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 Vedika Singhal for an interview with Brilliant Read Media. To say further, Vedika is an Entrepreneur and Founder & Chief Planner at Ferris Wheel Diaries. Let’s learn more about her background, inspiring journey so far and her advice for our growing community!
Excerpts from our exclusive interview with Vedika:
Could you please talk us through your background and your journey?
I think my love for celebrations started when I was just 11 years old. I planned my parents’ wedding anniversary, and seeing their faces light up when everything came together perfectly – that feeling was magical. At 11, I obviously had no idea what I wanted to do professionally, but I knew I loved celebrating people, occasions, and finding reasons to bring joy to others. That spark never left me.
Fast forward to my early twenties – fresh graduate from the Symbiosis Centre for Media and Communication in Pune, armed with a marketing and advertising degree but still figuring out how to channel that love for celebrations into a career. What initially attracted me to the wedding industry wasn’t the grandeur, but the chance to create something deeply meaningful.
I stepped into this field during its formative years, when elaborate celebrations were gaining recognition, but I was captivated by how each wedding could capture the essence, connections, and narratives of the people celebrating. It reminded me of creating a film where love takes centre stage.
Those early years were about learning from scratch, navigating social and corporate events. The reality was far from glamorous – endless nights, forgotten meals, and solving problems in real-time. Yet these experiences taught me something invaluable: how to maintain composure during chaos while delivering excellence. I discovered that every beautiful moment has its share of behind-the-scenes complexity, and mastering that balance became essential.
Then 2020 arrived. As the world paused, I chose to begin. October 10th marked the quiet, intentional launch of Ferris Wheel Diaries – not with fanfare, but with purpose. Built from the ground up, we began with smaller celebrations and modest budgets, yet our mission remained unwavering: crafting weddings that were meaningful, deliberate, and flawlessly executed.
Across my 11-year journey, I’ve embraced multiple roles – confidant, strategist, creative problem-solver, and narrator. Today, our evolution spans from intimate gatherings to elaborate Indian celebrations and international destinations.
Throughout this growth, we’ve maintained our foundation: truly hearing our clients, recognising what holds significance for them, and allowing those insights to shape every choice we make.
‘Ferris Wheel Diaries’ is such a unique name; talk us through more about it, please. Our audience would also love to know what kind of problem you are solving?
The name captures something beautiful about both Ferris wheels and weddings – they’re both journeys through a spectrum of emotions. When you’re on a Ferris wheel, you experience this incredible cycle of feelings: the excited anticipation at the bottom, the growing butterflies as you ascend, that mix of thrill and nervousness at the peak, and the gentle satisfaction as you complete the circle. A wedding mirrors this emotional journey perfectly – for couples, families, and yes, even us as planners.
The ‘Diaries’ aspect reflects our core belief: we don’t simply organise weddings, we craft narratives. Each celebration becomes a story waiting to unfold, and collectively, they form chapters in our ongoing journey of creating meaningful experiences.
This philosophy shapes how we approach our work. We focus on creating celebrations that are deeply personal rather than merely impressive. Every corner of a wedding should reflect the couple’s authentic selves – their quirks, their love story, their values. We believe weddings should be significant not because of their scale, but because of how intimately they represent the people at their heart.
Today’s couples seek something beyond cookie-cutter celebrations. They want their day to feel unmistakably theirs, where guests don’t just attend an event but become part of a story.
This shift toward narrative-driven celebrations is where we excel – transforming personal moments into experiences that resonate with everyone present, creating memories that feel both intimate and extraordinary.
Despite the challenges, what keeps you going when things get tough?
I’m naturally drawn to connecting with people, and this work allows me to form bonds that go far beyond professional relationships. During the planning process, you develop such genuine connections with couples and their families – relationships so authentic that they feel comfortable reaching out at any hour, seeking advice on matters completely unrelated to weddings, sharing life’s little moments, or turning to you first during difficult times. These connections become the foundation of what makes this work meaningful.
What truly sustains me is witnessing those pure moments of joy – seeing couples and their families experience their deepest smiles and happiest tears. Knowing that I’ve helped create something so precious to them, something that will forever hold a piece of their hearts, is incredibly fulfilling. The trust they place in me and my team to be part of such a significant day in their lives is both humbling and energising.
The workload and obstacles are undeniably challenging, but these genuine human connections make every difficulty worthwhile. What keeps me going is simple – those radiant smiles, those tears of joy, and the privilege of knowing I played a role in creating moments they’ll treasure forever.
What are the three most important lessons you have learned in your life?
The first is embracing authenticity – remaining genuine to your core beliefs and values, even when it means taking the more challenging route. Being authentic creates trust, and trust forms the bedrock of meaningful relationships with clients, team members, and collaborators alike.
The second lesson centres on adaptability. Our industry, like the world around us, constantly evolves. Staying receptive to change, maintaining a learning mindset, and being prepared to adjust course when necessary has enabled me to transform obstacles into opportunities for growth.
The third lesson is about resilience and always having a backup plan. In this industry, things go wrong – it’s not a matter of if, but or when. I’ve learned that you can’t just have a Plan A; you need Plans B through Z ready to go.
Whether it’s sudden weather changes, partner issues, or unexpected family dynamics, being prepared for every possible scenario keeps you calm and confident. More importantly, never giving up when challenges arise has taught me that there’s always a solution if you think creatively and stay persistent.
These principles continue shaping my approach, influencing not only my work methods but also how I guide and develop Ferris Wheel Diaries as both a creative venture and a thriving business.
In your opinion, what are the keys to success?
Success, for me, comes down to knowing your purpose and staying curious about everything around you. You need to understand why you do what you do – that becomes your compass for every decision. Curiosity keeps you learning, growing, and finding new ways to do things better.
Building real relationships is huge. When you connect with people based on respect and genuinely wanting to help them, you create something lasting. We’ve learned that when you treat people as true partners instead of just vendors or clients, everything works better and grows more naturally.
Staying true to what matters to you while being open to change is essential. This industry has changed so much, and we’ve grown from small intimate weddings to international celebrations. But through all of that, we’ve kept our core belief that every celebration should feel personal and meaningful.
Doing the right thing, even when no one’s watching, makes all the difference. When you combine purpose, curiosity, commitment, and integrity, you don’t just achieve your goals – you end up inspiring others to chase theirs with the same passion and heart.
What advice would you give students and young professionals who want to have a successful career?
1) Welcome learning in every form it takes – classroom education, hands-on experience, and lessons from both successes and failures. Don’t be afraid to start small or take the unconventional path; often, those unexpected detours teach you the most valuable lessons.
2) Embrace two-way mentorship. While you’re learning from experienced professionals, remember that you bring fresh energy and unfiltered ideas that can challenge existing thinking. Don’t just absorb – contribute. Ask questions, suggest new approaches, and stay confident in your perspective. The best mentorship relationships are exchanges, not one-way streets.
3) Focus on collaboration over competition. This industry thrives on partnerships. Instead of trying to outdo others, think about how you can work together. Build relationships based on mutual respect and shared values. The people you work with early in your career often become your strongest network and biggest advocates.
4) Choose alignment over opportunity. Not every project or job is right for you, even if it seems impressive on paper. Look for environments where your values align with the work culture, where you can grow authentically, and where your contributions are valued. It’s better to build something meaningful than to chase titles or numbers that don’t fulfil you.
5) Stay open to challenging existing ways of doing things. The industry needs fresh perspectives. Don’t be afraid to question why things are done a certain way or to propose new solutions. Innovation often comes from people who aren’t yet convinced that “this is just how we do things here.”
6) Above all, maintain your integrity and don’t compromise your values for short-term gains. Your career is a marathon, not a sprint. The ability to listen, adapt, and keep moving forward – even when things get tough – will set you apart and help you build a career that’s both successful and fulfilling.
Last but not least, what about your journey makes it satisfying/exciting?
What truly makes this journey satisfying is the people – the couples who trust me with their biggest day, the families who become like my own, and the connections that go far beyond any single event.
There’s something magical about being invited into these intimate moments and knowing that you’ve helped create memories they’ll carry forever.
Every wedding brings something completely different and unexpected. One day, I’m working with a couple who want their celebration to look straight out of their fantasy land, the next I’m helping someone plan their haldi ceremony in the middle of an actual jungle. This constant variety keeps me energised and constantly learning.
But what excites me most is seeing the industry evolve. We’re moving away from cookie-cutter celebrations toward something more meaningful and personal. Being part of that shift, helping couples discover what truly matters to them, and watching other planners embrace this more intentional approach – that’s incredibly fulfilling.
The creative challenges never end either. Each couple brings their own vision, their own story, and finding ways to bring those stories to life through design, experience, and emotion is what makes every day different.
When you combine that creativity with genuine relationships and the knowledge that you’re helping shape some of life’s most precious moments, it becomes more than just work – it becomes a calling that I’m grateful to answer every single day.
BrilliantRead is committed to bringing stories from the startup ecosystem, stories that reshape our perspective, add value to our community and be a constant source of motivation not just for our community but also for the whole ecosystem of entrepreneurs and aspiring individuals.
Note: If you have a similar story to share with our audience and would like to be featured on our online magazine, then please write to us at [email protected], we will review your story and extend an invitation to feature if it is worth publishing.
