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The Business of Multicultural Weddings – Niching Yourself

Today’s guest post is written by Preeti Moberg of The Big Fat Indian Wedding. Preeti has some business savvy tips on how to niche your business and to find your market sweet spot.

With a market value over $20 billion dollars, multicultural weddings are the sleeping giants of today’s wedding scene. To successfully appeal to this subset of brides and grooms, however, it’s important to recognize the distinct cultural elements involved in these weddings. We’ve laid out five tips below to help you break into this market and uphold the traditions and customs valued by this emerging client base.

  1. Add a little color to the white dress regime. While bridal magazines and websites have embraced beautiful ivory-laced gowns for decades, it may be time to diversify the content with some multicultural threads and spreads. A section devoted to multicultural weddings alongside fusion wedding elements throughout a website or e-zine is an excellent means to cater to a broader audience. A banner or sidebar of photos should showcase a wedding with distinct cultural elements, such as a henna-clad bride or a Persian wedding’s Sofreh Aghd (an elaborate spread of food and décor).
  2. Collaborate with multicultural wedding blogs. There are a number of wedding and beauty blogs that target specific cultural groups, including, GayWeddings.com, The Big Fat Indian Wedding, Munaluchi Bride, and more. It would be beneficial to tap into this subset of blogs with a co-written article, review, or advertisement. These blogs are also a great learning resource for industry professionals to better understand the marital customs and traditions specific to certain cultures or religions.
  3. A picture is worth a thousand words. Organize a styled shoot to showcase what you have to offer multicultural brides and grooms. Try collaborating with other industry specialists to appeal to a broader audience. A single photograph can convey cultural elements of designer gold jewelry, professional décor, catered food, decadent desserts, and ethnic fashion.
  4. Attend ethnic events and wedding fairs. To branch into this market, it is important to meet and befriend experts in the industry. Bridal exhibitions are an excellent way to gauge what ethnic minority communities need to plan weddings. By attending and participating in cultural events and wedding fairs, your company can gain both inspiration and contacts!
  5. Increase your social media presence in cultural spheres. While we’ve discussed the collaborations with other cultural wedding blogs, social media also plays a major role in breaking into this niche. Applying the appropriate hashtags on twitter or instagram that appeal to certain cultural groups, such as #shaadi (Hindi for wedding) or #dulhan (Hindi for bride), can help give your company the edge it needs to succeed. Broaden your cultural vocabulary and use it to your advantage on all social media platforms.

Breaking into the business of multicultural weddings is a transition that is necessary for an ever-diversifying world. There may be challenges, but with these tips in hand, you will be an expert on multicultural weddings in no time.

Head shot- Preeti- web size copyPreeti Moberg is the founder of The Big Fat Indian Wedding, an online bridal resource that inspires with South Asian Wedding traditions, trends, fashion and real weddings.

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Be Sage Conference – Registration Open

BeSageAnnounce2Please join us this November 1-3, 2015 at Be Sage Conference!

Be Sage Conference is for experienced wedding professionals who are looking to reach the next stage in their business.

These are some of the topics that will be covered at this year’s conference:

  • What are the pros and cons of growth? When is growth a bad thing?
  • How do I create a Succession Plan?
  • What should I be doing to prepare for my personal financial future? What about 401ks, IRAs, etc?
  • How can I write more compelling copy to improve my branding?
  • How can I better balance my life and my work? Help me with the juggle!
  • How can I improve my body language to maximize my sales?
  • How can I protect my brand against defamation, bad reviews, crazy people, and gossip?
  • How can I use crowdsourcing for my business?

The conference will take place at the gorgeous Adolphus Hotel in Dallas, TX.

You can learn everything about Be Sage Conference by clicking here.

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Be Sage Conference Tickets Go On Sale Monday, February 2nd

On Monday, February 2nd at 10am EST, we will be opening ticket sales for Be Sage Conference 2015. We will be announcing the location and our topics. SET YOUR ALARM!

Another thing you may want to know… we have a sign up sheet here for those interested in our special rate. We will NOT be offering an early rate.


Our Promise to You…

As always, we are committed to top-notch business education that will challenge the way you currently do business. You will walk away smarter, brighter… sage(r)… and armed with tools to use in your business. (There will be no fluffy stuff… Only the good stuff that makes a big impact on your business.) 

You’ll make lasting relationships with people who value professionalism, depth… And also like to laugh! We value friendliness, openness, and approachability. Share your mind with us!

We like to share the knowledge of speakers outside of the industry (as well as some insiders) because we feel that we can learn so much from the success of others with their original insight and varied experiences. Speakers will be announced throughout the spring.



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Michelle Loretta to Speak at Fleurology Luxury Design Symposium

It is a huge honor for me to be presenting at Fleurology Luxury Design Symposium with David Tutera, Corbin Gurkin, and Leila Lewis, this April in San Diego. Will you join me there? The Fleurology Symposium is an invite only event intended for an elite group of designers with a strong background in floral design, who possess the skills necessary to achieve unparalleled success in the luxury event design industry, currently headed by world renowned event designer David Tutera. The conference will be covering creative and strategy topics for a well-rounded business focus.

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Here are more details:

APRIL 21 – 23, 2015

If you are interested in receiving an invite, please apply here.

See you in San Diego!

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February 21, 2015 - 4:58 am

Karen Powell - would love to be able to attend this great event!

4 Tips for Staying Profitable in the Off-Season

No matter how successful your wedding business is, you probably still see a decline in business and profits during the off-season. The fact of the matter is that more weddings occur in the summer and fall than any other time of year. (If you are in Florida or another hot region of the US, your seasons are likely opposite.) Even though your business may be in decline during these months, you still have bills to pay. So what can you do to stay profitable during the off-season? Below you will find four tips for maximizing profits outside of wedding season.

Offer Off-Season Incentives

If you want to entice potential clients to book their off-season wedding with you, you may want to consider offering some incentives. Incentives don’t necessarily need to come in the form of ‘discounts’. (A word that I like to stay away from, particularly when trying to show the value your bring clients.) You can incentivize potential clients in the following ways:

  • Offering an additional service, free of charge
  • Offering additional product, free of charge (As a stationer, throwing in thank you notes was a great way for me to book an invitation job and didn’t cost me too much.)

Become a “Winter Wedding Expert”

A way to identify yourself as THE go-to person for winter weddings is to feature your winter work. Show potential clients how lovely a winter wedding can be. The key with marketing a new idea/service/niche/etc is to broadcast it loud and proud. This means: put it on your website, put it in your blog, get published, do style shoots, introduce yourself as “I specialize in…..”. Take advantage of this challenge! There are still people who marry in the snow. You have to help them identify with what YOU do.

Expand Your Offerings

While it is important to identify and maintain your position within a particular niche in the wedding industry, there is no reason why you can’t expand your business to increase your off-season sales. To increase business during the off-season, you might consider adding corporate events, birthday parties, and holiday parties to your docket for a little extra income. You can always limit these events to the off-season if you want to reserve the busy season for your most profitable events — weddings.

Manage Your Cash Flow

You still have to pay your bills during the off-season, but there may be some easy ways to save money, and manage cash, so you stay in the black all year long. If you take a deposit and a final payment, one thing to consider is taking a ‘middle payment’ (3 payments in total). Here’s what I see happening:

  • Cash comes in the Fall when client pays deposit/retainer
  • Cash comes in Spring when client pays final balance

WINTER is painful with little money coming in.

A way to fix this is to look at your slowest time for cash inflow and schedule a client payment during that time. In the Midwest, it’s likely January & February. In the South and Southeast, it’s likely July & August. (Email me if you need help managing cash flow.)

Just because most weddings happen during the summer and fall doesn’t mean that you have to let your business die during the off-season. Fortune favors the bold, so go out there and find new and exciting ways to make your wedding business profitable even in the off-season!

How do you stay profitable in the off-season? Share with us in a comment below.

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