Whimsical Celebrations – purpose-driven event planning

Chris Rugowski

Contributor

February 23, 2026

NEENAH – From corporate gatherings to community celebrations, Jessica Williams of Whimsical Celebrations said she knows a thing or two about how to throw an event that works. 

With more than three and a half years of professional experience serving the Fox Valley and Lakeshore areas, Williams said she manages everything from logistics and rentals to full-scale planning – so clients can focus on enjoying the moment.

Planning comes naturally

Williams said her passion for event planning dates back to middle school.

Looking back, she said every role she’s held – both paid and volunteer – has reinforced her love for bringing people together and celebrating others.

Never one to shy away from a challenge, Williams said she spent nine years in the military before going on to serve the State of Wisconsin for six years as Secretary of the Department of Veterans Affairs, advocating for veterans statewide.

“I’ve held a lot of positions in all categories,” she said. “I think that has helped me be able to work with people, understand different scenarios and have a different perspective – which is extremely important when I host an event or I am a day-of coordinator, because you’re dealing with all the guests and whatever situations may arise.”

Planning – and pivoting – Williams said, comes naturally to her.

After losing her job due to budget cuts and political changes, she said she pushed ahead – hosting an art-themed celebration that has since become an annual event.

“Everyone wore white [clothes that] we tie-dyed with squirt guns, painted [them] – it was one of my best events,” she said. “Adults and children were both enjoying themselves. One person asked me, ‘Why don’t you do this full-time?’ [But] I wasn’t sure if it would be financially capable.”

However, since her full-time job at the time wasn’t a good fit, Williams said she decided to take a chance.

Within six months of creating a name and logo, Williams said she realized the business could work – though juggling the two full-time jobs became increasingly difficult, ultimately pushing her to make Whimsical her full-time focus.

Though this career path was never part of her plan, she said she has been fortunate to explore diverse experiences – from college and the military to roles she carved out through her determination.

“Looking back, I can see that entrepreneur-minded person,” she said. “Now, I can honestly say I don’t think I can go back to a 9-5.”

Williams said Whimsical gave her a purpose-driven life, though at the same time, she acknowledges the challenges that come with running her own business – particularly around pricing and setting boundaries.

But now, in year four, she said she feels she’s learning to be more mindful and balanced in managing her business.

“I’m very thankful for the path I took,” she said. “Everything, whether it’s a high or a low, has gotten me here, and there’s no way I could’ve created Whimsical without the background and the jobs I’ve had. It’s given me something different, and it’s really cool to call it my own.”

Williams said an effective planner helps reduce stress for clients, taking care of the details and guiding them in the best direction by seeing the big picture – almost like an aerial view.

“In many ways, we’re like general contractors – we handle the back and forth, the emails, the phone calls,” she said. “We are giving you back your time.”

Another key element beyond planning, Williams said, is hosting, also known as day-of coordination – something she emphasizes to show clients why it’s so valuable.

As a planner herself, Williams said she has organized events down to every detail, only to find she didn’t get to enjoy the company of her guests.

“When you do it all, you don’t even get to have a conversation with them, you’re refilling beverages, food and so on,” she said. “When you have a day-of coordinator, they’re dealing with it all… [A day-of coordinator] allows your brain and your body to be free with your family, friends or guests.”

Grow and pivot

When she started the business, Williams said her original focus was on helping elevate life’s special moments, but she quickly realized that adaptability is key for a small business to thrive.

That realization, she said, first led her to leverage Facebook to find new opportunities – including the demand for officiants and day-of coordinators she observed in wedding posts.

Williams said this new direction allows her to focus on the aspects of a wedding that are often overlooked – but are critically important.

“Day-of coordinating is being able to execute everything that the wedding couple planned,” she said. “I [am on site] from set up to tear down, solving problems and greeting people. I think there’s some unique niche there because it isn’t necessarily the tasks, it’s my personality. It’s me looking around and seeing what needs assistance and pulling it off without causing a scene.”

Williams said her current challenge is capacity, as she can only take on so much.

However, she said the goal is to grow Whimsical enough to bring on a few staff members.

Another area of growth, Williams said, is decor and linen rentals – where she offers restaurant-grade linens and napkins so clients don’t have to purchase and resell them. 

She said she is also developing a few offerings that generate income while remaining personalized.

The first, Williams said, centers on full-package experiences with customization applied to each event, including:

• Date Night by Design
• Murder Mystery
• Wine & Craft Night
• Proposal Planning
• Create & Celebrate

Williams said the second offering is what she calls “Party in a Box” – which is designed for baby showers, bridal showers and birthday parties.

The concept, she said, allows clients to choose from a variety of themes, with everything needed for the celebration available in one convenient rental package.

Williams said the boxes are reusable, sustainable and affordably priced, making them accessible to anyone.

Managing these newer aspects of the business, she said, complements her ongoing work in family reunions, anniversary parties and large conferences.
“I have a lot of experience there as well, because I used to do it for the State of Wisconsin,” she said. 

Network Nexus

Williams said she credits much of Whimsical’s growth to the community and the launch of her second passion – Network Nexus.

An inclusive networking group serving the region from Green Bay to Fond du Lac, Williams said Network Nexus focuses on helping businesses, nonprofits and organizations thrive.

Though she initially hosted themed in-person events, she said she later had to take a step back to focus on other business priorities.

However, she said she plans to bring those events back in 2026.

Williams said Network Nexus – which, at present, is 1,200 members strong – is free to join and serves as a platform for small businesses to promote their services, connecting with other businesses and community members committed to helping businesses, nonprofits and organizations thrive.

Though maintaining an online presence on Google and Facebook is important, Williams said referrals and tags from past clients and other business owners can be even more valuable.

“That’s just as good as Google reviews, and I don’t just appreciate it, I pay it forward,” she said. “I’ve met a lot of people, [but] I can’t do it all, and I don’t see everything because of algorithms. I do my best to always share and contribute to other businesses, whether I’m hiring them myself or recommending them, and that is true partnership and networking.”

To learn more about Whimsical Celebrations, head to whimsicalcelebrationsllc.co.