The article examines the design and substantiation of an integrated seven-module model for developing the wedding business, intended to provide holistic governance of marketing, creative, and operational processes amid the rapid expansion of the premium market segment. The relevance of the study stems from the sustained growth of the global market for wedding services. However, as demand structures become more complex and the expectations for uniqueness and emotional saturation of events increase, fragmented management tools are deemed inadequate. This paper aims to develop a sequential model that encompasses all essential stages of client interaction, from establishing brand identity and profiling the psychographic audience to developing a loyalty system and implementing scalable operational management. Its novelty is expressed by coupling the seven modules with the customer journey map, not only to remove contradictions between discrete elements of strategy but also to establish a governable logic of business development based on composite metrics. The principal findings confirm that the model ensures process reproducibility, reduces error-induced costs, heightens communication efficiency, and promotes long-term growth by strengthening trust and cultivating client advocacy. Implementation within the first thirty days demonstrated practical viability, as evidenced by audits across all modules, refinement of visual and pricing envelopes, and the systematic delegation of processes, which together form a stable foundation of predictability and service quality. The article will be particularly useful to owners of wedding agencies, premium event managers, researchers in service design, and consultants in customer experience management.

wedding business, premium segment, development model, customer experience, brand, loyalty

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