We’re the only event planners in London that combine creative event excellence with luxury birthday expertise. For high-net-worth individuals who demand impeccable service, creative concepts and complete peace of mind, Sugar & Rind is your partner party planner.
Bespoke Themed 50th Experiences
From Gatsby glamour to immersive theatrical productions, we create completely personalised themes that honour your milestone. Our design team, specialist entertainers and production crew transform your vision into an unforgettable night. Every detail, lighting, décor, entertainment and food aligns to create a seamless, sophisticated experience.
Elite Entertainment & Musicians
We curate exceptional talent: party bands with genuine charisma, world-class DJs, roving performers and live musicians. These aren’t generic entertainers, they’re professionals who’ve performed at Michelin-starred venues and premium events. Your 50th deserves the very best.
Michelin-Inspired Catering & Premium Bars
We partner exclusively with Michelin-trained chefs and award-winning caterers. Menus are entirely bespoke, from elegant canapés to multi-course theatrical dinners. Premium wine lists, craft cocktails and world-class bar service ensure your guests are thoroughly impressed.
High-End Styling & Production
Our award-winning creative director and production team handle everything. Bespoke lighting design, luxury florals, custom installations and immersive staging transform any space into something truly memorable. No detail is overlooked.
Exclusive Venue Curation
We work with London’s most prestigious venues: private townhouses, private members’ clubs, galleries, Michelin-starred restaurants, and countryside estates. We know what works for 50ths and can source the perfect backdrop for your celebration.
Impeccable Event Staffing
Every team member is carefully selected. World-class bartenders (many award winners), experienced event coordinators, and discreet service staff ensure everything runs flawlessly. Your guests will feel genuinely looked after.
Our 50th Birthday Planning Process
From first call to final celebration, here’s how we make your 50th truly special:
GET IN TOUCH
50th Birthday Ideas & Inspiration
Your 50th should feel uniquely yours. Here are the celebration styles we specialise in:
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What Our 50th Clients Say
‘Huge thank you for planning the most fantastic 50th birthday party. It was a massive hit from start to finish and everyone had an absolute ball. Catering, bar, marquee, furniture, security – all fantastic. Fake Tan and the DJ’s had everyone up and dancing all night. Lots of sore heads yesterday but happy memories taken away.’
Jo Flynn, Dulwich
It was the most amazing party and both Philippa and Carmen were brilliant from start to finish. I could not fault the experience. The marquee, band, DJ and whole set including furniture choice was top draw. We wanted a nightclub feel and they delivered with the sound system and lighting out of this world. We could not recommend this company enough.
Spencer Coomes, Bedford
I had a really great experience for my 50th birthday. Philly managed absolutely everything, which made the whole thing so smooth and easy for me. It was clear she had everything under control, and I felt totally looked after the whole time. Really appreciated her calm, capable approach. Would definitely recommend!
Vanessa Vasquez, Maida Vale
“An amazing experience from start to finish…… Leading to the best party we have ever had. Philly adds her personal touch along the way helping me with areas that I hadn’t thought about. The website is easy to use and constructive in that it helps assess the cost however small/large you want the event to be. Would highly recommend!” Theo Kiakides
Frequently Asked Questions About 50th Birthday Planning
Where should I start when planning a 50th birthday celebration?
Begin with three fundamentals: your guest list (intimate or grand), your preferred date, and your overall budget. Then think about your vision. Do you want sophisticated elegance, a themed experience, or something more relaxed? Once you know these essentials, get in touch, and we’ll develop concepts tailored to your preferences.
What makes a 50th birthday different from other birthday celebrations?
Your 50th is a genuine milestone; it deserves something extraordinary. We recommend investing in quality entertainment, thoughtful design and elevated service. It’s the occasion where guests expect (and appreciate) sophistication, and where the focus is on honouring the milestone rather than generic partying.
What are popular themes or concepts for a 50th?
Popular options range from elegant (Gatsby glamour, Art Deco, formal gala) to immersive (theatrical productions, luxury garden party, art opening) to relaxed luxury (rooftop supper club, members’ club evening). We help you choose what feels authentic to you, then execute it flawlessly.
How far in advance should I book a 50th birthday celebration?
Ideally, 4–6 months for premium dates (summer weekends, December), but we can work with tighter timelines depending on your vision. Top entertainment and exclusive venues book quickly, so earlier is generally better. That said, please confirm your preferred date. We often have availability.
What's included in your full-service 50th birthday planning?
Everything: venue sourcing and booking; creative concept development; entertainment curation and booking; catering menu design and selection; beverage programme and wine pairing; styling and décor; lighting design; marquee/covering coordination, if needed; event staffing; day-of coordination and real-time management. You communicate your wishes; we handle the rest.
Can you work within my budget?
Absolutely. The budget shapes every decision, and we’re skilled at maximising impact within your comfort zone. We work with a range of budgets; the focus is on creating the most memorable experience possible within your parameters, whether that’s £5,000 or £50,000.
Can you arrange everything outside London (Surrey, Kent, Cotswolds)?
Yes. We regularly plan 50th celebrations throughout the South East. Many clients prefer countryside locations for milestone birthdays. We have trusted supplier networks in these areas and provide equally seamless service. We can also coordinate events across multiple locations if needed.
Can you provide Michelin-standard catering?
Yes. We work exclusively with Michelin-trained chefs and award-winning caterers. Every menu is entirely bespoke, from elegant canapés to multi-course theatrical dinners. We can arrange menu tastings, wine pairings and premium bar service to suit your vision.
How do you handle entertainment booking for a 50th?
We have direct relationships with London’s top performers: bands, DJs, live musicians, roving entertainers and production specialists. We vet everyone personally. Entertainment is curated specifically for your event, with no generic or one-size-fits-all options.
What happens if something goes wrong on the day?
We’ve planned hundreds of events. Our team anticipates issues before they arise and has contingencies in place for everything. You won’t see the problem-solving; you’ll just experience a seamless, perfectly orchestrated celebration.
How far in advance should I book premium entertainment for my 50th?
Top bands and award-winning DJs book 8–12 weeks ahead, particularly for summer dates and weekends. We have extensive relationships and can sometimes secure exceptional talent at shorter notice, but earlier booking guarantees better options. Contact us to confirm your preferred date and availability.
Can you help make my 50th feel personal and meaningful?
Absolutely, that’s the entire point. We discuss your story, your preferences, meaningful moments and what matters to you. That information shapes the concept, entertainment choices, menu, décor and overall flow. Your 50th should feel like your celebration, not a generic event.
Ready to Plan Your Perfect 50th?
Let’s discuss your vision. We’ll develop a concept that’s absolutely right for you, coordinate with premium suppliers, and deliver a 50th birthday you and your guests will genuinely never forget. Stress-free, sophisticated, unforgettable.