Over three days, from 10 to 12 July 2015, a Singapore bridal magazine brought its Fabulous Weddings show to couples planning a wedding. It came just after the magazine’s June 2015 revamp, and the new issue was showcased alongside the show.
The advance notice promised a spread of wedding and evening gowns from bridal exhibitors, packages and perks from venues, and fringe activities, including fengshui sessions. It was a typical wedding fair: a place to compare gowns, venues and extras in one go.
A familiar format, with a new opening
The show had already become a regular fixture. A media release dated 9 July 2015 described it as returning for the third time that year, with more prizes and bigger deals from its venue exhibitors. The January edition in 2014 had run from 10 to 12 January at the Marina Square Central Atrium. It ran from 11am to 9pm over the three days.
The July 2015 edition added something new. The magazine held its first Venue Awards presentation at the Atrium just before the show, on 10 July from 10am to 11am, and the ceremony also launched the show. The winners included Grand Hyatt Singapore, Concorde Singapore, Shangri-La Hotel Singapore and Village Hotel Katong.
What visitors could do
The programme centred on browsing and booking. It included live music from Merry Bees Live Music, a bridal gown competition where brides-to-be voted for their favourite gown to win a gown rental package, and tarot card readings by Renaye & Paul Metaphysics Academy. Exhibitors included Bridal Concept, Cang-Ai Wedding, My Dream Wedding, One Farrer Hotel & Spa, The Aisle Bridal, The Joyden Hall and Yvonne Creative Bridal.
Couples who bought a package also had a chance at prizes. The Buyers’ Draw was worth $19,800, with prizes such as Goldheart jewellery, a three-day, two-night stay at Four Seasons Resort Langkawi and a free rental of a flower wall from Ektory.
Fengshui sessions
Renaye & Paul Consultancy Group ran a booth offering complimentary readings, aimed at couples looking for auspicious dates to marry or general advice. Appointments were booked in advance. Each session lasted 10 to 15 minutes. The booth was open on Saturday 11 and Sunday 12 July 2015, from 11am to 7pm.
The Ektory offer
As a show exclusive, couples who signed up for Ektory’s packages during the event could get up to 20 per cent off. The brand offered bespoke flower backdrops and prop rentals for weddings, so the discount suited couples planning styled ceremonies and receptions.
The goodie bag and the digital issue
Couples who registered in advance were promised a goodie bag worth $50 and a complimentary digital copy of the June to August 2015 issue. The terms limited registration to one entry per couple and gave the bags to the first 300 couples while stocks lasted. Collection had to be made in person, with valid ID.
The previous editions drew a steady crowd. The magazine’s earlier exhibitions had attracted about 400 to 500 couples over the three days. The 2015 offer of 300 bags was therefore a sizeable share of that likely turnout.
How the show developed
The July show continued in later years in a larger format. The 2019 edition was held at VivoCity from 4 to 7 July. It offered more than $27,000 worth of prizes, including a $1,000 cash prize. That was well above the $19,800 Buyers’ Draw of 2015.