Episode #29: "The Episode We Had to Record Twice" (Featuring J.Starr Lead Planner, Alicia Armijo)
Episode #29: The Episode We Had to Record Twice (Featuring J.Starr Lead Planner, Alicia Armijo)
More Than Just a Wedding
In this episode, Jennifer Starr sits down with Alicia Armijo, Lead Planner at J.Starr Wedding Company, for a candid, behind-the-scenes conversation about what it truly means to be a wedding planner—and what most people never see on a wedding day.
Alicia shares how her journey with J.Starr began after being introduced through a wedding photographer and friend, which eventually led to an internship that evolved into a long-term career spanning more than seven years. Since then, she has helped produce 86 weddings (and counting) alongside the J.Starr team, while also navigating major life milestones and professional growth within the company.
The conversation explores the evolution of wedding planning, both in practice and in perspective. Alicia reflects on why she was drawn to the industry in the first place: the opportunity to be part of someone’s most meaningful day and to contribute to an experience centered on joy, connection, and celebration.
A key theme throughout the episode is the unseen complexity of wedding planning. Alicia describes the constant work that happens long before the wedding day—managing communication, coordinating vendors, following up on details, and ensuring every piece of the puzzle comes together. On the wedding day itself, her role shifts into real-time execution and protection of the client experience, anticipating needs before they arise and absorbing stress so the couple does not have to.
Jennifer and Alicia also discuss what separates a good planner from a great one. While a good planner executes logistics, a great planner actively protects the couple’s experience. That includes managing emotional energy, reading the room, navigating vendor dynamics, and ensuring that couples feel present rather than overwhelmed. Experience, they note, plays a critical role in developing that level of intuition and confidence.
The episode also touches on the physical and emotional intensity of wedding days, including the mental recovery often required afterward. Alicia and Jennifer discuss how wedding days are fast-paced, highly detailed, and emotionally charged, often leaving planners with what they describe as a “wedding hangover”—a period of exhaustion and decompression following an event.
Despite the intensity of the work, Alicia shares what continues to ground her: a love for people, a strong ability to read situations and energy, and a commitment to making sure every person involved in a wedding day feels seen, supported, and valued. She also highlights the importance of teamwork and trust within the JSTAR team culture.
Toward the end of the episode, Alicia offers simple but powerful advice for couples: stay together on your wedding day. Be present with each other, avoid getting pulled in different directions, and focus on the experience you are creating together.
Jennifer and Alicia close the conversation by reflecting on what matters most. While details, logistics, and execution are important, the heart of a wedding is the relationship at its center. A wedding is not just an event—it is a transition, a memory, and the beginning of a marriage.
This episode is a reminder that wedding planners do far more than manage timelines. They carry responsibility, anticipate needs, protect experiences, and ultimately help couples stay grounded in what matters most on one of the most significant days of their lives.