Sarah Haywood Exceptional Celebrations, the UK-based luxury wedding and events company, has become the first business in the weddings sector to transition to employee ownership, following the creation of an Employee Ownership Trust (EOT) that places a controlling stake in the company into the hands of its staff.
The move, which takes effect during Valentine’s week in Sarah Haywood’s 20th anniversary year, transfers 75% of the company’s equity into the trust, securing the long-term independence of the business while giving its specialist team an equity-backed stake in its future.
Founded in 2006 by entrepreneur Sarah Haywood, the company has grown from a home-based start-up into a multi-million-pound international operation, producing complex, high-value weddings and private events for ultra-high-net-worth families and global clients across Europe and beyond.
The decision follows a three-year succession and leadership programme designed to move the business beyond founder dependency and to protect it from consolidation in a sector increasingly dominated by private equity and global lifestyle groups.
Under the EOT structure, employees become the majority economic beneficiaries of the company while Haywood retains a minority stake of 25% and continues in her role as Founder Director.
Sarah Haywood said: “The business was built slowly, deliberately and with extraordinary care – just like the events we produce. Selling to an external buyer would have changed its culture overnight. Employee ownership allows us to protect what makes the business special, reward the people who actually deliver the work and ensure continuity for our clients.”
CEO Lee Sansom added: “This is a rare example of a founder-led luxury business choosing long-term stewardship over a trade sale. Sarah Haywood is a true British entrepreneurial success story – a micro-business grown into a globally respected brand. The EOT is a bold, forward-looking step that gives us stability, independence and a governance structure that supports sustainable growth rather than short-term extraction.”
The company was severely impacted by the two-year Covid-19 restrictions, which reduced revenues by 90%; during this period, it recorded the only loss in its history and relied on reserves accumulated by the Founder over more than a decade to remain operational. From 2022 it rebuilt its operations and client base and redesigned its governance and leadership structure, including the appointment of a CEO and a Director of Events and henceforth an independent executive team and a Trustee Board.
The EOT now anchors that transition, ensuring that ownership, management and delivery are aligned – a model that is increasingly being adopted by UK professional services firms but has not previously been seen in the wedding events sector. The change also reflects a shift away from a personality-led perception of the brand toward the reality of a highly skilled, multidisciplinary team delivering complex, multi-million-pound events worldwide.
Author: Kizzy Allott
Kizzy Allott is Publisher at Event Industry News, where she has been a driving force behind the brand for over a decade. With a deep understanding of the events sector and a passion for storytelling, Kizzy leads the platform’s commercial and content strategy, connecting the industry through news, insights, and meaningful conversations. She is dedicated to championing innovation, amplifying industry voices, and ensuring event professionals stay informed, inspired, and future-focused.
