‘I Do’ in an LA minute as same-day weddings boom on Valentine’s Day

In a city known for whirlwind romances and even faster splits, tying the knot on the spot might be the ultimate LA love story. 

A growing wave of couples are ditching months of planning, and the stress of seating charts and centerpiece drama, to sprint straight to “I do.” Same-day weddings are exploding across Los Angeles, turning what was once a little-known courthouse shortcut into a booming, Valentine’s-ready love industry.

Izabella Sklar saw it coming before almost anyone else. Back in 2003, while working as a notary in the legal field, she discovered that couples could legally obtain a marriage license and be married on the very same day — no blood tests, no courthouse maze, no waiting period. At the time, most people had no idea it was even possible.

“There were maybe half a dozen of us,” she said. “Now it’s a booming industry.”

Today, Sklar runs Same Day Marriage in Valley Village with a small team that can handle everything from paperwork to ceremony in one stop. The process can take as little as 20 minutes — about the time it takes to finish a latte — though most couples book an hour to soak in the moment, snap photos and celebrate before heading off to dinner or a party.

On peak days, especially around Valentine’s, the demand can look less like a wedding calendar and more like a flight schedule. Sklar recalls one marathon day with nearly 50 ceremonies booked from morning to night.

The appeal is simple: romance without the chaos. Couples walk into a decorated space ready for vows, rings and photos — no vendors, no drama, no seating charts required. For those who want something more adventurous, the team travels to beaches, parks, backyards and even unusual spots like hot-air balloons or beneath the Hollywood Sign.

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Social media has poured gasoline on the trend. Couples who once eloped quietly now broadcast their instant “I do” moments on TikTok and Instagram, turning spontaneity into a new kind of wedding aesthetic.

And sometimes, the rush isn’t just romantic — it’s urgent. Sklar has married couples in hospitals for legal reasons, longtime partners finally making it official after decades together, and even pairs racing the clock before court dates or deployments. One impromptu ceremony happened in the middle of a grocery store after a chance phone call.

“We have so many stories,” she said. “You never know who’s going to walk in.”

Ironically, the industry’s biggest surge came during the least romantic time imaginable. When government offices shut down during the pandemic, Sklar’s operation became one of the only ways to legally marry in the county — pushing demand to record levels.

Two decades after she spotted a gap in the system, the business shows no sign of slowing down.