OCTOBER 2025 | 10 min read
How Minella Weddings Turned Likes into Bookings: A Hair & Makeup Artist’s Digital Glow-Up
All wedding-related services exist in a world where they only have one shot at making the first and best impression possible, from photographers to make-up artists, it isn’t often you have a client dealing with one of the biggest days of their lives.
For Nicola Schuller, this has always been part of the thrill: making sure every detail is flawless so each bride feels radiant on her big day.
But this isn’t just about pretty hairstyles and glowing makeup. It is about what happens when a talented professional steps out of their comfort zone and learns how to shine online, one smart step at a time.
A Story by the Numbers
Website Traffic
200%
Growth after revamp
Instagram Growth
80%
Follower growth
Reels Performance
10,000+
Views on latest videos
Wedding Collabs
+15
Planners & Influencers
Meet Minella Weddings
Minella Weddings officially began in 2017, but its roots go back even further. Nicola, the artist behind the business, has over 20 years of experience as a professional Hair & Makeup Artist in TV, film, and red carpet events. Creating timeless bridal looks has always been a passion, and in the last two years, she’s shifted her focus fully toward Bridal Makeup, Hair, and beauty.
Minella Weddings is all about timeless, radiant looks for brides and their parties. With every customer, Nicola has built a reputation for helping people feel confident, comfortable, and camera-ready.
“Every bride is unique and memorable. I truly love Makeup trials where I hear every detail and then the big day when I get to see each bride’s vision come to life.”
— Nicola Schuller, Owner of Momentum Coffee
“Joyful, authentic moments. Minella Weddings believes in creating an experience where the entire bridal party can relax, laugh, and enjoy the celebration.”
The bright side of this kind of business is that every wedding puts your work in front of dozens of fiancées who were just proposed to, or girlfriends dreaming of their own big day. In the era of social media, your work might stay on someone’s page forever. Doesn’t that open the door to being found by so many new people? That’s exactly why Nicola knew she needed to be easy to find online and ready to make a beautiful first impression.
“Last year, Team Minella flew to Lake Como for the founder of Lake Como Weddings. It was breathtaking. We had no time for a trial beforehand, so arriving and being involved in the magic from rehearsal dinner to wedding breakfast celebrations was sensational.”
Before the Digital Shift: Limited but Promising
Before her digital glow-up, Minella Weddings had talent and word-of-mouth recommendations but not much of an online footprint. There was no Google Business profile, no fresh website, and no consistent presence on social media.
“The artist at work. With over 20 years of experience in TV, film, and red carpet events, Nicola brings a professional, precise touch to every bridal look.”
“As a freelance Makeup Artist established in a specific sector of the industry, making the transition to the bridal world was daunting. You worry about stability—you need to survive. But as the years progressed, Minella Weddings started getting recommended more and more. It felt like a natural progression into the field of Makeup & Hair that makes me happiest and most fulfilled as an artist.”
She knew she was missing out on bookings but felt overwhelmed trying to tackle the technical side of online marketing. Algorithms, SEO, hashtags, it all felt like another language she would never master alone.
Taking the First Steps: A Simple but Powerful Plan
The good news is that she didn’t need a huge ad budget, and she kept this in mind while preparing for her next wedding. With UENI’s support, she built a clear plan.
First came her Google My Business profile so local brides searching online could actually find her, read reviews, and book with confidence. Then she launched fresh social channels on Facebook and Instagram to showcase her work, connect with potential clients, and stay top of mind.
Next, she listed her business on trusted wedding directories for makeup artists, which helped build backlinks for SEO. By showing up in the right places, she made sure that brides would see her name when they needed her most.
Connections, Connections, Connections: Influencers and Wedding Planners
Once the basics were in place, the next step was building real relationships. She learned how to identify the right influencers to collaborate with by looking beyond follower counts to real engagement. Each partnership helped her reach new audiences and share her expertise in an authentic way.
She also connected with local wedding planners, who became a steady source of new referrals. Her name started popping up in conversations and recommendations, not just from happy brides but from trusted industry partners too.
“A vision brought to life. Minella Weddings specializes in creating timeless, radiant looks that make every bride feel like the best version of themselves.”
Monthly check-ins became another game-changer. Instead of going it alone, Nikki and Tracy had a dedicated team helping them keep the site fresh, review performance, and add new features as the business evolved. For Momentum Coffee, UENI became like a behind-the-scenes teammate, always ready to help connect and communicate.
“The digital storefront for a modern bridal business. A strategic online revamp led to a 200% increase in website traffic and a steady stream of new bookings.”
Creating Content That Clicks
With new followers watching, Minella Weddings focused on sharing content that truly clicked. She moved beyond just before-and-after shots and started sharing practical bridal beauty tips, inspiration boards, behind-the-scenes clips, and short videos that felt personal and real.
She also learned how to edit posts quickly, write captions that matched her brand, and choose the best times to post. Little by little, her confidence grew, and so did her reach.
“Social media blows my mind,” Nicola said. “I’ve always seen it as an online portfolio throughout my career. But keeping up is another level of commitment. Running a small business means I have to prioritise doing what I love—painting faces and creating hairstyles that will have brides looking back forever feeling like the best version of themselves.”
Today, several of her videos have over 10,000 views, something that felt impossible back when she was relying on referrals alone.
"Minella Weddings specializes in creating timeless hair and makeup that allows a bride's confidence and joy to shine through."
Seeing the Results: A New Kind of Word-of-Mouth
So what did all this smart work lead to?
Website traffic has more than tripled, with a 200% increase in visitors compared to where she started. Instead of relying only on word-of-mouth, she now sees a steady flow of new clients finding her through Google searches and Instagram posts.
Her Instagram following has grown by 80 percent, putting her work in front of more local brides every day. She has also formed partnerships with wedding planners and influencers, creating a new network of referrals that keep her calendar booked out well in advance.
Steps Down Her Business Aisle
For someone who once felt lost trying to navigate online marketing, the biggest win has been feeling confident. She no longer feels intimidated by SEO, content strategies, or influencer outreach.
“It’s about turning those complicated parts into simple routines I can manage myself,” Nicola says. “And if I ever need help, I know I have the support to figure it out.”
She has turned the complicated parts of marketing into simple routines she can manage herself. And if she ever needs help, she knows she has the support to figure it out.
Celebrating What Comes Next
Minella Weddings has always been about helping people look and feel their best. Now, with her new online presence and growing partnerships, she is excited about what is next: more bookings, more happy brides, and more moments that last long after the final dance.
“Thank you to all my past and future brides,” she adds. “Bridal beauty makes me feel most fulfilled as an artist, and I can’t wait to keep growing this part of my journey.”
“More than makeup—a memory in the making. The service provides the confidence to fully enjoy and embody the joy of the entire wedding day.”
