Couples hosting a few guests are advised to leave planners out on the account of costs. Photo/REUTERS
Marriage is the triumph of imagination over intelligence, of hope over experience.”
-Oscar Wilde
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The wedding industry has evolved over time to become one of the most lucrative businesses across the world.
In the US, 2.3 million couples wed every year, meaning that there are nearly 6,200 ceremonies daily.
At an average cost of $20,000 (Sh1.6 million), organisers spend $72 billion per year.
About $8 billion is spent per year on honeymoons, pushing the figure to $80 billion.
Research by wedding services company Samantha’s Bridal last year found that at least 28,000 couples wed in Kenya yearly.
The average cost of a wedding for middle- and upper-middle class families was pegged at about Sh1.5 million.
This translates to Sh42 billion.
These figures have seen the wedding planners grow from a handful providers five years ago to 150 today.
Like other industries, the wedding business is also coming out of the post-election gloom to near 2007 levels when the industry was at its peak thanks to consumer confidence.
In the past, weddings used to be run by committees drawn from both the couples’ families and friends.
The committees would handle planning and raise funds.
More players
Not anymore; there is a slow but definite change of roles.
The middle and upper classes are doing away with committees and embracing professional touch — at a cost.
“The general change in socio-economic trends has seen the wedding industry develop to accommodate more players ,” said Hope Mwinzi, a wedding planner and publisher of Raspberry Weddings magazine.
The cost of nuptials is rising, with costs averaging Sh1 million compared to Sh500,000 five years ago.
Wanjiru Kariuki, who is the online administrator of a website providing wedding content, says planning has become detailed, involving, and getting more complex as tastes change.
“If well managed it can register good returns. You, however, need to have a lot of professionalism, uniqueness and innovation to give your clients what they want and more if you want to get into this business,” she said.
Wedding experts advise that one has to ensure that everything is in place: the venue, the caterers, décor, transport and other ‘small’ bits for a successful staging.
Ms Kariuki says the cost is a status affair.
“Weddings to most people are a sign of a person’s social class; so, it is the image that one is trying to portray that will determine their budget,” said Ms Kariuki.
While one couple will spend Sh200,000, another will budget with Sh15 million according to taste.
Some elements are constant while others vary. Hiring vehicles, officiating fees, and photography usually do not change while catering, entertainment, the venue and the décor change.
The variables determine the budget line. If a couple, for example, wants the reception at an exclusive five-star restaurant with a live band and rare blue roses, they have to produce more for the colour and ambience.
Sometimes a couple can find it difficult to stick to the budget owing to new demands along the way.
This presents a headache to planners who have to play with the figures without compromising quality.
According to Ms Kariuki, this is not uncommon and one needs to be prepared for it.
“The best thing is to have a fall back plan; a supplementary budget of sorts that will cater for any emergency that will crop up along the way”, she says.
To save on costs, most couples make arrangements several months prior to the big day to facilitate organised and meticulous plans.
The average time to hire a wedding planner is four to six months, giving them room to understand and provide what the couple wants.
Some couples however, decide to do things on their own as opposed to hiring a planner.
While this may cut costs, Ms Kariuki cautions against it, saying it might get complex along the way for the couple.
“Wedding planners are experienced and have a wider network of service providers owing to their experience so it would be wiser to hire a planner instead of sourcing for the services on your own.”
For couples with more modest budget lines, a wedding planner is, however, an unnecessary expense.
“If you have like Sh50,000 to spend with a limited number of guests, it would be unwise to commission a wedding planner who is going to cost you Sh30,000,” she said.
With the growth in the Kenyan economy and as more people move into the middle- and upper-class, planners are increasingly finding a growing market in couples who want to do things professionally.
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