Exclusive Interview With Wedding Row iOS App Publisher, Della MacNicholas

Wedding Row is a sensational app, it’s great for so many reasons. Whether you’re the bride-to-be or a wedding planner, this is the app for you. We will publish our review of this app shortly, but first we wanted to find out more ‘behind the scenes’, to discover how this app came to fruition. Read and enjoy our exclusive interview here…

The Beginning


1 Please explain how your app was originally thought of and what were your thoughts behind the marketplace, specifically?
As the editor of The Wedding Row, My world is filled with weddings, everyday. I love how modern brides use the entire blogosphere to find inspiration and ideas while planning their big day. Today over 90% of wedding planning is started online and I wanted to create an app that would not only be useful but fun while keeping pace with busy brides on the go. I reviewed many of the wedding related apps, and there are some wonderful ones, but none of them offered the ability to store the inspiring ideas that brides come across everyday.

When I was getting married, I bought a wedding planner book. The book had sections that would hold pictures and torn out pages from magazines of ideas that I wanted to use in my wedding. Those days are long gone, today’s brides are technology savvy and BUSY! The app allows them to take images or save images from the Internet and then easily categorize them. It will also automatically generate style boards from each category or it will randomly select images from each category to create a virtual wedding that is brimming with all the inspiring ideas that the bride has collected. The boards can be edited, saved and shared. It also has other great features such as the budget tool and contacts section.  

The Design


2 Explain the design, how you came up with the colors and themes.
I had the luxury of working with the fabulous graphic team at Hoppmann Creative. They absolutely understood my vision for the app and then created the design. I wanted it to have it’s own identity while still being cohesive to The Wedding Row blog.  

Target Market


3 Who do you see as the main target market for this app in terms of age, genre and expenditure?
Our main target for the app are brides planning their wedding. Brides that love to peruse wedding blogs and are obsessed with all things pretty. However, we have discovered that it is a fabulous tool for wedding vendors, such as event planners and photographers. These vendors can easily categorize images of their work, create style boards and then share them with their clients and potential clients. Creating a price point for the app was a challenge for me. initially, I thought of charging $4.99. Instead, I decided to lower the cost to $1.99. I wanted the app to be accessible to everyone.

Production Process


4 How long did it take from the original planning to the production process of this app?

All in all it took roughly six months.



5 How do you predict sales to be, is there a good solid market for this style of app?

We have been very pleased with sales thus far. We were thrilled to be named in the top ten apps for photographers by The App Whisperer within the first month that it was released!! In terms of our market for the app, we could not be happier, brides all over the world are using the app.



6 What has been the hardest obstacle you have had to overcome regarding this app development?

For me, the toughest challenge to overcome was understanding the developer side. I created the concept and then worked with Woven Interactive to develop the app. Since I am not a programmer, I had a ton to learn about functionality and what would work or not work. I was consistently amazed when working with Woven to see my ideas come to life in the app.

Third Parties


7 Would you consider developing apps for third parties?

Since I am not a programmer, this would be impossible. But I would gladly work with third parties to consult about developing great concepts for apps.

App Store


8 What have you learnt from the App Store?

I have loved my interaction with the app store. It is fascinating to "behind the app curtain." What you learn very quickly from Apple is to have your app and information precisely in the format that Apple requires. If your app submission does not meet their guidelines, it will not be accepted into the app store.



9 Have Apple supported you well with your App development?

Yes, I was so pleased at how quickly all of my questions were responded to. Since I did not write the code myself or have any idea of how the process worked, I was very grateful for all the online support and tutorials available on the developer website as well.

The Future


10 What next, are you developing another app, would you go for the same genre again, if not which?

I have another idea for an app that I am very excited about. My next app will be geared to an entirely different audience, children. As a mother whose four year old had an ipad, I am a huge fan of great apps for kids. I am super excited about my next app.


11 What do you think about

I am a huge fan! Being new to the app development world facing a sea of competing apps out there in the Apple Itunes store, I am very appreciative of great websites that help spread the word about new fabulous apps.
Have we helped you? Immensely

Would you recommend us? Yes!
Have we been supportive? The App Whisperer has not only been supportive but also timely, two characteristics that I highly value.

Joanne Carter, creator of the world’s most popular mobile photography and art website—— TheAppWhisperer platform has been a pivotal cyberspace for mobile artists of all abilities to learn about, to explore, to celebrate and to share mobile artworks. Joanne’s compassion, inclusivity, and humility are hallmarks in all that she does, and is particularly evident in the platform she has built. In her words, “We all have the potential to remove ourselves from the centre of any circle and to expand a sphere of compassion outward; to include everyone interested in mobile art, ensuring every artist is within reach”, she has said. Promotion of mobile artists and the art form as a primary medium in today’s art world, has become her life’s focus. She has presented lectures bolstering mobile artists and their art from as far away as the Museum of Art in Seoul, South Korea to closer to her home in the UK at Focus on Imaging. Her experience as a jurist for mobile art competitions includes: Portugal, Canada, US, S Korea, UK and Italy. And her travels pioneering the breadth of mobile art includes key events in: Frankfurt, Naples, Amalfi Coast, Paris, Brazil, London. Pioneering the world’s first mobile art online gallery - has extended her reach even further, shipping from London, UK to clients in the US, Europe and The Far East to a global group of collectors looking for exclusive art to hang in their homes and offices. The online gallery specialises in prints for discerning collectors of unique, previously unseen signed limited edition art. Her journey towards becoming The App Whisperer, includes (but is not limited to) working for a paparazzi photo agency for several years and as a deputy editor for a photo print magazine. Her own freelance photographic journalistic work is also widely acclaimed. She has been published extensively both within the UK and the US in national and international titles. These include The Times, The Sunday Times, The Guardian, Popular Photography & Imaging, dpreview, NikonPro, Which? and more recently with the BBC as a Contributor, Columnist at Vogue Italia and Contributing Editor at LensCulture. Her professional photography has also been widely exhibited throughout Europe, including Italy, Portugal and the UK. She is currently writing several books, all related to mobile art and is always open to requests for new commissions for either writing or photography projects or a combination of both. Please contact her at: [email protected]