About Ashley Smith Events

ASE is a team of experience-based designers specializing in destinations globally.

Luxurious yet relaxed events for design-centric clients. Our events are ‘real’, unfiltered, and made all the more beautiful by the personalities behind the events. Each of our clients inspires us with their journey and lifestyle. Our role is to effortlessly showcase and reflect the authenticity of their lives through their events.

Based in San Francisco, the team brings the uniquely Californian spirit of ease and experimentation to destination events around the world. From Sicilian villas to Colorado ghost towns, we transform spaces to create an unforgettable feel for our clients. We infuse each of our events with intention and style to achieve our clients' imaginations and exceed their expectations.

Behind The Brand

What was the initial spark for your brand, how did it all begin?

I began working in events around 2006 when I began working events in hotels. Weddings were a part of the event world I wasn’t familiar with. Around 2009 a friend of a friend asked me to help plan a wedding in Spain. I was less than eager to “plan a wedding”, until they sat me down and really explained what they wanted to achieve with their wedding. I ended up working with them and produced the wedding in 2010 in Guadalajara, Spain. It was a pivotal moment for me when I was on site and witnessing 400 guests and their 400 specific reactions to things happening around them (such as Spaniards crowd surfing the father of the bride). There was a spark and energy that didn’t exist in other events. I then realized that weddings opened up this entire world that also piqued my interest, from travel to hospitality to problem-solving, managing details, and working intimately with people. Real people.

What services do you offer couples?

We are a full-service luxury planning and design company. We offer wedding and event design services, wedding and event planning for destination events as well as full production. We often plan and design milestone birthdays, special events, and corporate parties and retreats. We love a good party.

How would you describe your aesthetic?

Overall tone/vibe: Edgy, Sense of Adventure, Luxury, Modern.

Luxurious yet relaxed events for design-centric clients. Our events are for those with a sense of adventure, made all the more beautiful by that fact that we help incorporate elements of that adventure into their guests’ experience. I help my clients’ events reflect the authenticity of their lives with designs that feel like them, but are also elevating their initial wishes and ideas.

As a planner or stylist, what are you inspired by at the moment in the world of weddings?

Currently, we are very inspired by high fashion and rich cultures. Lately, India for example, has been at the forefront for us.

What would you like to see less of?

We would like to see less blush. It is the Pantone color of the year, but it’s been overdone for far too long.

A styling/planning tip or two you’ve learned along the way that you’d give to any couple?

Do what feels authentic to yourself. A lot of people will give you input and opinions. If you’re excited or drawn to something, run with it. Listening to other people’s opinions and not following your desires are always the regrets we hear afterward.

Editor’s Notes

Why we love them…

Luxurious and relaxed? Those are two words we like to hear side by side, and this is the primary philosophy behind the team at Ashley Smith. Based on the belief that any occasion is made all the more special by the unique personalities behind it. Their personal commitment shows in every step of the details, from the full service planning, design and production all of which is done worldwide from the team based in California.

For the couple…

Those who are here to relax and enjoy the journey and every element on the way to the celebration itself. This is a team from an established event planning and luxury design background, every element of the day is planned to perfection with their eye for detail and styling expertise unmatched.