How Weddings by PURR and 23rd & Madison are Redefining The Wedding Industry

In a world where weddings are getting more and more extravagant, it can be hard to know who to trust with your special day. But Weddings by PURR and 23rd & Madison make it easy. Weddings by PURR, came about when co-founders Madison Woolley and Kaitlyn Rodriguez merged their combined experience doing content for the world’s leading fashion houses and beauty brands to create Australia’s premium luxury wedding content service. The dual creator-led team curates their projects carefully, delivering cinematic, ready-to-share content as quick as 24 hours after the wedding.

Alongside Weddings by PURR, Woolley also founded her own bridal atelier, which aims to redesign the modern wedding wardrobe. Blending vintage-inspired silhouettes with thoughtful, unexpected details, 23rd & Madison crafts pieces for every moment surrounding the wedding—from engagement parties to rehearsal dinners to even wedding guest attire. The all-women team leads the company as they help brides and wedding guests be confident and chic.

Haute Living: What inspired your love of weddings and led you to build Weddings by PURR into a luxury content and creative brand?

Madison Woolley and Kaitlyn Rodriguez: Weddings by PURR began from a shared love of storytelling and creating beautiful content. With a background in content creation and brand campaigns across fashion, beauty and hospitality, it felt natural to bring that creative approach into weddings.

Weddings have become cultural moments. Couples care deeply about how the day feels and how it’s captured, especially with phone-free ceremonies now common. There’s a growing desire for content that feels real, refined and true to the emotion of the day.

With experience on both the brand and media side, we saw a gap for a creator-led team that could capture emotion and creative direction at a luxury level. Weddings by PURR fills that space. We focus on intentional storytelling and beautiful imagery delivered through an editorial lens. Every detail is considered and couples receive their content in as soon as twenty-four hours.

HL: How does 23rd & Madison embody your vision of modern bridal style and the elevated, editorial approach you bring to weddings?

MW & KR: 23rd & Madison captures modern bridal style through vintage influence and clean design. Each piece reflects a love of tone, texture and mood.

That same eye for detail shapes how we work at Weddings by PURR. Building 23rd refined our understanding of composition, lighting and story. It’s taught us how to bring emotion and fashion together in a way that feels timeless but forward. Both brands live in the same world. One designs the story. The other captures it.

HL: If you were planning your dream winter wedding, what would the setting look like and how would you translate that vision into content?

MW & KR:  Winter weddings are full of mood. The light is softer, the tones are richer and everything feels cinematic. We’d lean into texture and atmosphere with candlelight, movement and warmth.

Overcast skies create natural diffusion. Structured fabrics, wool and satin hold shape and depth. The goal would be to capture emotion over perfection. The quiet pauses, the unplanned moments, the feeling in the air. When you focus on that, the result always feels romantic and real.

HL: Weddings by PURR is known for its refined, editorial storytelling. How do you approach creating luxury wedding content that feels both aspirational and deeply personal?

MW & KR:  Every story starts with the couple. We don’t work from a strict shot list. It’s a collaboration from the first meeting to the final edit. We build moodboards, talk through their vision and make sure we’re on the same page. Once trust is there, the content unfolds naturally.

We mix polished imagery with candid video and real audio from the day. That contrast makes it personal and elevated at the same time. We also created Atelier for couples who want a fully bespoke experience. Some prefer privacy, others want their story shared. We tailor both. It’s about capturing their day with intention while keeping control of how it’s seen.

HL: How do you want brides to feel when they experience your brands?

MW & KR: We want brides to feel like their most beautiful, confident selves. Both brands celebrate individuality and femininity in their own way. With Weddings by PURR, we’re hands-on from the start. We meet, plan and build trust well before the day. By the time the wedding arrives they know us. They can relax and be present. Our role is to quietly capture it all in a way that feels effortless and true to them.

HL: How do you approach styling for a winter wedding?

MW & KR:  For brides, we love structured pieces with soft details. Layers, movement and fabrics that hold shape on camera. For guests, tonal dressing in rich neutrals or deep colours always feels right. Behind the scenes, we keep it functional but polished. Simple silhouettes, dark tones, clean lines. Winter weddings have a natural mood to them and we make sure everything fits within that feeling.

Madison Woolley and Kaitlyn Rodriguez’s Go-To Wedding Gifts

Tiffany & Co. Facets Candle

Shop Now, $150

Olivia von Halle Sabine Ivory Silk Twill Robe

Shop Now, $810

Slip Just Married Pure Silk Pillowcase Duo

Shop Now, $225

L’Occitane Almond Home Gift Set

Shop Now, $99

Ralph Lauren A Way Of Living Coffee Table Book

Shop Now, $75