Photography: Sing See Soon
A successful family-owned business, Sing See Soon has gained pioneer status with its portfolio of floral creations for prominent clients including The St Regis Singapore; Four Seasons Hotel Singapore; Marina Bay Sands and Resorts World Sentosa.
After 90 years in the business, it has mastered the art of bulk orders, with a level of professionalism and quality that's second to none. "We do 500 weddings a year — that's not counting simple solemnisations and outdoor weddings. Some weekends we do 40 weddings!" says vice-president of sales and marketing Gracelyn Lin. Here, Lin tells us more about Sing See Soon's blooming business.
Are couples restricted to hotels' template themes?
As long as we're on the hotel's panel of vendors, couples are free to discuss customising within their packages. Or you can opt out of the hotel's themes altogether and work with us directly to create from scratch. I've a sales team of seven and we conduct consultations in a private room in our nursery.
Where do you import your flowers from?
We import over 100 varieties of flowers from countries like New Zealand, Holland, China and Malaysia. We fly them in about three times a week to ensure freshness. Flowers generally have a five- to seven-day lifespan from the time they are taken out of their packaging. Despite our affiliation with five-star hotels, our flowers aren't expensive and are comparable to other well-known distributors'.
Do you accept small orders?
I'm very happy working with small budgets from about $200, which includes a bouquet and boutonnière. Just bring some pictures of what you like and I'll be glad to get you a good deal. I like brides who trust, knowing I will give them the best value for their money.
How early should brides consult with you?
There's no real time-frame — I can work a year in advance or even three days beforehand. I recall this bride whose florist cancelled on her; she came to me two days before her big day and she needed flowers for 73 tables at Shangri- La Hotel, Singapore, on Boxing Day!
What's the most memorable wedding you've done?
It was actually a very small vintage/country-themed wedding with only 40 guests at the now-defunct Raw Kitchen. We used an eclectic range of wild flowers in Mason jars tied with yarn, and I even brought in an old swing and wooden barrels to spruce up the venue.
