Few industries celebrate love, heritage, and creativity the way wedding planning does. For Aayushi Modi, founder of Hitch Key Weddings and Turquoise Weddings, it’s not just about orchestrating events but about telling stories that live on forever. With a unique presence across two continents—North America and India—she has carved out a space where tradition meets innovation, and luxury finds deeply personal meaning.
In an exclusive conversation with EVENTFAQS Media, Aayushi takes us through her journey, the nuances of planning across cultures, and her vision for the future of NRI weddings.
Aayushi, take us back to the beginning? What inspired you to step into the world of wedding planning and launch Hitch Key Weddings?
I’ve always believed that weddings are not just events, but once-in-a-lifetime stories waiting to be told. My passion for design, culture, and hospitality led me to create Hitch Key Weddings. It was born out of a desire to bring structure, creativity, and global standards to Indian weddings while still preserving their soul. Weddings, at that time, were very different from what we see today. They weren’t as intimate, nor did they reflect the personal journey of every bride the way they do now. But I always believed that a wedding should be more than just an event — it should be a reflection of one’s story, personality, and emotions.
My journey began quite organically; I loved designing for my brides, pouring my heart and soul into every detail. In fact, it started even earlier — with my own events, family celebrations, and college functions — where I discovered a natural eye for design, colour palettes, and aesthetics.
You curate weddings across continents—North America in the summer and India in the winter. What are the biggest differences between these markets?
The biggest differences really come down to culture and scale. In North America, weddings are usually intimate, detail-driven, and guest-focused, often with smaller guest lists and more personalized touches. In India, weddings are grand, rooted in tradition, and often span multiple days with hundreds of guests — making them large-scale logistical productions.
Timing also varies: India follows defined “wedding seasons” tied to religion and weather, while in North America, weddings happen year-round, usually on weekends. Financially, Indian weddings tend to be far more expensive due to their size and rituals, while North American weddings are more budget-controlled. Even aesthetics differ — subtle, neutral palettes dominate in the West, while Indian weddings embrace vibrant colours and traditional attire.
Balancing these contrasts has taught me how to blend precision with emotion — creating weddings that feel both warm and seamless.
Many NRIs dream of a traditional Indian wedding but also want it to feel global. What are the unique challenges and opportunities when designing for them?
The biggest challenge is distance — most NRI families are planning remotely across time zones, which can feel overwhelming. But at the same time, it opens up unique opportunities. For many couples, it becomes a cultural reconnection — a way to celebrate their heritage, express their identity, and experience the joy of gathering with extended family and friends in India.
Personalization and fusion are at the heart of these weddings. We often see a mix of global and traditional elements — like contemporary music alongside the baraat dhol, or Indian rituals paired with international cuisines and modern design. Technology plays a big role too, from AI-powered tools to virtual planning platforms, bridging the distance seamlessly and making couples feel present even when they’re miles away.
India’s destination wedding potential also excites NRI couples — they want the grandeur of Indian traditions, but with the polish and creativity of a global celebration. For us, the beauty lies in curating that fusion experience — rooted in heritage yet executed with international finesse.
Tell us about the birth of Turquoise Weddings. Why create a separate brand for NRIs?
Hitchkey Weddings has always been about luxury weddings within India, catering to Indian clients who understand the cultural nuances and are deeply involved in the planning process. With Turquoise Weddings, the vision is entirely different. This brand is created specifically for NRIs, whose expectations, lifestyles, and ways of working are unique.
The style and method of operating for Indian clients versus NRI clients are worlds apart. With NRIs, communication often happens across time zones, over structured calls and emails, while Indian clients still prefer more personal, on-ground discussions. The taste and preferences also differ — NRIs often look for a perfect balance between emotional traditions and Western sophistication, whereas Indian clients may lean more towards grandeur and community-driven celebrations.
To serve these two distinct audiences well, there had to be separate teams, systems, and processes. Hitchkey continues to deliver bespoke luxury weddings for Indian clients, while Turquoise focuses on curating soulful, world-class celebrations for NRIs who wish to return to their roots. Together, the two brands represent different sides of the same passion — celebrating love, but tailored to two very different worlds.
Hitch Key and Turquoise both stand for luxury. How do you personalize “luxury” for each couple?
For me, luxury is not defined by chandeliers, champagne, or grand ballrooms alone. It can be a royal palace filled with hundreds of guests or an intimate vineyard with just 50 of your closest loved ones. What truly defines luxury is how deeply it reflects the couple’s values — whether that’s heritage, intimacy, design, or hospitality.
Our process goes beyond surface-level aesthetics. It’s about deep discovery and shared vision — through in-depth consultations, lifestyle boards, and understanding each couple’s story. From there, we curate bespoke details like customized menus, tailored décor, unique entertainment, meaningful rituals, thoughtful favors, and even exclusive access experiences.
Ultimately, luxury in our world is not about scale — it’s about crafting a celebration that feels personal, seamless, and unforgettable. It’s about creating an atmosphere where every element resonates with the couple’s journey and identity.
Sustainability is becoming more relevant. Do NRI couples show interest in eco-friendly weddings?
Absolutely. Many NRI couples are very conscious about minimizing waste and creating sustainable celebrations. Digital invites are now a must, and we focus on eco-friendly décor using fabrics instead of plastics, reusable cutlery, and thoughtful favors that are both beautiful and practical. Even details like cloth napkins for dining or locally sourced materials are part of the plan.
Our approach is about combining elegance with responsibility, finding unique and creative solutions to make weddings sustainable without compromising on luxury or personalization.
Balancing two worlds — North America and India — must be challenging. How do you manage it?
Balancing professional commitments across two continents is both an immense challenge and a profound privilege. My workdays often extend to 16 hours, where personal time, rest, and even family life are willingly sacrificed to uphold the standards I have set for my clients and my brands. Summers are strategically dedicated to North America, while winters anchor me in India, allowing me to remain present for both markets without compromise.
Through this journey, I have come to recognize the stark contrasts between these two worlds. Weddings in India are expansive, layered with traditions, community involvement, and logistical magnitude, whereas North American celebrations, though elegant and structured, often lack the depth of cultural immersion that NRIs long to reconnect with. This very gap has become my mission to bridge.
My vision extends beyond simply managing two geographies — it is about creating a confluence of cultures. By promoting India as the ultimate destination for NRI weddings, I aim to transform every celebration into an experience that is not only global in execution but deeply rooted in heritage. For me, this endeavour is not just professional; it is deeply personal — a pursuit to bring people back to their origins and to position India at the forefront of the world’s most meaningful wedding destinations.
Finally, what is your ultimate dream for Turquoise Weddings in the next decade?
My dream is for Turquoise Weddings to become the go-to platform for NRIs worldwide who want to celebrate in India. Beyond luxury, I envision it as an easy-access, one-stop platform where planning can happen in their city, while execution unfolds seamlessly in their hometown.
It’s about bringing people back to their roots — weddings that feel like home, deeply personal and culturally rooted, yet executed with international finesse. Turquoise is India’s first company dedicated exclusively to NRI weddings, designed to make every dream celebration a reality, while promoting India as the ultimate destination for love, culture, and unforgettable experiences.
Through Hitch Key and Turquoise, Aayushi Modi is not only shaping weddings but also redefining what it means to celebrate love across borders — a blend of tradition, luxury, and global sophistication.
To know more, visit www.hitchkeyweddings.com and www.theturquoiseweddings.com
