How To Plan A Marriage Proposal: This Dubai-Based Expert Reveals Exactly What Goes Into Curating An Unforgettable Moment
When it comes to planning marriage proposals, Caroline Ralston, founder and CEO of Dubai-based Proposal Boutique is the pro you need to know
For British-born Caroline Ralston, planning extravagant marriage proposals was an obvious idea following her own surprise proposal – an elaborate event orchestrated by her now-husband that took place over four days in New York City.
Responsible for curating some of the most intricate set-ups in the region, 37-year-old Caroline and her team at Proposal Boutique have successfully become one of the most sought-after planners in the UAE.
Editor Nina Catt caught up with the founder and CEO to get a sneak peek behind the scenes at what goes into planning the ‘big question’…
Please describe your job in three words… Romantic, creative, personal.
What was the driving force behind launching your own company? I received my own dream proposal in 2013. It was filled with surprises and so much romance. The proposal took place over four days across various parts of New York. All my friends were so envious when I shared the story and wished they’d had a proposal like mine, so I then began helping friends with their proposal planning. When I did some online research, I discovered that there was no one in the UAE helping people plan marriage proposals! So that is when I decided to set up Proposal Boutique. Before launching my business, I was cabin crew for Emirates and private jets. I have a first-class degree in Tourism Management.
Did those previous experiences help in the set–up? I feel like my academic background has definitely helped me with the business aspects such as marketing and evaluating international travel trends, as the majority of our clients are from overseas. My time spent working in first class and on private jets gave me exposure to working with clients who have the highest of expectations and service standards. It also taught me to focus on incredible attention to detail, so every element of the proposal is perfect and there are multiple back-up plans in place.
What was your vision for the company? To be the world’s leading proposal planning company, aligned with the UAE’s vision for promoting happiness. Proposal Boutique continues to be the UAE’s primary proposal planner, curating and delivering sensational marriage proposals. The company prides itself on showcasing Dubai as the world’s leading proposal destination. Each proposal is customised and completely personalised, ensuring clients receive a truly tailored five-star service, from inquiry until the big moment itself.
Can you tell us about the actual creative process? Of course. A potential client will send us an email, WhatsApp message or call us to seek proposal help. We then schedule a 20-minute Zoom consultation to get an understanding of what they are looking for. Depending on what the client’s requirements are, we then either recommend one of our set proposal packages, some of which include rooftop ideas, beaches, yachts and helicopters. We’ll then send a questionnaire so we can get to know the couple better and work out ways that we can personalise the proposal. This can include sourcing her favourite flowers, playing a first date song for the proposal moment, or having her favourite poem read out as part of the proposal speech.
Or, we offer a bespoke one-of-a-kind option and work with the client to provide a truly personalised proposal. This can be something that has never been planned before in Dubai, such as privatising a golf course and having a flash mob. We then send a detailed proposal consultation form and have an in-depth Zoom consultation where we find out about how the couple met, what her favourite memories are, her hopes and dreams for the future, her jewellery preferences etc. The entire Proposal Planning Team then get together to go through the results from the consultation and do some secret stalking on her social media platforms to gauge an even more in-depth understanding of the couple.
Sounds exciting. What next? We then set up venue meetings and get quotes from suppliers and generate two unique proposal ideas based on what we think she will love, and is within the client’s budget. The client then decides what idea he prefers and then we get to work on the planning! The whole team will be involved in this process as we evaluate the consultation findings, research the couple and start to formulate the unique and personal elements.
Once the client is happy with the plan, we then take care of all the logistics and bookings. We book venues, get all the permits, do all the paperwork, put contingencies in place such as bad weather back-up plans and formulate a proposal itinerary for our client so he knows exactly what to do on the day. We outline everything he needs to do, minute-by-minute. This includes what to say and how to act on the day, where to arrive and at what time, how to propose, what to wear and so much more.
How many people are usually involved? The team set up the proposal décor on the day which can sometimes involve 15 coordinators and take eight hours. The team are there throughout the whole proposal to oversee the smooth running of everything.
What is the average lead time to organise such a spectacular event? Some men are super organised and plan up to 18 months in advance, but others give us 24 hours’ notice… the latter are always fun and a nice challenge for the team.
What is the number one thing you get asked for? A famous Dubai view! This is key to our business and the majority of our couples value the backdrop above all else. As such, we are always on the lookout for new venues with spectacular views, such as the Burj Khalifa, Burj Al Arab or the marina skyline.
What factors need to be taken into consideration? Firstly, we ask what their girlfriend would like – as that needs to be their priority. So many clients come to us asking for a beach proposal but then we find out that their partner hates the sand, or they ask for a rooftop but she is terrified of heights. We gather this information in our initial consultation so we can help put forward the best options.
What’s your favourite part of planning proposals? Seeing the ‘yes’. A proposal is a couples’ most important milestone moment up to this point, and our clients are putting 100 per cent trust in us, so there is so much pressure to make sure it is perfect for them. This is all worthwhile when you see her say ‘yes’ (and his big smile).
And what is the most challenging part? Time constraints. A lot of our proposals involve many different elements with a lot of suppliers involved such as caterers, hotels, florists, transportation companies, fireworks and much more, so it is extremely challenging working with so many vendors and suppliers in a very short space of time to get the vision to come to life.
What is the most memorable proposal you have ever created? Our client was flying in from Taiwan and wanted a truly big Dubai proposal. He wanted three proposals in one day. The couple started their day with a private helicopter tour of the city where he did his first proposal. After their helicopter landed, they were ushered into a Rolls-Royce and taken to the Montgomerie golf course. Here, we had arranged a flash mob. We’d been video calling our client in the weeks running up to the proposal and he was part of the virtual rehearsals where he had his own dance routine at the end, which his girlfriend was super shocked about. He then got down on one knee and proposed a second time.
After that, they were then taken by limousine to the Burj Al Arab where we hired an underwater dining room that we filled with her favourite flowers, a musician and deep divers that presented the ‘marry me?’ question underwater. He got down on one knee and proposed again with the third ring! This was one of my favourites because it was one of my very first proposals, had multiple elements and I love dancing, so I attended a weeks’ worth of flash dance rehearsals which was so much fun.
What has been your biggest career highlight to date? Having the agents of premiership footballers WhatsApp me to plan their clients’ proposals and date nights.
What sets your company apart from other event planners in the region? We are only focused on proposals and date nights, so we know everything there is to know about this. We work with each client on a truly personal and unique level of service, and have been around for eight years so we can offer invaluable guidance to our clients. We offer a full concierge service for them and even help them write their speech and pick the engagement rings.
Where is the most magical place in Dubai you have planned a proposal? We exclusively hired Zeta restaurant at Address Downtown which has the closest and most incredible views of the Burj Khalifa and the fountains. The rooftop was so incredible and even though it was a vast space, we were able to transform it into something so intimate and romantic.
Which celebrity couple’s proposal from the past do you admire the most? Heidi Klum and Seal are still my favourite celebrity proposal to date. Seal had an igloo built for her in the Canadian Rockies and whisked her there by private helicopter. They were dropped off at their igloo that was filled with candles and a romantic dinner.
That sounds incredible. Finally, what’s the number one piece of advice you’d give to someone planning a proposal? You must think about what your partner will love. Sorry gentlemen, but this is all about her. Spend time thinking about all the things she loves and the stories that she has told you over your time together. Incorporate these elements into your proposal to show her how much you love and know her. These are the things that will make the proposal truly unforgettable.
Visit Proposalboutique.com
From the A/W22 issue of Harper’s Bazaar Arabia Bride.
Images courtesy of Proposal Boutique