My confidence is built on two decades of dedication to maintaining high standards. I always aim for excellence, striving to uphold the highest standards for myself and those around me. I’m genuinely committed to understanding my client’s needs and to achieving the best possible outcomes for them…”
Sarah Jane Feyling
As an entrepreneur and the creative director of a life she loves, Sarah Jane Feyling embodies the spirit of adventure and creativity that comes from her Irish roots, combined with twenty seven years of life as an expat. Her passion for curating a diverse portfolio of events – ranging from dynamic corporate gatherings to enchanting weddings and luxurious travel experiences – reflects her belief that every occasion is a chance to craft unforgettable stories. With an eye for detail and a heart for connection, she inspires those around her to embrace the beauty of life’s moments, transforming dreams into vibrant realities that resonate with joy and inspiration. Sarah talks to us from Dubai, where she is currently based…
C&B: “Sarah, it sounds like you’ve had a well-traveled life filled with unique experiences; what made you gravitate towards Dubai as your base?”
SJF: “In 2001, I was living in Sicily when a professional opportunity arose in Dubai; I moved and it was a leap of faith that I’ll never regret!”
C&B: “Dubai is an incredible place full of amazing venues and outdoor locations; what originally inspired your career in events, and how did it evolve?”
SJF: “I began my journey in the events industry when I started wedding planning in 2004; at that time, there was a gap in the market since no one had embraced this Western style of planning. I recognised the opportunity and seized it! My clients were high-net-worth individuals and industry leaders who later requested that I organise their corporate and social events. As a result, the company naturally expanded into these areas.”
C&B: “How did your background support that decision? Had you previously studied hospitality or events?”
SJF: “I studied mass communication in college, and part of my coursework included event management; although I initially intended to pursue a career in public relations, a mix of opportunity and fate led me down a different path into event management…”
C&B: “Did you have train with any other individual or brand; what gave you the skills and the confidence to branch out on your own?”
SJF: “In addition to my studies in mass communication, I took a wedding planning course. I was recently married myself and, as I’d hired a planner for my own wedding, I was inspired by my personal experience and the concept of this emerging industry.”
I strive to see things from my clients’ perspective, whether it involves the smallest details of a wedding or adhering to brand guidelines for corporate events. My goal is to create events that I myself would enjoy attending as a guest. While my profession involves planning events, I’ve been fortunate over the past 20 years to have been invited to some extraordinary occasions, which continually inspire me and push me to elevate my work each time.”
Sarah Jane Feyling
C&B: “Your appearance is very striking and memorable; how did you develop your unique dress sense, and what influences and experiences shaped your fashion choices along the way?”
SJF: “I’ve always had a passion for ‘dressing up’ rather than following fashion trends. Since childhood, I’ve associated beautiful clothing with special occasions and celebrations. Subconsciously, I’ve tried to incorporate that joy into my everyday life. I’m not afraid to experiment with my wardrobe, and some of my outfits might even be seen as theatrical. Although it wasn’t intentional, my style has become part of my personal brand. To me, my external world reflects my internal feelings, so when I put thought into my outfit choices, I believe it positively influences my mindset throughout the day…”
C&B: “Does your passion for fashion influence your current work and the way you approach your professional endeavours?”
SKF: “In 2010, I attended a summer fashion design course at Parsons New School of Design in NYC, which I found incredibly beneficial. It taught me to critically analyze fashion, style, and functionality. Similarly, when organising events, it’s important to look beyond aesthetics to assess functionality and ensure everything is considered from an operational point of view.”
I have a very diverse portfolio of clients that span the globe, so the combination of varied locations and brands always makes the projects dynamic and exciting…”
Sarah Jane Freyling
C&B: “What would you say attracts your clients to use your service as an Event Director and what makes your approach unique?”
SJF: “I would say emotional intelligence is key: the ability to understand the client as an individual – beyond their brand or family expectations – and to align what they express with what they truly desire, then deliver on it. During COVID, when the event industry was on hold, I took a family and couples therapy course, recognising its potential benefits for my career. I work with a diverse range of nationalities, cultures, and brands, making it crucial to comprehend the underlying dynamics of individuals and mediate, whether among family members, clients with differing opinions, or between clients and vendors. In addition, living in Dubai and organising global events for prominent brands and individuals gives me access to a vast creative talent pool, ultimately benefiting my clients.”
I’m fortunate to work with a diverse range of clients, including high-net-worth individuals, luxury brands, prominent companies, and non-profit organisations; 99% of my business comes from word-of-mouth referrals by clients and industry sources like venues and professional organisations.”
Sarah Jayne Feyling
C&B: “Do you travel for business a lot, and if so, which locations are you typically visiting?”
SJF: “Currently, I travel a minimum of twice a month to various locations based on client needs. This year, we organised fourteen events for the Olympics in Paris, and my upcoming event is also there. Additionally, we’ve hosted events in Dubai, Marrakesh, Scotland, Saudi Arabia, and Cyprus. I’ve conducted site visits in Amalfi, Sardinia, Turkey, Paris, Portugal, and Bali, and I’m actually flying to Switzerland tonight.”
I’ve collaborated with Cartier, Banyan Tree Hotels in the Seychelles and Thailand, as well as numerous five-star hotels in Bali…”
Sarah Jane Feyling
C&B: “There are so many beautiful venues around the world, which are your favourites, summer and winter – and why?”
SJF: “That’s a tough question to answer! My personal favourite venue is the Opera Garnier in Paris, no matter the season. There’s something enchanting about that building. For summer locations, the French Riviera is unbeatable, while for winter, a charming and historic castle with a roaring fire in each room is simply perfect.”
C&B: “Many of your clients and their guests are very high profile; what’s your policy regarding media coverage and event photography – do you encourage it or do you prefer total privacy at the events you plan?”
SJF: “One of my recent weddings was featured in TATLER Magazine, but many of my clients do prioritise their privacy. Due to discretion or contractual agreements, we often don’t share photos. At some of the royal events I’ve organised, guests are required to surrender their phones until the event concludes to prevent any images from being leaked to the press.”
For the most part my career is very rewarding knowing that I’m creating a special memory for someone – be that for a corporate, social or wedding event. For the latter it is quite an honour to be trusted with what many consider the most important day of their life…”
Sarah Jane Freyling
C&B: “How many projects do you typically undertake per year?”
SJF: “The number of events I take on usually depends on the event’s scope, and I typically limit myself to four per month. However, as part of an exclusive agreement for an event I am currently organising in Dubai, I’m not taking on any other projects until this event is completed.”
C&B: “Living in Dubai, a city known for its innovation and grandeur, what would your dream project be? What elements would you incorporate to make it unforgettable, and how would it reflect the vibrant culture and energy of this incredible city?”
SJF: “That’s a tricky question because I’ve been quite fortunate so far; in recent years, I’ve had the opportunity to work on several projects that mix luxury travel with exclusive events, and I’ve thoroughly enjoyed them. My dream project would involve organising a multi-country event for a select group of 30-50 guests. It would be about crafting experiences that money can’t buy: gaining access to exclusive venues typically closed to the public and creating unique experiences in those private settings. Each event would offer a private audience with distinguished authorities, experts, industry leaders, or celebrities. The goal would be to provide time with inspiring figures and foster meaningful connections with role models. Ultimately, it’s people who leave a lasting impact and who are remembered long after the event is over. I always say ‘people make an event’ and by that, I mean the guests. Even the most spectacular event can fall flat if it’s not tailored to the right audience. It’s crucial to understand the mindset of both the client and their guests and to create something that is both unique and impressive!”
WEBSITE: http://www.sarahfeyling.com
IMAGES: Millionways Studios
VIDEO: Lana Karalus