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Indian 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 . 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 , a breath- ornate fabrics, vibrant colors, bold floral taking sight in her ruby 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. 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 , ,” 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 no skimping.” The aforementioned weekend-long bandi, a 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 , 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 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, “ 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, 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 -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. They just need to look like they could nite advantage, it is not essential, she said. be. What to put in a mock portfolio: bold, “I just want to see that a florist has monochromatic designs (especially those designer, they will some exposure to cultural looks, even if it’s including red blooms); tall, architectural just in a magazine spread, and that they centerpieces with exotic buds; embellish- seek you out.” have the skills to create it,” she said. ments. (“My Indian brides tend to like a lot Though “it can’t hurt” for florists to of crystals on their flowers,” Kurian said.) —Frankie Peltiere, AIFD, owner, do a little research on the various cer- Since most florists don’t have a man- Festive Atmospheres, LLC emonies and traditions of Indian wed- dap or yards of ornate fabric hanging out in dings, “basically, they’re job is all about the back room, a strong relationship with a the aesthetics,” Kurian said. “I’m there vendor specializing in Indian props is cru- to take care of the religious aspects and cial, Peltiere said. Usually the starting point ultimately run the show.” for any planning, the props vendor has not

glamorous garb Brides wear very ornate and need flowers that will complement — not compete with — their attire. Think: bold, monochromatic designs, said Dallas- based wedding planner Shelley Kurian. RAPHY G PHOTO

N SI YA

A MZ HU > East meets best

The inaugural show, in the Frankie Peltiere, Average number of Average budget Renaissance St. Louis Grand Hotel in AIFD Indian/fusion wed- per wedding: December, featured musicians, danc- Owner, Festive dings per year: 12+ $9,000 to $50,000 ers, a prayer room covered from ceiling Atmospheres, Average size of LLC, wedding: 400 to to floor with sheets, a fashion show St. Louis, Mo. 900 flaunting the latest line from a high- end designer specializing in Indian and Pakistaniattire, and a three-course dinner, for which IWED charged $55 April Schweitz Average number of Average budget a person. (The fee covered food and Mason Indian/fusion wed- per wedding: performers. Recognizing that the event Owner, Mocha dings per year: 3 $5,000 to $10,000t could generate business for the hotel, Rose Floral Average size of too, Peltiere leveraged an established Designs wedding: 200 to professional connection to get the con- Pittsburgh 300 ference space free of charge.) Nearly 400 guests paid to attend be- cause it wasn’t just a collection of vendor booths, “it was about creating an experi- ence,” Peltiere said. Not a single one of only the furniture and accessories specific hunts for more, because Indian wed- them, however, would be walking down to the culture, but also the influence to pull dings “are so profitable,” he said. He and the aisle anytime soon. you into the vendor lineup. other St. Louis wedding vendors formed “It’s mostly mothers who attended,” You could also try hobnobbing with the a group called the International Wedding he said, adding that parents do much of medical community. According to Forbes and Event Designers (IWED), which puts the planning. At the show’s end, dozens magazine, Indian Americans make up less together wedding shows specifically for of mothers approached him about doing than 1 percent of the U.S. population, but Pakistani and Indian brides. their daughters’ weddings, including constitute 8 percent of our physicians and The idea to give prospective Indian several who said these weddings were at surgeons. Volunteer work with the local clients a preview of what he could do least two years away. hospital granted M’s Flowers entrée into the struck Peltiere a few years ago, when “The groom didn’t even exist then,” Montebello Indian community. Nomura’s he did the flowers for a conference he said. father’s first wedding was the daughter of for Eastern doctors. The event drew one of the board members. 4,000 people. Get Acquainted “I looked around the room and The consultation experience for an Mark Yourself as Multicultural thought, ‘wow, there could be a lot of wed- Indian wedding is not strikingly different Though Peltiere gets a steady stream of dings here,’ and no one’s specifically tar- than it would be for any other wedding, clients from referrals, he also actively geting this population,” he said. Schweitz Mason of Mocha Rose said.

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Ran No Akari

24 FLORAL MANAGEMENT | AUGUST 2012 | WWW.SAFNOW.ORG four days of festivities Indian wedding traditions vary according to where the families are from or their sects, but most Hindu weddings last four days, following the schedule below.

Day Three: The Wedding The wedding starts with the baraat, the groom’s processional. Family and friends of the groom sing and dance to a dhol as he

RAPHY makes his entrance on a horse. After this, the bride’s mother G welcomes him into the family with an aarti, which involves a tray PHOTO holding sweets, a lantern and loose petals. Then the bride and N SI groom exchange garlands, as do the men in the bride’s family with YA

A the men in the groom’s. MZ

HU The wedding ceremony, held under a mandap, a four-pillar altar adorned with Indian designs and fabrics (and often flowers), Day One: The “can be quite long, but some choose to have an abbreviated ver- This is when the bride and her closest sion,” Kurian said. female family members and friends gather The most important tradition is the sapta-padi, the seven steps together in traditional attire, and a profes- that the bride and groom take together around a fire, which is con- sional designer or friends and rela- sidered the sustainer of life in the Hindu religion, she said. As they tives of the bride paint an intricate design circle the fire, they chant , which are sacred vows the bride on her hands and feet. and groom make to one another. “The atmosphere is a festive one, with Floral needs: loose petals (to throw at baraat, to decorate aarti tray, traditional Indian music, singing and danc- to line the aisle); garlands for bride and groom, family members, statues, ing,” Kurian said. “Tradition has it that the mandap; bouquets, corsages, boutonnieres (for fusion weddings) darker the henna designs are on the bride’s hands, the more her husband and in-laws will love her.” Floral needs: loose petals, centerpieces RAPHY G PHOTO

N SI YA

A MZ o i HU on Stud on isi /In-V P Day Four: The Reception The post-wedding after-party consists of lively Indian music Stephen Barry Barry Stephen

and dancing, usually amid elab- RAPHY G Day Two: The Sangeet orate backdrops and columns. PHOTO

“The celebratory and festive N

An English translation would be “singing SI

is reflected in all YA

together” or “singing with musical accom- A aspects of the reception, includ- paniment,” Kurian said, “which is a fitting MZ

ing the brightly colored attire of HU description for this pre-wedding bash.” the wedding guests, along with Singing and traditional Indian dancing, in- traditional Indian embellish- cluding the garba and dandia, are the main ments that are seen in design aspects of this event. and décor,” Kurian said. Floral needs: centerpieces Floral needs: tall, elaborate centerpieces; loose petals for trays of food

The magazine of the Society of American Florists (SAF) 25 > East meets best

a booming You’re going to find out what she’s wear- ing, discuss colors choices and negotiate demographic price, just as you would with all bridal According to the 2010 census, clients. It’s just that there may be decid- there are more than 2.8 million edly more of those consultations, more Asian Indians living in the U.S. (.9 details to hammer out (such as dimen- percent of the total population), sions for ceremony pieces) and more up from about 1.7 million (.6 per- family members with whom to confer cent) in 2000. That’s an increase (including, sometimes, not just parents, of 69 percent, making this demo- but siblings, as well, Kurian said). raphy graphic one of the fastest growing g For a typical Indian wedding or fu-

ethnic groups in the U.S. hoto sion wedding (half Indian, half western), P n n si

Where Are They? Schweitz Mason meets with the wedding a Y New York City and Los Angeles planner and the bride or her parents a mz u

have the highest concentrations up to eight times compared to the one H of Indians (526,133 and 119,901, or two she does for western weddings. cultural blend Fusion weddings respectively), but it’s not just the If that figure made you balk, fear not. incorporate some Western traditions, big metro areas along the coasts Clients aren’t fussier, she emphasizes, such as bouquets for the bride and that attract this population. but the events are longer and therefore her attendants, Kurian said. Midwestern cities, such as Chi- packed with more details to review. cago (171,901), Detroit (55,087), Because very few Indian American Minneapolis (29,453), St. Louis bridal families shop around for a florist trust that you understand their culture, what (16,874) and Cincinnati (14,696) — they rely heavily on referrals within they need and can deliver it.” have significant Indian com- the community — Schweitz Mason and The ability to interpret the bride or munities — as do several in the other florists say they do not charge for her family’s vision for the wedding is key, South, including Dallas (100,386), the initial consultation. After the third Calvimontes said. Houston (91,637), Tampa, Fla. meeting, though, Schweitz Mason bills “Often, they know what they want, but (23,526), Raleigh, N.C. (20,192) the client by the hour, with additional they don’t know how to express it,” she said, and Richmond, Va, (12,926). charges for travel, on site visits at venues noting that challenge is one brides from all and mock-up designs. Deep Pockets backgrounds can face. “Florists with good Meetings may also demand a bit With a median income of $90,711 communication skills, like April [Schweiz more homework. Before the first one, in 2010, Indians have the highest Mason], can figure out what the family Schweitz Mason researches the family’s household income of all ethnic wants the room to look like and help them religion and some of the wedding tradi- groups in the U.S., according to pick the right flowers and styles to get it.” tions that go along with it. (For a crash census data. With so many things going on over course, see “Cultural Cheat Sheet.”) Of the nation’s 691,000 physi- so many days, the big picture of an Indian “It’s not mandatory, because there’s cians in the Department of Labor wedding trumps the micro details that have usually a wedding planner or a cultural di- statistics, approximately 100,000 been known to throw some exacting brides rector who lays everything out, but it helps are of Indian origin, said Mark into fits, Peltiere said. them feel more comfortable if I have a little Stone, CEO of the American As- “[Indian brides] are not nearly as picky familiarity,” she said. “You need them to sociation of Physicians of Indian about the types of flowers used as Western Origin. And that proportion is brides,” he said. “It’s great — none of them likely to grow: Today, one out of are insisting on peonies or garden roses.” every four medical students is of Instead, they ask for floral designs with Indian origin, Stone said. Jill Nomura color and impact, which provides him a Co-owner, M’s Indians also lead in the engi- lot of creative flexibility and minimizes the Flowers neering and technology fields. A stress and expenses involved with trying to Commerce, La source out-of-season blooms. But without 2007 study from the University of Habara and California, Berkeley, reported that Montebello, Calif. specific requests, florists must be able to one-third of engineers in Silicon identify what the big picture should look like Valley are of Indian descent and Average number of Indian/fu- to suggest the flowers and designs that will 7 percent of high-tech there firms sion weddings per year: 20+ achieve it. are led by Indian CEOs. Average size of wedding: 400 For a starting point, ask not only what to 600 the bride is wearing but also what her family Average budget per wedding: will be wearing. $10,000 to $40,000 “They spend a lot of time and money picking the perfect outfits — often traveling

26 FLORAL MANAGEMENT | AUGUST 2012 | WWW.SAFNOW.ORG

> East meets best

cultural cheat sheet Although most Indian weddings involve a wedding coordinator who handles the religious aspects of the ceremonies, it never hurts to familiarize yourself with the o culture’s style and traditions to i provide services that will wow

your client. Stud on isi style study guide • With the tagline, “for the bride who craves culture,” Munaluchi Bride (munaluchibridal.com/blog) Barry/In-V Stephen adorned Garlands play a major role in Indian weddings, decorating family offers florists a sense of the members’ necks, statuaries, tables and, often, the mandap. styles favored by Indian brides, The grandest garlands, though, are worn by the bride and groom. said Shelley Kurian, owner of Escada Weddings in Dallas. • For real wedding inspiration, back to India to have them custom made Peltiere itemizes everything from the consult popular blogs, such — so everything must coordinate,” Peltiere florals to the labor, and during negotia- as Style Me Pretty, with the said. If you don’t ask, you risk losing their tions suggests scaling back the height of search term “Indian wedding.” business, he said, “because they will think centerpieces, for example, or prioritizing • Seeing traditional Indian you’re disinterested.” decor that will be near the front of the attire can also provide a Kurian recalls one florist she worked room, where the most honored guests springboard for design ideas. with who offered an attire-inspired finish- will be seated. For a catalogue, see ing touch that thrilled a bride planning a sanaazdesign.com. fusion wedding. Train for the Marathon “Instead of using satin or ribbon to If your last wedding had you tearing tradition tutorials decorate her bouquet, she asked the bride down centerpieces until 2 a.m., consider • To learn about customs, if she had any spare swatches of fabric that a light workout compared to the Wikipedia actually provides a from the ceremony she’d like wrapped marathon matrimony that is an Indian thorough breakdown. Search around the handle,” she said. “Little details wedding event. “Hindu wedding” or like that can make a big difference.” Indian weddings are “very profit- “South Asian wedding.” Once you have prospective details able,” Peltiere said, “but you will have to • To connect with a professional mapped out, prepare for a little negotiating work for it.” in the Indian wedding business, over the price. The week of an Indian wedding, here are a few national “That’s just one of their traditions,” Nomura and eight to 10 employees put in planners who specialize in Schwietz-Mason said. “Bartering is ex- “easily 100 hours,” between processing Indian weddings: pected because they’re holding such a big, flowers Monday and Tuesday, arranging Spotlight Style expensive event and the families want to garlands and centerpieces on Wednesday spotlightstyle.com feel confident they did everything they and setting up for each day of festivities, Sonal J. Shah Event could to get the best price.” which can take 10 to 12 hours. Consultants For his first few Indian weddings, Nomura keeps a roster of part-timers sjsevents.com Peltiere took the insistence on a lower who have experience with large events. Tanari Events price personally, “thinking that (the fam- “The more hands you have available, www.tanarievents.com ily) thought my work was worth less than the better,” she said. “You will want help, Planning Elegance it was.” Now, he recognizes that it is just a but not anyone will do,” she said. www.planningelegance.com cultural difference. Peltiere’s tips: “caffeine and comfort- Working Brides “Know, when you submit a pro- able shoes.” www.workingbrides.com/wp posal, that they will want you to take a Katie Hendrick is the senior editor percentage off,” he said. “So don’t low- of Floral Management. khendrick@ ball yourself.” safnow.org

28 FLORAL MANAGEMENT | AUGUST 2012 | WWW.SAFNOW.ORG