The New Era of Luxury Weddings: A Q&A with Muriel Saldalamacchia
We recently had the opportunity to speak with Muriel Saldalamacchia, a leading luxury wedding planner, about the profound impact of Gen Z on the wedding industry.
Known for crafting bespoke celebrations across Europe, Muriel offers a unique perspective on how this new generation is prioritizing values over aesthetics, reshaping traditions, and leveraging technology to create more purposeful and authentic celebrations.
Here is what she had to say about the new era of wedding planning.
How is Gen Z shifting the approach to luxury wedding planning compared to previous generations like Millennials?
Gen Z is fundamentally shifting luxury wedding planning from an aesthetic-driven model to one rooted in values.
The question is no longer "Will this photograph beautifully?" but rather "Does this reflect who we are and what we believe?"
This shift is here to stay - every generation after them will expect the same level of intentionality and ethical consideration.
Image: Photo Valéry Villard - Planner Muriel Saldalamacchia
What is Gen Z's primary expectation when it comes to communication with their wedding planner?
They expect instant and transparent communication. They want real-time updates via WhatsApp, not formal email chains.
I’ve integrated digital-first planning tools that give couples 24/7 access to budget breakdowns, vendor selections, and timeline updates.
They demand this level of transparency while still expecting white-glove luxury service. They’re not DIY-ers - they’re informed luxury consumers who want to understand every decision without having to make it themselves.
Image: Valery Villard Photography - Planner Muriel Saldalamacchia
You mention Gen Z wants "authentically imperfect weddings." What does that look like in practice, and how does it differ from a Millennial wedding?
Millennials wanted their weddings to be Instagram-perfect; Gen Z wants theirs to be authentically imperfect - yet still curated.
Millennials embraced trends like rose gold, mason jars, and barn venues. Gen Z, however, rejects trends in favor of meaningful decisions that reflect their values.
Where Millennials might spend €50,000 on flowers, Gen Z will spend €30,000 on locally sourced, seasonal arrangements and direct the remaining €20,000 toward offsetting their guests’ travel emissions.
Image: Valery Villard - Planner Muriel Saldalamacchia
How do Gen Z couples strategically use technology in their planning process?
They want control over the values-driven decisions - vendor ethics, sustainability practices, inclusivity measures, but prefer automation for the logistics.
They might personally research whether a florist pays living wages, yet expect automated guest communication systems.
They’re also the first generation to fully embrace AI tools in wedding planning. I’ve had Gen Z clients use AI to generate initial seating charts, then refine them themselves based on family dynamics. They view technology as a way to free up time for what matters most.
Image: Kristine Grinvalde Photography - Planner Muriel Saldalamacchia
How are Gen Z's values, particularly around sustainability and ethics, influencing their vendor choices and budget decisions?
Gen Z couples want to know a vendor’s sustainability practices, labor policies, and community impact before they even look at their portfolio.
I now provide 'vendor value reports' alongside traditional proposals—detailing each vendor’s ethical practices, diversity initiatives, and environmental footprint.
What’s revolutionary is their willingness to pay a premium for these values-aligned choices. A Gen Z couple won’t hesitate to spend €15,000 on an ethically sourced ring instead of €10,000 on a traditional diamond. They approach wedding budgets like investment portfolios, measuring impact in values alignment rather than aesthetics alone.
Image: Valéry Villard Photography - Planner Muriel Saldalamacchia
Do Gen Z couples reject traditions, or do they simply redefine them?
They don’t view traditions as sacred - they see them as optional starting points. They’ve grown up questioning institutions, so why would weddings be any different?
They’re not rejecting tradition out of rebellion; they’re curating the traditions that align with their values while creating new ones that reflect their reality.
I’ve planned weddings where couples donated their centerpiece budgets to refugee organizations, replaced traditional favors with charitable contributions, or even incorporated activism into their vows. They see their wedding as a platform for their values, not just a party.
Image: Flora & Grace Photography - Planner Muriel Saldalamacchia
How do Gen Z couples balance the desire for authentic, intimate moments with the pressure to create social media content?
They are highly strategic about content creation. They plan both intimate, phone-free ceremonies and designated times for content capture.
They understand the difference between performing for social media and sharing genuine joy.
Image: Kristine Grinvalde Photography - Planner Muriel Saldalamacchia
