“I had a moment of weakness on the Glossier website – not sure why I thought I needed a whole new set of makeup during lockdown – #selfcare?” Francesca Mash, Creative Director of Primrose Weddings + Events on an unusual purchase she’s made in lockdown
With a background in high profile event management, Francesca Mash – the Creative Director behind luxury wedding planning brand, Primrose Weddings + Events – is quite the planning force to be reckoned with. Meticulously organised with a set of unique, luxury styling skills, Francesca is the woman you want on-hand when it comes to planning your special day. Offering a truly bespoke service (and only working with a limited number of clients per year) she is a creative spirit highly devoted to helping her clients curate the wedding of their dreams. I managed to catch up (digitally, of course) to get the lowdown on her lockdown…
#1 We’ve just gone into Lockdown 3. In three words, describe how you are currently feeling…
“Optimistic, focused, mindful.”
#2 Talk to us about your usual daily routine for your business and how this will change in lockdown…
“I run Primrose from my studio at home, so lockdown has not changed too much about my day-to-day routine.
My day always starts with a coffee, yoga (this is new for lockdown 3) and a look through my ‘to-do’ lists. I absolutely love stationery, and think the best ‘to-do’ lists are written in gorgeous notebooks!
The ‘to-do’ list has stayed largely the same – creating exciting proposals for new enquiries, and supporting couples with their planning. The major change to this however, has been to my client and supplier meetings. These are my favourite part of any week and although by lockdown 3 we’ve all got the hang of video calls, I long for when we can get back to doing these in person.”
#3 How will/does lockdown impact your business, and how can people (brides/the wedding industry) support you throughout?
“The impact of lockdown on Primrose has been fairly significant. Having only established the business recently, I had so many hopes for 2020 and with things as they are; things do feel so on hold.
More importantly though, I absolutely love love – so to see so many couples unable to celebrate, having to make difficult decisions about their plans, and facing so much uncertainty during what should be such an exciting time is heartbreaking.
While we wait for things to get positive again, I’m working away in the background getting Primrose in the best place it can be, ready for what I hope will be a really positive future and preparing to mark freedom with some truly beautiful weddings.
In terms of support – I think I’d just ask everyone to continue with what they’re already doing. The industry has been so incredibly supportive and I really do feel part of a community. And couples – who have been so resilient throughout everything which keeps me positive and motivated.”
#4 Name three small businesses on Instagram you are supporting or would like to support more…
“I absolutely love all the accounts I follow on the Primrose Instagram. If I had to choose three that I find particularly inspiring, it would be; Makeup by Feebz; Suzie Slipper and Raven & Ryegrass. I’ve had the chance to work with each of them in the last year, and I cannot wait to be able to collaborate with them again very soon – bring on freeeedom!”
#5 Favorite lockdown snack?
“My favourite lockdown snack has to be tropical trail mix – who knew dried bananas were so amazing?!”
#6 What’s your most recommended lockdown pick-me-up when you’re feeling down during lockdown?
“My ‘go-to’ for an instant lockdown pick-me-up is music! I have a playlist of super motivating songs that never fail to cheer me up. Oh, and walking. This is a fairly new habit of mine, but I find even after a quick 15 minute walk, I feel so refreshed!”
#7 What’s the item you can now NEVER find in the supermarket (and consequently dreamt continuously about) during lockdown?
“Those gorgeous little pickles from Wagamamas. That’s partly because I’m dreaming of going out to eat again but also because no matter how hard I try, I can’t recreate that Wagamamas magic!”
#8 Name a dinner/meal or beverage choice you feel might bring someone joy to their lockdown life…
“Sweet potato lasagne. We recently came across this recipe (by Love & Lemons) which uses sweet potato instead of pasta sheets and honestly, you wouldn’t know it wasn’t pasta!”
#9 Talk us through what’s new at your brand…
“Sustainability. It’s something I’ve always been mindful of, but moving forward I am going to take a more sustainable approach to planning – working with local suppliers, using local produce and products and identifying opportunities for my couples to select more sustainable options in their planning.”
#10 What’s your lockdown outfit most days? Have you, say, developed an unhealthy attachment to the elasticated waists of your leggings like myself?
“Now, these are new for lockdown 3. I’d made a point of avoiding tracksuits in the past but now don’t why I didn’t buy one sooner. My current favourite is a knitted tracksuit from Zara – it’s warm and comfortable (and hopefully a little bit stylish?).”
#11 What series have you now completed on Netflix/Amazon Prime etc.? Any recommendations?
“Normal People. It’s just really captivating and real.”
#12 The person(s) you will hug first when social distancing is no longer in place?
“My mum! We recently moved to West Cork in Ireland and not being able to hug her when we left was heartbreaking. I cannot wait to get home and give her the biggest hug ever!!”
#13 An act of kindness towards you that you’ve really appreciated during lockdown?
“A care package from my best friend who is the most amazing baker – she sent brownies and peanut butter cookies which we demolished in about a minute.”
#14 For a little Instagram-escapism and positivity, what account would you recommend?
“Dimora Delle Blaze – a stunning venue in Italy.”
#15 Name three things the lockdown has made you grateful for:
“Health, the outdoors and time.”
#16 Which restaurant will you dine at first once restrictions are lifted again?
#17 What would be your five film recommendations to watch during lockdown…
“The Devil Wears Prada
The Godfather (if you’ve not seen it, read the book first – too good!).
The Biggest Little Farm
Secret Lives of Others
My Big Fat Greek Wedding”
#18 What book would be top of your lockdown book list?
#19 Name an odd purchase you’ve made during lockdown…
“I had a moment of weakness on the Glossier website – not sure why I thought I needed a whole new set of makeup during lockdown – #selfcare?”
#20 The best gift you received this festive period?
“A road bike! It’s an upgrade from my old Dutch bike, and it’s really great for keeping fit and exploring the local area.”
#21 Name a brand you would love to collaborate with…
“Liberty Lane Flowers – they’re all about organic, stylish and refined floral design which I love. And Jennie has to be one of the loveliest people I’ve met.”
#22 What’s your advice to lockdown brides?
“My advice for couples planning during lockdown would be in two parts:
Firstly – really think about what it is you want from your wedding day. Discuss as a couple what elements are key to you and let this guide your planning. Whether you marry during or after lockdown, what’s important is that it’s what feels best for you.
Secondly – work with your suppliers. We’re an industry that loves love and are here to support you in creating a beautiful event however you decide to celebrate.”
#23 Your favorite beverage?
“It has to be a proper cup of coffee, made in a cafetiere. I’m currently loving a brand local to us in Cork called Velo Coffee.”
#24 Name your favorite magazine to curl up with…
“It’s been such a long time since I last curled up with a magazine. I think it would be something full of gorgeous wedding inspiration like The Wedding Collective Annual.”