Brides, Inc.: American Weddings and the Business of Tradition

Uncover the fascinating history of the American wedding industry with Vicki Howard's "Brides, Inc.: American Weddings and the Business of Tradition." This meticulously researched and engaging book delves into the commercial forces that have shaped the rituals and customs we often take for granted. Far from being timeless traditions, many aspects of the modern weddingfrom the diamond engagement ring to the elaborate catered receptionare the result of shrewd marketing, innovative merchandising, and the entrepreneurial spirit of businesses eager to capitalize on the celebration of love. Howard's work, recognized as "Best of the Best from the University Presses" by the American Library Association, takes you behind the scenes of this $70 billion industry. Journey back to the 1920s through the 1950s, a pivotal period when the wedding industry began to solidify its hold on American culture. Discover how retailers, bridal consultants, etiquette writers, and caterers cleverly "invented" traditions to drive sales and establish new consumer rites. "Brides, Inc." reveals the surprising stories behind seemingly ingrained practices. Learn how jewelers strategically promoted the diamond engagement ring, etiquette experts standardized wedding procedures, and bridal magazines cultivated an image of the "perfect" wedding. The book highlights the crucial role women played in this transformation, as many female entrepreneurs and businesswomen were at the forefront of shaping wedding culture. Beyond the glitz and glamour, Howard explores the deeper societal implications of the wedding industry's rise. She examines how, during World War II, the formal white wedding became intertwined with notions of democracy and American prosperity, solidifying its place in the national identity. The book also traces the evolution of wedding services, from the introduction of gift registries that streamlined gift-giving to the emergence of bridal salons and wedding packages that simplified the planning process. This isn't just a history of the wedding industry; it's a captivating look at how consumerism and marketing have profoundly influenced our most cherished traditions. Vicki Howard's insightful analysis challenges our assumptions about weddings and provides a fresh perspective on the forces that shape our cultural landscape. From the early days of bridal magazines to the emergence of modern phenomena like David's Bridal and the evolving landscape of gay weddings, "Brides, Inc." offers a comprehensive and thought-provoking exploration of this enduring American institution. A must-read for anyone interested in social history, consumer culture, or the business of love.