Serving International Couples

Cultural Competency as Business Strategy

@Rose & Revel

When over 35% of your client portfolio comes from international and interracial couples, cultural competency stops being a nice-to-have skill and becomes a core business strategy. For Rose & Revel, serving couples from different parts of the world has evolved from organic network growth into a deliberate competitive advantage - one that opens doors to global referrals, destination opportunities, and premium market positioning.

Singapore’s multicultural landscape presents numerous opportunities for vendors who can authentically cater to diverse couples. The key is building the right systems, networks, and skills to capture these opportunities effectively.

Featuring:
Mivio Wong | Co-Founder & Lead Wedding Planner, Rose & Revel & Lily & Co
Contact: hello@roseandrevel.co
Rose & Revel is a wedding planner based in Singapore with Lily & Co as it’s wedding styling arm.

How Specialisation Emerges (Often Naturally)

Rose & Revel’s international client base didn’t start with a strategic pivot; it grew organically through Singapore’s unique position as a global hub. The country’s cultural richness, global connectivity, and accessibility make it a natural destination for couples from around the world.

“Many of our international clients have returned to us after we planned proposals at iconic Singapore landmarks such as Gardens by the Bay, the Botanic Gardens, Sentosa,” explains Mivio Wong from Rose & Revel. “They refer us to friends and family, creating a wonderful cycle of trust and connection.”

The business development pattern: Proposal planning leads to wedding planning, generating international referrals, creating vendor networks, and building specialised capability. This virtuous cycle compounds over time, but only if you’re intentionally developing the infrastructure to support it.

For vendors considering this market segment, the key is not the entry point, but their commitment to building real expertise when opportunities arise.

@Rose & Revel

The Initial Consultation: What Changes When Couples Are Multicultural

Standard wedding consultations cover vision, budget, and timeline. Rose & Revel’s approach adds crucial layers that many vendors may miss, determining whether international couples feel genuinely understood or simply accommodated.

Their process involves a collaborative wedding vision board that covers mood, traditions, ceremonies, colour palettes, and personal touches. But the real differentiation comes in what they explore beyond the board.

1. Family heritage: Where each partner is from, what their upbringing was like, which cultural elements feel essential versus optional.

2. Location rationale: Whether Singapore offers sentimental value, iconic venues, or simply convenient geography for gathering loved ones from multiple countries.

3. Inspiration sources: Movies, family weddings, books, online content that sparked personal meaning, not just aesthetic appeal.

“We spend more time discussing cultural traditions and unique elements they’d like to incorporate,” Mivio notes. “These often become meaningful focal points in the celebration, so we want to ensure we fully understand their significance.”

The approach extends beyond the couple. When families or close friends are based in Singapore, Rose & Revel arranges informal chats to understand expectations, family dynamics, and how to create celebrations that feel inclusive and respectful.

The business insight: International couples aren’t just booking vendors, they’re seeking partners who understand cross-cultural navigation. Your consultation process signals whether you’re equipped for that role.