By Katie Hendrick
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> Indian weddings are quite the affair — and quite the moneymaker, if you do them right. BY KATIE HENDRICK icture it: on the low end and can top out at 900, a handsome groom, dressed in a knee- often including family members travel- length, gold and ivory brocade tunic and ing from India. complementary crimson head wrap, rid- This giant gathering calls for multiple Ping down a brick-paved boulevard atop ceremonies over the span of four days, all a white horse that’s also dressed to the of which involve food, music and elaborate nines — including hooves embellished décor — “think festive backgrounds, with with iridescent polish. His bride, a breath- ornate fabrics, vibrant colors, bold floral taking sight in her ruby sari encrusted designs,” Kunian said. Given these details with sequins and crystals, stands in a and the high headcounts, Indian weddings ballroom that’s been transformed into a can be very expensive affairs. Hindu temple filled with tapestries, col- Clients of Erin Calvimontes, owner of umns, gilded statues and flowers seem- Divine Celebrations in Pittsburgh, typically ingly everywhere — hanging from guests’ spend $150,000 to $350,000 on their chairs, bedecking food trays, circling nuptials, with about 20 percent of that every family member’s neck. Nothing and dedicated to floral decor. no one is left unadorned. Even a figure of She credits the communal nature of “When it comes to the Hindu deity Ganesh wears a garland Indian weddings and emphasis on family of roses and jasmine. participation for their festival-like vibe. [Indian clients’] Sound like a scene out of an elaborate “It’s not all about the chick in the white Bollywood film or a movie star’s wedding, dress,” Calvimontes said. organized by one of Hollywood’s favorite In fact, two very popular traditions florals, there’s florists, Preston Bailey or Jeff Leathem? (which vary depending on the family’s Hardly. sect) are totally groom-centric: a sehra no skimping.” The aforementioned weekend-long bandi, a turban ceremony in which the nuptials happened in Pennsylvania. Two groom’s family and friends shower him —Jill Nomura, co-owner, o I doctors in their twenties got married — to with loose petals, and a baraat, the M’s Flowers the tune of $350,000. groom’s processional ride on a white on Stud on And that’s just within the average horse (see “Four Days of Festivities” for ISI price range for an Indian American wed- a rundown of a typical Indian wedding). ding. These opulent affairs, which typi- After the groom is feted, they celebrate cally span three to four days and involve the union of families during a ritual hundreds of guests from across the coun- called an aarti, when the bride’s mother Stephen Barry/In-V Stephen try and around the globe, generally fall in welcomes the groom with a tray topped the six-figure category. From Pittsburgh with sweets, a lantern and flowers. Then, to Pasadena, Tampa to Tacoma, these in what is called a milni, men from the weddings give florists a big chance to bride’s family exchange mallas (garlands) break into a market that’s grown nearly with men from the groom’s family, “fa- 70 percent since 2000 (see “A Booming ther to father, uncle to uncle, brother to Demographic”). Do just one event well, brother,” Calvimontes said. our sources say, and expect steady busi- Note: Each of the above traditions ness with the Indian community for years. incorporates flowers in some way. And that’s a good thing for florists. My Big, Fat Indian Wedding “Indian weddings are all about the “It’s not a marriage between two people, senses,” Calvimontes said. “There’s a tre- but between two families,” wrote Shivani mendous emphasis on sights, sounds and Vora in a 2012 article for The New York smells. Flowers are a big part of that.” Times titled, “Hindu Wedding Planners After more than 10 years decorating sensory experience Whether as Thrive in the United States.” “Parents Indian weddings, Southern California flo- loose petals or thick garlands, floral often shop for their daughters’ trousseau rist Jill Nomura knows just how big a part accents appear in practically every [wedding outfit] from the time they are they play. festivity of a traditional Indian born, and spend a sizable chunk of their “When it comes to their florals, there’s wedding, as shown in this wedding, life savings on the celebration.” no skimping,” said the co-owner of M’s designed by Pittsburgh-based For Shelley Kurian, owner of Escada Flowers, with locations in Montebello, wedding planner Erin Calvimontes Weddings in Dallas, guest lists hit 300 Commerce and La Habera. and florist April Schweitz Mason. The magazine of the Society of American Florists (SAF) 21 > EAST MeeTS BEST The business does at least 20 Indian weddings a year — for $10,000 to $40,000 a piece. Each involves copi- ous centerpieces (40 to 80), dozens of garlands and a floral covering for a 10- foot tall mandap, a makeshift structure consisting of four pillars, under which the bride’s and groom’s immediate families sit during the ceremony. Floral décor extends even to the ani- mal kingdom, said Nomura, who’s made elephant garlands for some of her Indian clients. (“Use big florals without thorns,” she said.) Word Gets Around o M’s Flowers has achieved that impres- I sive volume of Indian weddings without a single advertisement. The most effec- Stud on ISI tive way to be branded the best florist in the Indian community is word of mouth, agree florists and event planners who’ve broken into the market. After Nomura’s father, a co-owner of M’s, did his first Barry/In-V Stephen Indian wedding 15 years ago, the bride’s grand entrance A baraat, the groom’s processional on a white horse, typically parents gave his name to their friends, kicks off the third day of events, as shown here from a wedding designed by who hired him, then referred him, “and Calvimontes and Schweitz Mason. His friends and family members shower him so on and so on,” Nomura said. Now, with flower petals as he makes his way to his bride. M’s enjoys steady business from the Indian community for weddings and who already know this market. (For a Indian weddings may look extrava- other events (especially medical fund- list of national wedding coordinators gant, but Calvimontes said selecting a raisers), as well as daily orders through- who specialize in Hindu ceremonies, see florist for Indian clients is often “about out the year. “Cultural Cheat Sheet.”) finding someone who can work on a “All it took was one,” said Frankie “It’s all about networking,” said April budget.” While her Indian clients often Peltiere, AIFD, about the power of posi- Schwietz Mason, owner of Mocha Rose spend double what the average western tive referrals. Floral and Event Design in Pittsburgh. bride might, “not everyone does,” she The owner of Festive Atmospheres, She credits Calvimontes for her in- said. “But a creative florist can make a LLC did his first weekend of ceremonies troduction to the Indian community. little look a lot.” nine years ago and, throughout the Because these events are long, detailed And even those who are throw- event, fielded requests from about a and elaborate, most families hire a wed- ing six-figure events are watching their dozen parents of brides-to-be. ding coordinator, “so building a relation- money carefully. “That’s pretty routine,” he said, of ship with them is a good starting point,” “Remember, that budget has to cover the “dozen or more” Indian weddings Schwietz Mason said. a lot for four days’ events,” Calvimontes he does a year now (with floral budgets ranging from $9,000 to $50,000). “It’s a very tight-knit community. Once you get a reputation as a multicultural designer, they will seek you out.” Erin Calvimontes Shelley Kurian The power of referrals is evident in the Owner, Divine Owner, Escada familiar roster of photographers, caterers Celebrations Weddings and musicians he runs into. “It’s the same Pittsburgh Dallas vendors at every wedding,” he said. Average number of Indian/fusion Average number of Indian/fu- Get in the Vendor Machine weddings per year: 10+ sion weddings per year: 12-15 Average size of wedding: 600 Average size of wedding: As with so much in life, access to the Average budget per wedding: 600-900 Indian community often comes down $120,000 to $350,000 Average budget per wedding: to who you know. And you should know $30,000 to $100,000 vendors, especially wedding planners, 22 FLORAL MANAGEMENT | AUGUST 2012 | WWW.SAFNOW.ORG said. “It’s a huge investment and they Kurian encourages florists to court want to know they are getting the most their local wedding planners, either with a for their money.” phone call or email. Florists who can offer designs with a “Most are eager to build relationships good vase life “that can be recycled from with new vendors,” she said. “It’s a very tight- one ceremony to the next” (think: alstro- Back up your pitch with pictures of emeria, carnations, chrysanthemums) are your work, especially those that highlight knit community. usually the ones who catch her eye. (For your flair for the fabulous and facility with tips on making buds last, see “Fuel Flowers outsized demands. Once you get for Marathon Celebrations,” p. 48.) “That’s the evidence of your style,” she As a wedding planner, Kurian scouts said. “It’s the best way for me to judge if for florists “who are willing to step outside you’re a fit.” a reputation as the traditional American look and try It doesn’t matter that your designs something bold and new.” While experi- aren’t from an actual Indian wedding, she a multicultural ence with the Indian community is a defi- said.