Every brand tells a story. And some people just get what it means to live and breathe that story, every single day.
That’s what my new business series "Brand in Focus" is about: celebrating the faces behind inspiring brands, sharing their thoughts, quirks, and values - and letting you peek behind the curtain of what it really means to build something deeply personal.
It’s less about the what and more about the who. Because in the end, your brand is you.
And today, we’re kicking it off with someone who’s been in front of my camera more than once. A woman whose words, presence, and laugh are pure sunshine: Simone from LOVELYWORDS.
The Woman Behind LOVELYWORDS
If you’ve ever been to a wedding that felt just right - heartfelt, warm, and beautifully real - chances are Simone had something to do with it.
As a wedding celebrant, speaker, and storyteller, she crafts modern ceremonies that sound and feel like the couple standing in front of her.
"I craft and deliver heartfelt, modern wedding ceremonies that sound and feel like the couple I’m standing in front of. My work is about storytelling - finding the words that turn emotions into something you can hold on to forever. In short: I turn love stories into spoken art."
It all started when she was planning her own wedding and couldn’t quite find a celebrant that resonated. So, she did what all great founders do. She followed that quiet nudge that said, ‘Maybe I’m meant to create what I can’t find.’
"It was the perfect blend of everything I love: writing, speaking, meeting fascinating people, and telling stories. When I got married myself, I couldn’t find a celebrant who truly resonated with me, and that’s when it clicked: maybe I should be the one to do this."
Ten Years, Countless Love Stories
Fast-forward a decade, and LOVELYWORDS has become a name known far beyond the Swiss wedding scene.
“It’s been a wild ride - ten years in the industry and several of those fully self-employed. I honestly never expected it to grow this much. It just kept getting bigger, better, and somehow even more fun.”
What makes Simone stand out isn’t just her way with words - it’s her calm energy and deep appreciation for beauty in all forms.
“Authenticity, honesty, reliability, calmness, a sense of ease - and a deep appreciation for all things beautiful.”
A Brand That Feels Like Her
For Simone, there’s no line between her life and her brand.
“I am LOVELY WORDS. There’s no separation - just one authentic voice, on and off the stage.”
That authenticity is something she brings not only to her work but also to how she shows up visually. When we created her personal branding photos, it wasn’t about posing or performing, it was about translating her essence into images that feel like her.
“Being photographed still isn’t my favorite thing in the world,” she admits with a laugh. “But I trusted that the outcome would be amazing - and that made all the difference. I felt calm, comfortable, and honestly… had a lot more fun than expected.”
When Confidence Meets Consistency
The results speak for themselves - or rather, they let her brand do the talking.
“They’re clear, honest, authentic, and beautifully straightforward - just like my brand. Nothing overstyled, nothing forced. Simply me.”
And that shift went deeper than aesthetics.
“The reactions have been fantastic. There’s stronger recognition, more consistency, and people immediately perceive the brand as high-quality. The images elevated everything - without me having to say a word.”
When I asked how she’d describe the experience of working together to someone who thinks a branding shoot is “just photos,” her answer was simple:
“It’s actually very simple: it’s worth it. The time is worth it, the investment is worth it, and the emotional energy you put into it is absolutely worth it. You’ll walk away wondering why you didn’t do it sooner - and feeling prouder than ever to show your face to the world.”
The Lovelies - Turning “Me” Into “We”
What once began as a heartfelt solo journey has grown into something even more beautiful: a team.
Simone’s “lovelies” - Fabienne, Romina, Debby & Georgina - bring fresh energy, new perspectives, and the kind of support that transforms the work of a wedding celebrant from a one-woman show into a shared creative rhythm.
They’re the people who turn quiet writing days into conversations, lonely travel hours into laughter, and big dreams into something you build together.
A little magic, a little sisterhood - and a whole lot of heart.
The Rhythm of Life & Work
Despite running a thriving business, Simone keeps her rhythm grounded. Sundays are sacred. She works with the flow of the seasons - less in winter, more in summer - and takes breaks whenever her soul needs them.
“Balancing it all feels nearly impossible when you’re a one-woman business, but I try to follow the rhythm of nature. Family vacations, city trips with friends, or a quiet afternoon at a café all help recharge my soul. Still practising saying NO more often, though.”
Her inspiration comes from the people around her - her community, her peers, and the couples she celebrates.
“The wedding industry - locally and internationally - is the most creative, inspiring playground I could ever wish for.”
Words to Live (and Work) By
When asked what she’d tell others building their own brand, Simone doesn’t hesitate.
“Don’t hide behind logos and stock photos. Be authentic. Show yourself. That’s the only way the right people will find - and trust - you.”
It’s the kind of advice she embodies herself - open, warm, and entirely unapologetic about who she is and what she does.
And that’s probably why she’s become one of my favorite human beings in front of the camera.
Because when someone loves what they do this much, you can’t help but want to capture it again and again.
A Newsletter That Finally Feels Like Her
A few years ago, Simone reached out because she wanted something many creatives dream of - a newsletter that felt effortless, intentional, and truly her. She had the voice, the ideas, the stories… but not the time or clarity to build the system from scratch.
So we built it together.
From the initial setup to the structure, templates, and workflow, we created a newsletter environment inside Flodesk that supports her the way she supports her clients, couples and work friends: with ease, beauty, and purpose.
Today, she sends out a monthly newsletter filled with brand updates, important dates, workshops, and a behind-the-scenes look into her creative world. What used to feel overwhelming now feels inspiring.
It’s quick to put together, fun to design, and fully aligned with her brand.
And the best part?
She finally enjoys writing it - because the system works for her, not against her.
If you’d like to explore how a personalised newsletter setup could support your own brand, you can learn more about my services here.
And if you want to see Simone’s newsletter magic in action, you can sign up to hers right here.
Explore Simone & Lovelywords More
The Brand in Focus project celebrates people who built brands that feel as good as they look.
It’s about authenticity, connection, and the beauty of showing up as yourself - unapologetically.
If you’re ready to show up as the face of your brand, let’s create something that feels like you.
Hi there friends, I’m Max.
The eye, the heart, and the brain behind MaxwellArt Photography.
Beyond photographing people and brands, I help creative entrepreneurs build businesses that feel more like them: authentic, connected, personality-driven, and clear in their message.
My Brand in Focus series celebrates the people behind the work - and if you want to bring more intention into your own brand and client experience, you’re in the right place.
Learn more about how we can work together here. ✨