Lori Capullo | 2/1/2011

Aime Dunstan, 28
President, It! Weddings & Events, Palm Beach

[Photo: LILA PHOTO]

The former event planner for Café Boulud in Palm Beach and one-time features reporter for the Palm Beach Post (she's still a freelance writer on the side) got her first taste of event planning as a volunteer for the American Red Cross and Historical Society of Palm Beach County. "I found similarities in publishing and event planning, such as attention to detail, strong relationship-building skills and a certain amount of grace under fire." So in October 2009 she formed It! Weddings & Events.

Planning packages begin at $3,500 and range from "Celebration" ("a helping hand on an hourly basis," Dunstan says), which has a 35-hour minimum, to "Gala" ("We pretty much become your slaves with a smile — no limits"). Her keys to wedding planning success? "Flexibility, and tailoring our agreements to meet the specific needs of each client."

Expense Report: "I'm currently reviewing proposals for an upcoming wedding at Mar-a-Lago that range from $90,000 to $150,000 — this is for flowers, table linens, candelabra and minimal lighting. That doesn't include food and beverage, music, invitations and the gown. But for Palm Beach, this is not the whole nine yards — maybe just seven or eight."

Kid Gloves: The company keeps a nanny "on speed dial" in case a guest didn't get the memo that children aren't invited.

Must Be the Heat: "On any given weekend in Palm Beach, there are probably 10 weddings going on. I think Florida is second only to Texas in the number of weddings held each year."

Price Range: $3,500 and up