Sarah Feyling: The New Chapter in Luxury - Beyond Weddings
Sarah Feyling is a name synonymous with luxury, scale, and impeccable execution in the Middle Eastern events landscape. After building and successfully selling her renowned firm, Couture Events, Sarah is now writing a powerful new chapter. Trading the firm's brand for the weight of her own name, she returns to the international stage with a vision that is bolder, more strategic, and focused on global luxury consulting: Sarah Feyling Consultants.
Her work has evolved to transcend the traditional scope of wedding planning. While she continues to produce bespoke, high-value celebrations for private clients, her focus now includes advising luxury hotels on elevated guest experiences, curating spectacular events for global brands, and working with clients who desire experiences that simply "haven’t been done before." This transition is a recognition that her expertise in crafting discreet, spectacular, and deeply meaningful moments is valuable across the entire luxury hospitality sector.
In this exclusive interview, we dive deep into the heart of her philosophy: the psychology of events. Sarah shares why true luxury is not just about the aesthetic spectacle, but about the emotional objectives—creating moments that will be "felt, talked about, and remembered" long after the event is over.
Discover how Sarah Feyling blends creativity, practicality, and emotional intelligence to push boundaries and redefine what is possible in the world of high-end event design.
After your journey with Couture Events, what inspired your return to the events industry and the decision to operate under your own name?
Selling my first company was a milestone I’m proud of, but it was always part of a bigger vision. The real turning point came when I recognised that my personal name carried more weight than any brand I could create.
This was reconfirmed after an Italian company did a brand audit years before I sold my company, and during that period, I changed the name to Couture Events by Sarah Feyling for that very reason. That made it clear the future wasn’t about attaching myself to a company but about elevating everything I do under my own name. My return isn’t about repeating what I did before; it’s about elevating to something far bigger: luxury at an international level. Today, my work goes beyond weddings alone.
It’s about advising luxury hotels, global brands, and private clients on how to create experiences that are not only spectacular but also deeply meaningful, discreet, and memorable. That’s where my focus is now, and where my name carries me.
How has your experience with corporate events influenced your approach to luxury weddings, and vice versa, in your current venture?
What has always fascinated me is the psychology of events. Every project, whether corporate or personal, has objectives. Sometimes those objectives are measurable and strategic, and sometimes they are deeply emotional. To succeed, you need both empathy and emotional intelligence to understand what truly matters to the people you are working with. On the corporate side, I know what it means to protect a brand’s image, not only because I work with global companies but also because I own my own brand and it carries my name.
Corporate clients often involve working with several brand managers over many years, and that means understanding the human side as well as the corporate objectives. On the wedding side, you are supporting people at one of the most emotional times of their lives.
A wedding is every bit as strategic as a corporate event, if not more so, but with the added intensity of family relationships and emotion. That is why I completed a qualification in couples and family therapy. It allows me to recognise dynamics, anticipate tensions, and help couples and families find harmony through the process.
The combination of strategic insight and human understanding is important, but above all, it is about ensuring the client feels heard. What I have learned is that planning an event, whether corporate or a wedding, is not only about executing the vision flawlessly. It is also about managing the client relationship and fulfilling the emotional objectives behind the brief.
In the last five years what are the most significant changes you’ve observed in the Dubai luxury events and wedding market?
Dubai is home to over 200 nationalities, and with that diversity comes constantly evolving expectations of what luxury means. Every culture brings its own perspective. In the last five years, the shift has been clear.
Clients are far more discerning. It is no longer about spectacle alone, but about creating experiences that feel authentic, discreet, and deeply personal. Innovation plays its part through immersive and highly personalised experiences, but the true evolution is in values. Luxury in Dubai today is not about being seen; it is about belonging to an inner circle. It is less about what money can buy and more about the moments that money cannot.
How are you building and differentiating your personal brand in this competitive landscape?
My differentiation lies in two things: credibility and versatility. With nearly two decades of experience, I’ve worked across cultures, sectors, and continents. My brand is not just about executing events, but about advising some of the world’s most recognised companies, luxury hotels, and private clients on how to elevate experiences at the highest level.
My role is to go beyond planning, to guide with insight, to advise with discretion, and to collaborate as a trusted partner throughout the process. Clients know they receive my personal attention and discretion, with the strength of a carefully chosen team ensuring the highest standards are met.
What unique challenges and opportunities do you now see in delivering bespoke luxury weddings and corporate events in the Middle East?
One of the things I love about working in the Middle East is that you never know who will be on the other end of the phone. It could be a global brand planning a major launch, a local family celebrating a milestone, or a couple flying in quietly to elope. It keeps you on your toes. Dubai is a centre of innovation, and here you have to not only keep up but stay ahead.
There’s also the balance between scale and intimacy. Clients here often want events that are impressive in scope but still personal and meaningful. That can be a challenge, but it is also where you blend creativity with practicality to deliver ideas that truly work.
For me, the opportunity is in bringing those two sides together, respecting traditions while suggesting ideas that feel fresh and relevant. Luxury in the Middle East is not just about spectacle; it’s about moments that will be felt, talked about, and remembered long after the event is over.
Looking forward, what is your vision for Sarah Feyling Consultants, and what kind of projects are you most excited to pursue?
My vision is to position Sarah Feyling Consultants as the trusted partner for luxury event experiences. What excites me most is creating something that hasn’t been done before. I like to push boundaries, particularly when it comes to choosing a venue that isn’t easily accessible, because the setting sets the tone before the event even begins.
I prefer to find reasons to do something rather than listen to other people’s excuses not to, and that will always be my focus. For me, the future holds the possibility of creating events that break new ground, whether that’s advising a luxury hotel on its guest experience, producing a gala for an international brand, or curating a destination wedding that feels like a true work of art.
2024 was an incredible year for me in terms of event execution, and 2025 has been instrumental in laying the foundations of what is to come, but I couldn’t be more excited for what 2026 and beyond holds.
