Founder and CEO, Everly
I was anxious to do something where I could break things apart and rebuild them and make them better.
Juliet Horton T’14, was in the midst of a planning a big, formal event while at Tuck—she was one of the social chairs on student board, so she organized one formal every term—when she realized how challenging it was to pull off an event of this size. She had to account for a couple hundred people, an open bar, a band.
“I jokingly called them my practice weddings,” Horton says. “I saw firsthand how difficult it was to get clear and transparent pricing information for large events and I started to identify what a frustrating process it was.” She had an inkling of an idea for how she could make the event planning process more efficient, but she was too busy getting an MBA to make much of it at the time. The idea would have to wait.
Besides, she was on track for a successful career in banking. Prior to attending Tuck, Horton earned a bachelor’s degree in business administration from Loyola Marymount University, graduating in 2008. After college, she worked as an analyst at Wachovia in Charlotte, North Carolina, and then, after the bank’s merger with Wells Fargo in 2009, she worked for Wells Fargo in Philadelphia for three years.
When she decided to get an MBA, she picked Tuck entirely on a gut feeling. “I visited and I had this overwhelming feeling that this was where I was supposed to be,” she says. “I know as a business school student, I’m supposed to be more analytical, but it was an intuitive decision.”
At Tuck, she did her internship at Barclays Investment Bank and planned on continuing a career in banking, but by her second year, she started to have second thoughts. “I think banking was a great place to start my career, but I was anxious to do something where I could break things apart and rebuild them and make them better,” Horton says. “So I started looking at jobs at big tech companies.”
After graduating in 2014, she moved to Seattle to join Amazon in a finance role. “Amazon is a big tech company that still feels like a scrappy startup,” she says. “It moves really fast. It’s innovative. You get to avoid a lot of the red tape and bureaucracy.”
But in the back of her mind, she was still thinking about that idea from Tuck—how could she solve the problems associated with event planning? “The idea never really left. It was apparent to me that at Amazon, I was always going to be building someone else’s vision. It was not my product,” she says. “As I spent time there, I got more and more anxious to roll up my sleeves and do something that was more impactful and was building my vision.”
In 2017, she started working nights and weekends to lay the foundation for what would become her own startup. By that summer, she quit her comfy gig at Amazon. She called her business Everly—a wedding planning services site unlike anything on the market. The site launched in early 2018. “The wedding industry is ripe for disruption,” Horton says.
The idea? It’s overwhelmingly stressful and time consuming to plan your own wedding, but it’s absurdly expensive to hire a full-on wedding planner to do it for you. Plus, couples these days want a fun, beautiful, memorable wedding, but they don’t want to spend every weekend leading up to the big day planning for it. So at Everly, newly engaged couples fill out an online profile and a trained planner provides them with things like a budget, monthly checklist, regular check-ins, and targeted vendor recommendations for services like caterers, bands, and photographers. Everly’s flat rate: $750. The cost of a typical wedding planner? Upwards of $7,000.
“We provide a lot of the same personalized approach of a wedding planner but at a different price point,” says Horton. “We give couples the tools and resources to get through this efficiently and save hundreds of hours of work.”
Right now, Everly is available only in Seattle, but Horton, who serves as the founder and CEO of her six-person staff, has plans for a city-by-city roll out in other major markets in the future. “Five years from now, I want to be in every major market and have the reputation that this is where you go when you get in engaged,” she says.
She’s been testing the product on a number of fellow Tuckies and she still credits those Tuck formals, and her educational experience at Tuck, with giving her the idea—and the confidence—she needed to launch her own business. Says Horton, “While I gained a number of technical skills from Tuck, I really have to give credit to the confidence I learned there, from my peers and my professors, that I was worthy of doing big things with my career.”
At Wayfair, Tuck alumna Laura Scott completely transformed the company’s operations. Now she’s dipping her toes into the startup world with Takeoff Tech.Read More
Work Hard, Dream Big
From Buffalo to the boardroom, Yancey Spruill T’97 has found the formula for success.Read More
How to Keep Your Company Data Secure
What Alison Connolly T’11 finds fascinating, most corporate leaders find terrifying. The director of strategic partnerships at DarkOwl is an expert on the darknet.Read More
How to Make a Successful Startup Pitch
In her seven years as a venture partner at LaunchCapital in Cambridge, Mass., Heather Onstott T’07 has heard about 1,000 pitches from startups.Read More
Marketing a Disruptive Brand
Twitch is a live streaming platform with a growing global brand and two Tuck alumni, Kate Jhaveri T’03 and Michael Aragon T’01, are leading marketing and innovation.Read More
Susan Hunt Stevens
In 2006 Susan Hunt Stevens T'98 started a blog as a "a guide to going green without going berserk." Years later the idea evolved into WeSpire, a platform that uses technology and social media to promote sustainable living.Read More
CEO of Lixil Corporation Kinya Seto T'96 is leveraging his entrepreneurial smarts to tackle the global sanitation crisis.Read More
With PK Coffee in Stowe, Vermont, Katrina Veerman T’01 turned a passion into a livelihood.Read More
Before you know what she is, you first need to know what Betsabeh Hermann T’13 is not: She is not an astronaut. Or at least, not yet anyway.Read More
Sprague Brodie T’14 works in the heart of Silicon Valley at the sprawling Mountain View, California, campus of tech giant Google.Read More
Andrew Smith T'07 chose Tuck first because he was looking for a beautiful environment where he could spend time thinking about how to maximize his impact on big challenges in the world.Read More
One size does not fit all—that’s the philosophy of Torlisa Jeffrey T'12 , a senior product manager for Williams Sonoma.Read More
Poshmark co-founder Tracy Sun T’05 turned her love of fashion and psychology into a leading mobile commerce app. Shopping will never be the same.Read More
As director of global connectivity for Facebook, Chris Weasler T'97 is helping to bring online the 60 percent of the earth's population currently without internet access.Read More
Gibson “Gib” Biddle
NerdWallet's Gib Biddle T'91 came to Tuck as a marketer, but then realized he was more of a builder.Read More
Evernote CEO Chris O’Neill T’01 is helping the digital productivity and note-keeping company do more by focusing on what it does best.Read More
Former investment banker Rohit Dugar T'07 is transforming his beer-brewing hobby into Hong Kong's first craft brewery—and using his Tuck experience to navigate the challenges of entrepreneurship.Read More
As head of strategy and product development for Beats Electronics, Elisabeth Hartley T'05 is on the cusp of creating what the future of music could look like.Read More
People call Eric Spiegel T'87 the most natural leader they’ve ever met. Now CEO of Siemens USA, a global electronics and engineering powerhouse, he gets to lead on the issues that matter most. To his company and the country.Read More
For Jack O’Toole T’14, “building” and “contributing” are words to live by. As a Marine, he did both.Read More
Investor. Philanthropist. Entrepreneur. Roger McNamee T’82 is all of these and more in a career that has taken him to the top of the tech world.Read More
After graduating from Tuck, Barry Hume T'95 joined PepsiCo’s Boston-area operations as finance director—a position that quickly provided the opportunity for advancement, but with a difficult choice to make.Read More
What's for dinner? Pantry, a new food retailer founded by Dennis Lasko T’08, has the answer.Read More
T’87 Jeff Coleman’s quest for better nutrition led him to a new, whole-food fuel for athletes and a surprising second act.Read More
PureLiving China founder and CEO Louie Cheng T'03 is helping to improve indoor air quality in a country known for its polution problems.Read More
According to Jacques-Philippe Piverger T'07, the one-word solution to energy poverty in developing countries, is Luci, a low-cost solar light.Read More