READING TIME: 4 min 2 sec
PUBLICATION DATE: 11/24/2025
UPDATED: 11/24/2025
“I had a rather simple wedding celebration, but my attention to detail got on the nerves of some people around me.”
Before becoming a full-time planner, Cheryl worked in the marketing communications team of a hotel. This role gave her hands-on experience organizing events, working with the media, and maintaining strong relationships with vendors, printers, and designers. These moments in hospitality weren’t just a job — they were a foundation that allowed for a confident transition into The Wedding Concepteur.
Cheryl’s personal wedding sparked a shift. Encouraged by her sister and supported by her husband and family, she saw how much she loved orchestrating details and envisioned doing it for others. This blend of personal journey and professional background set her on her path.
Cheryl has now been planning weddings for 11 years. Her very first client? A well-known Singaporean food influencer whom she met through her hotel work. When asked about that project, Cheryl reflects with gratitude: “She was so kind to give me the opportunity to plan her wedding.”
That first event wasn’t just a milestone in her career — it was proof that trust, networking, and seizing opportunities could open doors to something bigger.
Cheryl believes that no two weddings should feel the same. “We truly believe every wedding is one of a kind,” she says.
Rather than depending on a fixed set of vendors, The Wedding Concepteur seeks to explore new collaborations and talents. Cheryl explains that this flexibility enables the team to “bring each couple’s vision to life,” rather than shoe-horn a wedding into a predefined template.
This philosophy ensures that each event is deeply personal, unique, and thoughtfully crafted to reflect the couple’s identity and story.
Even after over a decade, Cheryl remains deeply motivated.
Every wedding is unique, so it’s always interesting and gets me excited.
To her, no two clients are the same, and every event opens a new creative chapter. This ongoing sense of discovery keeps her work fresh, meaningful, and invigorating.
The Wedding Concepteur offers local and destination wedding planning and coordination. Their rates are fixed, yet Cheryl emphasizes that she and her team remain open to customization. “We’re always open to couples’ requests and happy to share how we can help,” she notes.
Whether a couple wants full planning, day-of coordination, or a bespoke mix, Cheryl approaches every inquiry with collaboration and transparency. She encourages early and open communication so that the team can tailor services effectively without compromising excellence or vision.
While Cheryl says every wedding she plans is special, one stands out: her first destination wedding. In Bali, at Alila Villas Uluwatu, she and her team took initiative in a way few planners might.
Back then, drone footage wasn’t commonly offered by videographers. But Cheryl and her team didn’t want to let the couple miss out:
“So we decided to rent one, taught ourselves how to use it, and captured some amazing aerial shots for the videographer to include in the couple’s video.”
That moment, she says, was a powerful reminder of how curiosity and initiative can deliver unforgettable results.
Cheryl places enormous value on honest, open communication. “We always tell our couples it is better to overshare than not share enough,” she says, underscoring how even small details can shape the full vision.
Starting from mood boards to final proposals, The Wedding Concepteur walks clients through each stage. Cheryl ensures that clients fully understand and agree to the vision before vendors are consulted or contracts are made. She goes through every proposal carefully, fine-tunes details, and only then forwards it to floral designers and other vendors for quotation.
Cheryl works across locations, but two venues have become especially meaningful in her portfolio:
Raffles Hotel Singapore
Alila Villas Uluwatu (as noted above)
These venues align with her aesthetic of timeless elegance and thoughtful design, whether she’s orchestrating local weddings or destination celebrations.
Cheryl acknowledges that a seamless wedding requires teamwork. “When everyone is on the same page, things flow beautifully,” she reflects.
But not all days are effortless. There have been instances where venue managers were less cooperative, testing patience and demanding ingenuity. In such moments, Cheryl’s calm and proactive approach shines:
Sometimes we could calmly explain why something was important… other times, we just had to roll up our sleeves and handle it ourselves to make sure the couple’s day was not affected.
It’s this balance of diplomacy and action that drives her success.
Budget conversations are clear, structured, and strategic. Cheryl asks each couple about their top three priorities, helping them clarify what matters most. “It helps them stay focused on what truly matters,” she explains.
She also keeps the budget sheet updated in real time, ensuring that couples never face unexpected costs or unwelcome surprises. This transparency builds trust and empowers informed decision-making.
Cheryl’s advice to couples is practical, insightful, and honest:
Don’t ask vendors to replicate photos you found on Instagram or Pinterest.
Don’t select vendors solely because they offer a lower price point.
Choose vendors whose style you genuinely love because this ensures authenticity in your celebration.
“Originality matters,” Cheryl asserts. She notes that creative vendors are protective of their unique identities, and asking for copies can strain relationships and reputations.
Looking back, Cheryl’s advice to the up-and-coming planner version of herself is heartfelt and simple:
“Stay true to yourself and trust your instincts.”
When asked about bucket-list venues, Cheryl is refreshingly open:
I do not have a dream wedding venue in mind; just take us anywhere outside of Singapore! We love a good challenge, and are excited to see what is possible.
For Cheryl, the journey and the celebration matter more than the backdrop — each new location offers opportunity, creativity, and possibility.
