A true reference in the bridal world and an inspiration to everyone who follows her.
Jen from Green Wedding Shoes has a passion for weddings that overflow with essence
and personality — plus incredible tips and so much more!
An interview filled with inspiration.
Jen, tell us a little about yourself and the creation of Green Wedding Shoes... was your forest wedding in Milwaukee a decisive moment?
“Absolutely! My forest wedding was the moment that changed everything. I was working as a corporate art director, planning my own wedding, and I kept finding the same cookie-cutter inspiration everywhere I looked. I wanted something different—something that felt like us. So Jason and I created this intimate, whimsical celebration in the woods, and it was so personal and magical that I thought, "There have to be other couples out there who want this too!" Green Wedding Shoes was born from that desire to showcase weddings that broke the mold and celebrated real love stories with personality and heart.”
What has been the best part of working with your husband Jason on this joint project? And the biggest challenge of working so closely together professionally?
“The best part? We're literally building our dream together every single day. We get to share every win, brainstorm over morning coffee, and celebrate milestones as a team. Plus, Jason's tech brilliance perfectly complements my creative vision—we're like the ultimate dynamic duo!
The challenge? Learning when to "clock out" and just be us. When you work and live together, the lines blur fast. We've had to be super intentional about protecting date nights and not letting every dinner conversation turn into a business meeting. It's a work in progress, but honestly, I wouldn't want to do this with anyone else.”
For Green Wedding Shoes it is important to encourage couples to have weddings that reflect their identity. Do you consider that your greatest differentiator?
“One hundred percent! From day one, GWS has been about celebrating authenticity over trends. We want couples to feel empowered to throw out the rulebook and create celebrations that actually mean something to them. Whether that's a backyard BBQ, a colorful maximalist bash, or an intimate elopement—if it feels like you, it's perfect. That philosophy sets us apart because we're not just showing pretty weddings; we're championing the idea that your wedding should be as unique as your love story.”
What has been the biggest challenge in transforming something that began as passion and inspiration into a full-time sustainable business?
“Honestly? Learning to think like a business owner and not just a creative. In the beginning, I was all heart and inspiration—I just wanted to share beautiful weddings! But building a sustainable business meant understanding revenue streams, SEO strategy, team management, and monetization. It required shifting from "What do I love?" to "What does my audience need, and how can I serve them while keeping the lights on?" That balance between passion and profit is real, but it's also what's allowed GWS to thrive for over a decade.”
You have many collaborations — what makes a partnership ideal for you?
“The magic combo: shared values + genuine excitement + mutual benefit. I want to work with brands and creatives who truly get our audience and aren't just looking for a quick promotional hit. Ideal partners respect our editorial voice, trust our creative instincts, and are as invested in creating something meaningful as we are. When collaboration feels like a natural extension of what we already do—and when everyone's bringing their A-game—that's when the real magic happens.”
Diversity and inclusion are values you mention — how do you apply them in the daily life of the blog and in your content and collaborator choices?
“It's baked into everything we do. We're intentional about featuring couples from all backgrounds, body types, gender identities, and love stories. We actively seek out vendors and collaborators who represent the beautifully diverse world we live in. It's not performative—it's about genuinely believing that every love story deserves to be celebrated and that our platform should reflect the real world. We're always learning and evolving, but representation and inclusivity are non-negotiables for us.”
Do you feel there has been an evolution in the wedding world when it comes to exploring couples' personalities and translating that into each celebration?
“Oh my gosh, YES! When I started GWS, the "wedding formula" was way more rigid. Now? Couples are rewriting the whole script. They're ditching traditions that don't resonate, incorporating cultural heritage in new ways, choosing unconventional venues, and prioritizing guest experience over stuffy formality. Social media has played a huge role too—couples see endless possibilities and feel empowered to create something totally their own. It's been incredible to witness (and champion!) this shift toward radical authenticity.”
Of all the weddings you've seen and shared on GWS, is there one you would define as "your favorite" — and why?
“That's like asking me to pick a favorite child! But honestly, my favorites are always the ones where you can feel the couple's personality radiating through every detail. ”
What does it feel like to know that you are one of the world's great references in the wedding industry and that you inspire so many people?
“Pinch me, right?! It's incredibly humbling and surreal. When couples reach out to say GWS helped them feel confident planning a wedding that felt like them—or when vendors tell us we've helped grow their businesses—that's when it really hits me. We've built something that matters to people during one of the most meaningful moments of their lives. That responsibility doesn't escape me, and it fuels everything we do. I'm just deeply grateful to have this platform and this community.”
If you could go back to the beginning, what would you say to the Jen who was still a corporate art director, before GWS?
“Girl, trust your gut and take the leap sooner! Stop waiting for the 'perfect' moment or the fully formed plan. Your weirdest, most authentic ideas are exactly what people need. Also, invest in good systems early. And maybe... enjoy a few more lazy Sundays before this becomes your whole life? Ahaha But seriously, you're about to build something incredible. Believe in yourself.”
Do you have any dream projects for GWS that you haven't accomplished yet — something you've always wanted to do but haven't had the opportunity?
“So many! There are definitely some exciting things brewing behind the scenes that I'm not quite ready to share yet, but let's just say we're always thinking about how to serve our community in new and meaningful ways. Whether it's expanding our creative vision into different formats, deepening our connection with couples and vendors, or exploring fresh ways to bring the GWS aesthetic to life—the dream list is long and evolving! I'm a firm believer that the best is yet to come, and I can't wait to reveal what we've been dreaming up when the time is right. Stay tuned!”
Jen, after inspiring so many weddings around the world, can you imagine one day bringing your creative vision to Portugal? It would be such an honor to welcome you here and show you why this country is becoming one of the most exciting wedding destinations in the world.
“Um, YES PLEASE! Portugal has been on my radar (and bucket list!) forever. The light, the architecture, the tiles, the coastal vibes, the food—it's basically a dream wedding destination waiting to happen. I would love to experience it firsthand, connect with local vendors and couples, and share that magic with our GWS community. Consider this my official "I'm so there!" Let's make it happen! .”