Black Twine, a New York-based “event-inspiration” website that’s on a mission to cure Pinterest fatigue, was just about a year old when its co-founder, Anne Hyun, a member in WeWork 222 Broadway in New York, sent a cold email to a woman she’d never met. Until then, Hyun’s fledgling business marketed to busy millennial moms, supplying them with party “blueprints”: gorgeous photos paired with lists of what to buy (many items in the inspiration photos are shoppable), menu ideas, and a suggested timeline for event prep and execution.
On a hunch, Hyun reached out to Eva Chen, Instagram’s director of fashion partnerships, who was about to release a children’s book, Juno Valentine and the Magical Shoes. Hyun wanted Black Twine to work on an event for the book’s launch. “We’ve been longtime fans of Eva,” Hyun says. “She’s such a role model for women, but she’s also a mom, and my two co-founders and I are all moms. [And then there’s all] she’s done for the Asian community.”
It was a risky move—Hyun had admired Chen only from afar—but it worked.
For the month of November 2018, the front windows of Books of Wonder, a children’s bookstore in Manhattan, featured a dramatic jewel-toned archway of balloons surrounding a cutout of Chen’s character, Juno, all designed by Black Twine. “We had never actually done a window before,” Hyun says of her company’s partnership with Chen, which also included styling her book-signing event at the store. “But for us, it was about being able to work with someone who was really inspiring.”
She stays true to that entrepreneurial spirit while running Black Twine, which she says is a lot like planning one big party. “Managing a business and planning a party both come down to time management,” she says. With event planning, she explains, there are five different things you need to worry about: the decor, the guests, the food, the beverages, and getting all the vendors and different pieces in place. Similarly, she can break down her business into specific tasks—which she then has her team divide and conquer. “Like with event planning, if you try to do it all on your own, you’re going to be in a world of misery,” Hyun says.
Her team is also not afraid to hire others for certain to-dos. “It took us a long time before we were able to say, ‘Oh, we’re not going to be the ones who put every single product on our site,’” says Hyun. “We’ve gotten more comfortable outsourcing different pieces of work as we’ve grown.”
And when they want to invite someone new to their party (or, um, business), Hyun isn’t afraid to send a cold email. “The one thing that we’ve learned on this entrepreneurial journey is that you have to make your own destiny,” Hyun says. “A lot of the successes that we’ve had have come from that same story, just trying to see what might be out there and giving it a chance. A lot of times it doesn’t work out, but the one time it does, it’s someone like an Eva, which is amazing.”
Hyun’s holiday party survival plan
Keep decor simple. “Place a garland down the middle of a table. It really just makes the table pop.”
Tweak the traditional palette: “One of the color combinations we used this year was sage and wine, which was a play off of red and green. It’s a bit more subtle.”
Ask people to bring booze instead of dessert. “If it doesn’t get used, unlike dessert, it can be saved for your next party.”
Be a good guest. “RSVP promptly. And if you think you can’t make it, a quick ‘No’ is better than a long ‘Maybe.’”