Biggest market for wedding decoration Saudi Arabia possesses one of the biggest markets for wedding decoration, designs, preparation and suppliers. Just think of all the hotels, wedding halls and daily wedding parties that we come across. As Saudi’s youth begin to marry, the demand for wedding accessories and furniture seem to grow as well. To confirm this fact, the 12th Saudi International Wedding Fair, Saudi Weddings Fair 2011, took place at the Jeddah Hilton Hall from Feb. 27 to March 1. The opening seemed like a wedding party; the event more like a costume party. Women from different age groups and backgrounds flooded the location wearing clothing items varying from evening dresses to casual. With many wedding designers, Spas, florists, chocolate shops, and lingerie designers participating, Saudi Weddings Fair 2011 was distinguished by the comprehensive approach to house the latest innovations and developments of the bridal world.
The fair was the only one of its kind where visitors across the Kingdom could see, touch, taste, hear, compare and learn about the products and services displayed — all under one roof. It was also a useful resource for families who are in the process of planning for that memorable day. More and more designers recognized the potential and made their way to the Kingdom. “We are based out United Emirates, but many of our clients are from Saudi Arabia,” said Rawan Al-Rashid of Voila who came from the United Arab Emirates to showcase her firm at the wedding fair for the first time. She added: “We presented several kinds of chocolate and fruits designed with different colors and shapes. We started in the UAE, and now we are targeting the Saudi wedding market. We noticed the difference between Saudi and Emirati taste. Emiratis are looking for more expensive items with complex designs, as opposed to those in the Kingdom.”
The wedding fair was a big improvement from last year, especially when many companies from different countries participated. Furthermore, photographic art and the industry were presented for the first time at the fair. “There is an urgent need to develop the photographic work and boost the relation between the photographer and the bride,” said Raw’ah Mira, a Saudi photographer. “Most brides find themselves forced to visit the photographer and arrange for their wedding without even being aware of the decoration and makeup. Today, we are offering special services where we going to meet the bride and organize with her the colors that she likes, the decoration, the makeup that suits her face and many other factors that can improve the picture quality.” However, both participants and visitors had numerous suggestions on how to polish the fair. “It was better than last year, but we still want to see more healthcare during marriage, as well as preparations before marriage for couples,” said Muna Anan, a Saudi photographer and newlywed.
Narjes Saleh, an architect, visited the wedding fair to have a look at the latest available wedding decorations, but got amazed with the large number of hairdressers who turned the fair to a salon. “The layout is very random; they should have grouped sectors together. For example, all companies dealing with designs should be next to each other, while the health section should be separated. Unfortunately, the hairdressers turned the fair into a salon trying to promote themselves,” she said. Amani Abdulwassie, a veteran of the local design for 20 years, acknowledged the exhibition’s efforts for trying to draw in the Saudi wedding market. “The wedding fair is a good idea where we can bring all the local and international designs. Although there is a big interest in international designs, Saudi women still prefer Saudi designs,” she said.
It seemed that Saudi women only gathered around the sections for wedding dresses, chocolates and makeup, neglecting the natural care products. “This is still the first day, which is why women are being drawn to the fantasy clothes, wedding dresses and decorations. However, after they finish touring the exhibition, they will want to check out the beauty and health sections,” said Hadil Al-Hmiani, a sales representative from Natural Care, which offers several kinds of creams and body and hair oils — all extracted from the Dead Sea in Jordan. Although the fair gathered a large number of local and international products, Saudi designers only presented a few designs, while others presented products that didn’t suit wedding parties. Noura Al-Amoudi, a talented Saudi girl, participated for the first time by displaying handmade lingerie in addition to traditional clothes printed with pictures of King Abdullah. “I know that some of my products are irrelevant to the wedding parties, but I still want to make benefit of this huge market. That’s why I am displaying many products such as prayer covers, headscarves and traditional Saudi clothes printed with King Abdullah’s pictures to get potential clients,” said Al-Amoudi,
The Saudi Arabian wedding sector is a multi-billion dollar industry growing at 20 percent per annum. It is one of the most affluent markets in the world where traditional weddings are of great importance and where no expense is spared. Figures of the Saudi bridal market have recorded over 1.5 million marriages during 2008 — 26 percent of which were held in the Makkah region by itself.
Saudi Weddings Fair 2011 is considered the largest bridal shopping event of the year in the Kingdom. The show is for ladies only, primarily attracting young Saudi brides-to-be, their families and the affluent expatriate community.