Small Business Spotlight: Storybook Love Events brings personalized wedding planning to South Dakota couples

For more than 16 years, Jenny Savage (pictured above) has helped couples turn their wedding dreams into reality. Today, the Lennox-based business owner is expanding her reach across South Dakota through her newly rebranded company, Storybook Love Events.

Savage, owner and lead wedding planner, recently relaunched her business under its new name to better reflect its primary focus—helping couples create memorable and meaningful wedding celebrations.

“I have been a wedding planner for 16 years, originally starting in Colorado and moving back to South Dakota in 2013,” Savage said. “I just re-launched the business with a new name, originally Plan to Party, to highlight our focus on weddings.”

What began as a one-person operation has steadily grown over the years. After spending her first 12 years working independently, Savage hired her first assistant in 2022 and added additional planners in 2023 and 2024. Today, Storybook Love Events operates with a team of four planners serving couples throughout the region.

The company offers a range of wedding planning services, including full-service planning, partial planning and wedding coordination, often referred to as day-of coordination. Savage has also developed a unique service called the “Wedding Whisperer,” which provides 90 minutes of direct guidance and support for brides who may not want to hire a planner but still have questions or need expert advice.

“Our focus on genuine connection and exceptional communication allows us to help couples create joyful, authentic and beautiful celebrations,” Savage said.

In addition to personalized planning services, all Storybook Love Events packages include complimentary access to Savage’s décor inventory and full-day wedding coverage, typically from 8 a.m. until midnight.

One of the company’s most popular offerings is its partial planning package, which bridges the gap between full-service planning and coordination.

“It gives couples all the benefits and support of coordination with a few additional perks, including help hiring two vendors and design services from my full planning package,” Savage explained.

As the business has expanded, Savage said maintaining the same level of personalized service that originally set her apart has been one of her greatest challenges.

“My biggest challenge has been growing my business—both by serving more couples and hiring help—without sacrificing the personal connection, attention to detail and care that distinguished me as a planner,” she said.

Helping achieve that goal is a team of planners with diverse backgrounds and strong ties to the local community. The Storybook Love Events team includes Emily Rust, a newlywed and mother; Lakyn Muilenburg, a Sioux Falls entrepreneur; Shawna Jorgensen, a former client who enjoyed working with Savage so much she joined the team; and Ashlyn Dumas, a Lennox High School graduate who originally worked as a babysitter for Savage’s family.

Looking ahead, Savage hopes to continue growing the business throughout eastern South Dakota while expanding into new markets.

“We are excited to continue to grow our business in the local area, serving more couples, and I have also started to offer services in the Black Hills region,” she said.

While her business serves couples across the state, Savage appreciates calling Lennox home.

“I have loved being a part of a small, safe community where my children can learn and grow, while still being close to the amenities of Sioux Falls without living in a big city,” she said.

For more information about Storybook Love Events, visit Storybook Love Events or follow the business on Instagram at @storybookloveevents.