Today we’d like to introduce you to Priscila Hawn.
Hi Priscila, we’d love for you to start by introducing yourself.
I’ve always loved planning and creating beautiful experiences. Even before I realized this could become a career, I was collecting table settings from around the world—napkins, napkin rings, and unique decor pieces that inspired me.
In Brazil, I worked as a freelancer for large, high-profile events, which gave me my first real taste of the industry. In 2011, I planned my own wedding, which was later featured on Style Me Pretty through our photographer—a full-circle moment I still cherish.
That experience led me to make a bold decision: I changed my major at George Mason University to study Tourism and Events Management. A fun full-circle detail—my wedding planning professor later became a client, and we are still in touch today.
While still in college, I received job offers in Washington, D.C., but ultimately decided for the Brazilian Air Force, where I spent nearly seven years working as a procurer, along with a year at the Brazilian Embassy. It was a stable season of life, especially while starting my family, and I was grateful for the support and benefits during that time.
But even then, I was always the one planning celebrations—birthdays, baby showers, anything that brought people together.
Everything shifted after I had my first child. Returning to work after maternity leave was incredibly difficult, and I started to feel a strong pull toward something different. I created a simple Facebook page with one idea in mind: to help other moms bring their dream celebrations to life while staying home with my baby.
That idea became even stronger after I had experienced my son’s first birthday in two very different ways—one in Brazil with a planner supporting me, and one in the U.S. where I did everything myself. While both were beautiful, I realized how much more meaningful it is when a mother can actually enjoy the moment instead of managing it.
At the time, I was pregnant with my second), while still working full-time in a demanding role. So although the vision for Sweet Memories was clear, the timing wasn’t—yet.
When I was preparing to return to work after maternity leave with my third baby, I made the life-changing decision not to go back. I truly believe that was the moment God had prepared for me to fully step into this purpose.
A few months later, the COVID-19 pandemic began.
With the support of my husband and a very structured routine at home (my three kids miraculously napped at the same time), I started building my portfolio from scratch. I created “mock” events at home—designing, baking cakes, setting up decor, doing balloons—everything myself. I also had the support of incredible vendor friends who believed in me early on.
In February 2020, I traveled to New York City for a workshop, balancing business growth while still breastfeeding and pumping constantly for my babies (and even helping other moms along the way), I made it happen. When I returned, I booked a client event for March 12, 2020.
On March 11, the pandemic was officially declared.
My client called and asked if she should cancel her daughter’s first birthday party the next day. I told her I would support whatever decision she made—while quietly hoping we could still move forward. She decided to keep it.
That event changed everything.
Within weeks, that party was featured in multiple blogs, and my name quickly spread across the DMV area. My phone didn’t stop ringing. In less than two years, I was working with high-profile families, including professional athletes, what started with their children’s birthdays went to their dinner parties, corporate, galas, and milestone celebrations.
That same client became a loyal and deeply meaningful part of my journey. Through her, we fell in love with Loudoun County and eventually moved here. Over the years, I’ve planned countless celebrations for her family—from birthdays to baby showers, bridal showers, and even weddings. We’ve truly grown together.
Today, Sweet Memories has evolved into a full-service event planning and design company. While we continue to love social events and children’s celebrations, we are also expanding into weddings and larger-scale events. In fact, most of our growth has come organically through referrals from our clients – which is something I’m incredibly grateful for.
Whenever I find myself wondering what’s next, my clients answer that question for me through their trust, loyalty, and continued support.
And that, to me, is the most meaningful success of all.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
One of my biggest ongoing challenges is balancing motherhood and entrepreneurship. I started this business so I could be present for my children, and that remains my top priority. But building something meaningful while also being fully present at home requires constant adjustment and intentionality.
Another challenge has been learning to let go. In the early stages, I was involved in every detail, and it has taken time—and growth—to trust my team. Now, after investing so much into training and mentoring them, I’m learning to step back with confidence and allow them to shine.
Managing a team also comes with its own learning curve. Everyone has different personalities, communication styles, and expectations, and I’ve had to grow into a leadership role where I don’t take things personally and can make decisions with clarity.
Perhaps the most difficult lesson has been understanding that business is still business. I am naturally a giver—I love serving, creating, and going above and beyond for my clients. Saying “no” and setting boundaries has not come easily to me, but it has been essential for sustainability.
Over the past year, with the support of a business coach and my therapist, I’ve experienced significant personal and professional growth. I’ve learned to approach decisions more strategically, rather than emotionally.
Another challenge has been confidently pricing my work. Especially with smaller celebrations, it has been difficult to communicate the value behind what we do and why proper pricing is necessary to maintain quality and continue serving at a high level. That mindset shift has been one of the hardest—but most important—parts of my journey.
I am still learning to be more unapologetic in my standards, my pricing, and my boundaries. But I see that growth as a sign that I’m building not just a business, but a sustainable and lasting one
Thanks – so what else should our readers know about your work and what you’re currently focused on?
My work is centered around creating thoughtful, elevated, and deeply personal celebrations that allow my clients to be fully present in their most meaningful moments.
At Sweet Memories, we specialize in full-service event planning and design, which means we handle every detail—from the initial concept and design direction to logistics, vendor coordination, and execution. Each event is completely customized to reflect our clients’ vision, while also bringing a level of creativity and refinement that feels unique and intentional.
While we are widely known for children’s celebrations and social events, our work has naturally expanded into a wide range of experiences, including milestone birthdays, bridal and baby showers, weddings, corporate events, and galas. Many of our clients start with us for their children’s birthdays, and over time, we grow with their families—celebrating life’s biggest moments together.
What makes our work special is the balance between beauty and experience. It’s not just about how an event looks, but how it feels. I’m very intentional about creating environments where guests feel welcomed, where details tell a story, and where the host can truly enjoy the moment without stress.
Over the years, we’ve had the honor of working with high-profile clients, professional athletes, and families who trust us with their most important celebrations. Most of our growth has come through referrals, which speaks to the relationships we build and the level of care we bring to every event.
At the heart of it all, my work is about creating “sweet memories” that last far beyond the day itself.
If you had to, what characteristic of yours would you give the most credit to?
I believe being successful in this industry requires a unique combination of creativity, emotional intelligence, and resilience.
Creativity is, of course, essential—but not just in design. It’s about being able to translate a client’s vision into something tangible, often elevating ideas beyond what they imagined while still staying true to who they are.
Emotional intelligence is equally important. We are part of very personal moments in people’s lives, and being able to listen, understand, and navigate different personalities with empathy and professionalism makes all the difference—not just for clients, but also when leading a team.
Adaptability and problem-solving are critical. No event ever goes exactly as planned, and the ability to stay calm, think quickly, and find solutions without disrupting the experience is what defines a true professional in this field.
Strong organization and attention to detail are the foundation behind everything we do. There are so many moving parts behind a seamless event, and it takes discipline and structure to execute at a high level.
And finally, I believe resilience and boundaries are essential. This industry can be demanding, and learning how to protect your time, your energy, and your standards is key to building something sustainable and meaningful.
Contact Info:
- Website: https://www.sweetmemoriesbydesign.com
- Instagram: https://www.instagram.com/bypriscilahawn/
- LinkedIn: https://www.linkedin.com/in/priscila-hawn-b7705a5a/
