels personal, every experience feels thoughtful, and every choice reflects the couple.
That’s where our process begins. Before discussing colours, décor, or themes, we spend time getting to know the couple. We want to understand who they are beyond the wedding, what they love, the places that hold special memories, the music that defines them, and the little rituals that make them unique. Those conversations become the foundation of everything we create.
Once we understand their story, we build a narrative around it through mood boards, concepts, and experiences that feel authentic to them.
If a couple is consciously looking to make sustainable choices, we naturally weave those into the planning process, whether that’s collaborating with local artisans, using reusable décor elements, selecting thoughtful gifting options, or minimising unnecessary waste.
Even when sustainability isn’t a specific priority for our clients, we still try to make better choices behind the scenes by planning efficiently, reducing excess, and encouraging alternatives that are just as beautiful but more thoughtful.
Ultimately, our role isn’t to persuade couples to have a certain kind of wedding. It’s to create a celebration that genuinely reflects who they are. If we can make that experience a little more conscious without compromising on beauty, emotion, or celebration, I believe that’s a wonderful outcome.
The wedding industry is often associated with excess and waste. What are some common misconceptions about sustainable weddings, and how do you help clients embrace eco-friendly celebrations?
One of the biggest misconceptions is that sustainable weddings require compromising on luxury, creativity, or the guest experience. In reality, sustainability isn’t about doing less; it’s about making more intentional choices.
Another misconception is that conscious weddings have to follow a fixed formula. Every couple is different, and so is every wedding. For some, sustainability might mean supporting local artisans. For others, it could involve reducing single-use elements, repurposing décor across events, choosing thoughtful wedding favours, or simply avoiding things that don’t add meaningful value.
I also believe couples today are far more aware than they were a few years ago. They’re asking better questions, thinking beyond aesthetics, and looking for ways to make their celebrations more meaningful.
Our role isn’t to overwhelm them with a checklist. It’s to present thoughtful alternatives, explain what’s possible, and allow them to choose what feels right.
At The Wedding Toli, conscious choices aren’t a trend or a rulebook; they’re an opportunity to create celebrations that are not only beautiful but also meaningful. Even a few intentional decisions can make a remarkable difference.
Supporting local artisans, women-led businesses, and NGOs is a core part of your vision. How has this approach created meaningful social impact, and are there any stories that have particularly touched your heart?
For us, supporting local artisans, women-led businesses, and community organisations isn’t about ticking a box; it’s about recognising incredible talent and creating opportunities through weddings.
One story that’s especially close to my heart comes from a wedding where the bride was deeply committed to making meaningful choices. We collaborated with a Delhi-based NGO that works with girls who are non-verbal and hard of hearing. We sent them natural leaves, which they hand-painted with beautiful artwork. Those painted leaves were transformed into a stunning photobooth installation.
What made it truly special wasn’t just the installation itself, but the story behind it. We placed a note beside the display explaining who had created it and why. Guests didn’t simply stop for photographs; they paused to read the story, appreciate the craftsmanship, and connect with the people behind the artwork.
It became more than décor. It became a conversation.
Similarly, at one of our weddings, nearly 90% of our vendor partners were women-led businesses. It wasn’t something we planned to showcase it simply reflected the incredible network of talented women we had built over time.
Moments like these remind me that weddings can celebrate much more than two people. They can celebrate communities, craftsmanship, collaboration, and purpose.
Every couple has a unique story to tell. Can you walk us through your creative process for designing weddings that are deeply personal while also encouraging thoughtful and conscious choices?
I genuinely believe every couple has a story worth celebrating. For me, personalisation goes far beyond choosing a colour palette or adding initials to the décor.
Our process begins with a detailed questionnaire, followed by long conversations not just about the wedding, but about the people at its heart.
We want to know the music they love, the places that hold cherished memories, the traditions that matter to their families, the little quirks that define their relationship, and even the stories their loved ones still laugh about. Those conversations reveal far more than any Pinterest board ever could.
From there, we build a narrative that becomes the foundation of the entire celebration. Every design decision, experience, and creative element stems from that story.
As the vision comes together, we naturally look for opportunities to incorporate thoughtful choices, whether it’s working with local artisans, repurposing décor across functions, or introducing meaningful details that reduce unnecessary excess.
At the end of the day, I don’t want guests to remember just the flowers or the décor. I want them to walk away saying, “That wedding felt so much like them.” That’s when I know we’ve created something truly memorable.
As a woman entrepreneur building a brand in the wedding industry, what challenges have you faced, and what leadership lessons have shaped your entrepreneurial journey?
Entrepreneurship is far less glamorous than it often appears. Behind every beautiful wedding photograph are months of planning, countless decisions, and an entire team working tirelessly to bring a shared vision to life.
One of my biggest lessons has been that leadership isn’t about having all the answers. It’s about building a team that shares your values, trusting people with responsibility, and creating an environment where everyone feels invested in delivering the best possible experience.
I’ve also learned that every wedding teaches you something new. No two couples are the same, no two families are the same, and no amount of experience can replace the importance of listening.
Being a woman entrepreneur has reinforced the value of meaningful relationships. This industry thrives on trust with clients, vendors, artisans, and your own team. I’ve been fortunate to collaborate with many talented women building remarkable businesses of their own.
Those experiences have shown me that success doesn’t always have to be competitive; it can be collaborative.
If there’s one lesson that’s stayed with me, it’s that consistency matters far more than perfection. You don’t build a reputation through one spectacular wedding. You build it by showing up every single time, doing honest work, and giving every celebration the same level of care.
How do you see weddings evolving over the next few years, and what changes do you believe will shape the future of more conscious celebrations?
The wedding industry is evolving on multiple fronts. Technology is making planning smarter, communication more seamless, and guest experiences more interactive than ever before. From AI-powered planning tools and digital guest management to immersive experiences, technology will continue to transform how weddings are planned.
However, I believe the biggest evolution will come from the mindset of couples themselves.
Today’s couples are far more intentional. They’re asking different questions. Instead of simply wanting the biggest celebration, many are thinking about how they want their wedding to feel, what they want their guests to remember, and which traditions genuinely matter.
I also see more couples embracing local craftsmanship, supporting homegrown businesses, exploring thoughtful gifting, and finding creative ways to reduce unnecessary waste without compromising on the overall experience.
While technology will continue to shape the planning process, it will never replace the human side of what we do. Weddings are, and always will be, about people, emotions, and memories.
No matter how the industry evolves, I believe the celebrations that leave the strongest impression will always be the ones that feel authentic to the couple. If we can combine that emotional connection with more thoughtful choices, I truly believe that’s the future of weddings, and it’s a future I’m excited to be a part of.
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