Founding Principles with Alice Wilkes

Brands of Tomorrow is Walpole's business mentoring programme for emerging luxury brands. Over the course of a year, we take up to 12 carefully selected, early-stage brands through a twelve-month programme of workshops and professional mentoring that will help develop their business skills and set them on a path to growth. Discover all of our Brands of Tomorrow 2025 here

Walpole: What is your career background – and how did that lead to launching your company? 

Alice Wilkes: My career began in luxury fashion events, where I worked on shows such as London Fashion Week. It was here that I developed my eye for aesthetics and the power of storytelling through design. From there, I moved into the world of luxury concierge, where I turned my hand at private events for their members. This led me to work with ultra-high-net-worth-individuals to deliver luxury events across the globe. In 2019, I founded Alice Wilkes Design with the aim of pushing creative boundaries and reimagining what weddings and events could be, working with my tight knit team of skilled producers and my black book of trusted global suppliers.   

Tell me about your company… 

We are a London-based luxury wedding and events agency that designs celebrations for clients all over the world, who are seeking show-worthy moments with exceptional planning and logistics. We are known for our bold, design-led approach and we believe in design without compromise, where every detail is intentional and considered. We use our extensive skills across design, planning and management to deliver weddings and events full of personalised details, and must-see moments.  

Why was launching this company important to you? 

Whilst I gained experience in the world of brand events, private events and high-net-worth clients, I learned the crucial importance of attention to each and every detail. Launching my own agency has allowed me to offer in-house design as well as expert planning, to deliver exceptional events without compromising on any details, which is very important to me.

How does your company represent the future of British luxury? 

The future of British luxury is defined by the talent that is cultivated here. As an in-house design studio we take pride in working with the very best artisans and craftsmen across the UK and globally, to deliver large scale events that champions the unparalleled skills of these vendors. Thanks to our extensive and well nurtured supplier network, our approach is deeply personal and no two events are ever the same.

What’s an important value for you that you’ve ensured is part of your business? 

Thoughtful, considered design lies at the heart of everything we do, to always ensure a unique event that resonates with our clients and their guests. Staying true to quality and trusted suppliers as a foundation to delivering these experiences means clients are beyond thrilled with the end result and recommend our services to their inner circle.

Tell me about an obstacle you’ve experienced in establishing your business, and how you overcame it? 

Creating a small and reliable team has always been a priority of mine to ensure we work together in a collaborative and efficient way. Together, we have built a culture of excellence and trust, which directly reflects in the work that we deliver for our clients.

What is your ultimate goal for your business?

We’ve built a strong reputation for exceptional events in the UK and across Europe. With a growing number of US enquiries, we see an opportunity to become a leading force in destination weddings and luxury events both stateside and internationally. 

What’s a key piece of advice you’d share with another entrepreneur that you’ve learned or been given on your journey?

One of the most powerful lessons I’ve learned is the importance of building a reliable and trustworthy team. Surrounding yourself with people who are not only skilled but also aligned with your values and committed to your vision makes all the difference. This mindset has helped me build a business that feels authentic, sustainable, and collaborative and has allowed me to scale while still maintaining the highest level of service for our clients.