“The Business Resource For Wedding Entrepreneurs”

Photographed by The Beautiful Moments

"It all began after planning our own wedding."

The above seems like a common answer among many wedding vendors when they are asked, "what's the story behind your wedding business?". Yet, this statement is true for Michelle and Linda Chan of Singapore-based Truly Enamoured bridal boutique.

Having planned their own wedding, the sisters realized that local bridal boutiques offer collections that were still very much stuck in the traditional mould. Inspired by the artistic direction of Jose Villa's photography - soft colors, romantic, sophisticated styling - and wanting to be part of a couple's happily-ever-after story, Truly Enamoured was born.

According to Michelle, the word 'Truly' embodies the company's philosophy to be sincere and genuine in the way they treat customers and run the business. She says all of her clients must go through in-depth consultations to discuss their individual and determine their silhouettes, personality as well as skin tone to find the right wedding gown. 'Enamoured' embraces the meaning of love and also projects a sophisticated air that aligns with the styles that the boutique carries.

Photographed by The Beautiful Moments

In order to uniquely position Truly Enamoured in the wedding industry, Michelle and Linda constantly curate new pieces from designers all over the world. The overall collection in the boutique is highly influenced by their individual - Michelle is into more structured and sophisticated look, while Linda is into softer, flowy silhouettes.

With a distinctive selection of bridal and evening gowns, Truly Enamoured is able to offer a myriad of styles and cater various brides such as those who want ballroom black-tie affairs or the free-spirited rustic-loving ones. Today, the boutique is notable for its rare couture and boutique labels such as Inbal Dror, Sareh Nouri, Alexander Grecco, Cinobi Cinobi, Mira Zwillinger, Ziad Nakad, and Georges Hoebeika to cater the modern brides seeking intricate designs through daring styles.

Looking back at their journey as business owners, Michelle and Linda said that it is important to listen to your brides. Instead of making recommendations based on trends and price tags, invest your time to know them. Apart from carrying international designers and couture bridal and evening gowns, Truly Enamoured also design bespoke wedding stationery under the name Enamoured Paper which focuses on helping Truly Enamoured clients complete the overall look and feel that would like to create for their wedding.

Asked about what it takes to run a wedding business, Michelle said, "We still have a lot to learn, but definitely staying true to our vision and persistence is one that has kept us going!"

Gowns by Alexander Grecco