Interview With The Sarah Young: 25 Years of Defining the Unseen Art of Luxury Planning
In this milestone interview, we celebrate 25 years of industry leadership with Sarah Young, the visionary who pioneered professional wedding planning in Malta and transformed it into a global discipline.
Moving beyond the surface of aesthetics, Sarah reveals the "unseen art" of luxury - a world built on rigorous responsibility, emotional intelligence, and the quiet absorption of high-stakes pressure.
From the technical challenges of her hit series "Flip the Venue" to the delicate balance between AI innovation and "high-touch" human connection, Sarah reflects on a career defined by evolution.
This conversation is more than a retrospective; it is a masterclass in professional ethics and a roadmap for the next generation of creatives, proving that true luxury isn't found in visible excess, but in the profound reassurance of a perfectly executed vision.
Congratulations on 25 years! Looking back to your very first year in business, what was the ‘gap’ you saw in the event industry at that time, and how does your founding vision still influence the way Sarah Young Events operates today?
Thank you! When I started 25 years ago, The concept of a professional wedding or event planner simply did not exist in Malta at the time. The role was unfamiliar, the service was often misunderstood, and there was very little global exposure to the profession as we know it today. Therefore the gap was literally filling in an actual gap for a service that was not offered as yet.
As a pioneer; it meant doors were often closed rather than opened. People didn’t yet recognize or understand the value of having one professional overseeing the entire process from logistics to flow, guest experience, and contingency. There was no reference point or proven blueprint that this was a necessary service to offer.
That experience shaped my founding vision: one point of responsibility, one clear vision, no assumptions. That principle still defines how we operate today. We plan holistically, we work end-to-end, and we take full ownership of every detail. Yes, trends have changed, but the core belief hasn’t. When someone entrusts you with a milestone moment, nothing can be left to chance.
Over the past two and a half decades, the definition of ‘luxury’ has shifted from opulence to experience and personalization. What has been the most significant change in your clients’ expectations, and how have you evolved your service to stay ahead of these trends?
The most significant change is that clients no longer want to just see luxury. They want to feel understood.
Clients today are highly informed and globally exposed. They value flow, discretion, emotional intelligence and seamless execution far more than visible excess. They expect intuition, reassurance and solutions before problems ever surface.
We’ve evolved by becoming even more rigorous behind the scenes while keeping the experience outwardly calm and effortless.
Personalization today lives in timing, transitions, atmosphere and guest experience, not just aesthetics. Staying ahead means listening deeply, planning meticulously and simplifying everything for our clients, not complicating it.
Your YouTube series, Flip the Venue, has been a hit for its behind-the-scenes look at event transformations. What was the most challenging ‘flip’ you’ve ever documented, and what is the #1 lesson you hope fellow planners or venues take away from watching your process?
In truth the most challenging flips are never about the venue itself, they’re about tight timelines, technical limitations, weather variables, supplier delays or last-minute changes, these factors are what truly test the planning process and are rarely visible to guests.
However if I had to mention one in particular it would be the one from Season 2 Episode 4 in which set-up timing was completely compromised from the start, due to no fault of ours but that of venue management issues, and this made it a challenge throughout for us but our job was to perform a miracle, change certain designs and set up last minute, until we finally made it right on time! This particular episode I only watched once during the edit phase as I get very anxious remembering the stress involved that day but at the end we made it 100% perfect.
One of the core aims of Flip the Venue is to show just how many hours of preparation, co-ordination and problem-solving it takes for clients and guests to arrive and find everything perfectly in place. What looks effortless on the surface is usually the result of intense behind-the-scenes work and rapid decision-making, often dealing with issues that could easily become disasters if not handled correctly.
The key message I hope fellow planners and venues take away is this: beautiful outcomes are built on disciplined planning and experience and to never stop learning.
Creativity thrives when structure is in place, and calm execution only comes from deep preparation. When things go right on the day, it’s rarely luck. It’s the result of knowledge, foresight, and the ability to respond under pressure without letting it show.
We’ve moved from paper planners and physical mood boards to AI and 3D renderings. How do you balance the adoption of new event technologies with the high-touch, personal connection that luxury event planning requires?
Technology is a tool, not a replacement for judgment or human connection.
We embrace innovation where it adds clarity, efficiency, or confidence, such as visualisation and planning systems. But luxury is still deeply human. It’s built on trust, intuition, and relationships developed over time.
The balance comes from using technology to support our decision-making, while ensuring the client experience remains personal, conversational and reassuring. High-tech should never replace high-touch. It should simply allow us to deliver it better.
After 25 years at the top of the industry in Malta, what do you believe is the most misunderstood aspect of luxury event planning?
The most misunderstood aspect of luxury event planning is that the visible result is only a fraction of the work involved.
Luxury is often mistaken for aesthetics or scale, when in reality it is about preparation, judgment and responsibility. It’s the ability to anticipate problems before they arise, to make complex decisions quietly and to absorb pressure so that clients never feel it.
What guests experience as seamless is usually the result of countless decisions made in advance, and many more made in real time. All made calmly, discreetly and with absolute accountability.
True luxury is not loud; it is reassuring. It’s knowing that if something goes wrong, it will be handled without escalation, without drama and without becoming visible.
That level of confidence doesn’t come from trends or tools. It comes from experience that is earned over time.
As you celebrate this silver anniversary, what is the legacy you wish to leave for the next generation of event planners entering the industry in 2026? What is the ‘one big thing’ you are still excited to achieve?
I hope the legacy is one of professional leadership where event planning is recognized as a discipline grounded in responsibility, preparation, ethics and long-term reputation, not just creativity.
Alongside my work in planning, I’ve become increasingly involved in keynote speaking and panel discussions within the international events industry. What matters most to me in these settings is sharing practical insight (information that planners and suppliers can genuinely apply).
Whether speaking about working with different demographics, marketing to those demographics, communication, leadership, or body language, my focus is always on raising standards and encouraging thoughtful, sustainable practice.
As for what still excites me: evolution. Continuing to contribute through mentoring, media and education, while helping shape how our industry is perceived both locally and internationally. After 25 years, the passion hasn’t faded, it’s simply become more intentional.
