Wedding Planning During the 4th Wave of COVID-19
Prior to 2020, engaged South Asian couples would typically start planning their wedding months — if not years — in advance. Unfortunately, the COVID-19 pandemic turned everyone’s plans upside down, including those of the recently betrothed. Thousands of weddings were abruptly cancelled or postponed, and no one was able to predict if or when things would go back to normal.
With vaccinations in arms and some restrictions lifted, a portion of weddings that were booked in 2020 finally took place in the spring and summer of 2021. These events often ended up being smaller, simpler affairs, due to government restrictions or personal preference. But the wedding plans of so many hopeful brides and grooms still remain in limbo. So where does that leave newly engaged couples today?
Voices from the Industry
The Saree Room spoke to Sairah Lila, CEO and Lead Wedding Planner at A Love Story, to understand the current state of wedding planning in the “4th wave” of COVID-19. With nearly a decade of experience, Sairah has witnessed firsthand how the health crisis has reshaped the wedding industry.
“Now every season is wedding season. The pandemic has created a massive sense of urgency.”
— Sairah Lila, CEO and Lead Wedding Planner, A Love Story
Sairah explains, “Wedding season used to be late spring and summer, but now every season is wedding season. Everyone wants their wedding to take place as soon as possible in order to avoid potential restrictions or lockdowns. This has put an incredible strain on wedding vendors and suppliers — from venues, to decorators, to makeup and henna artists.”
While some couples have reduced the size of their weddings, expectations for quality and detail remain high — despite shorter turnaround times and overworked vendors. Wedding planners have always been key to ensuring a bride’s special day goes as planned, but they are truly indispensable for couples navigating today’s industry.
“Newly engaged couples need to understand that there is still a backlog of couples trying to book their weddings, and that the industry may not catch up for years,” Sairah says. “Most of the venues and vendors I speak to are now booking well into 2023 and 2024 — this is unheard of. Couples are finding themselves in uncharted waters, and it’s my job to help navigate them through.”
Tips for Newly Engaged South Asian Brides
Sairah emphasizes the importance of prioritization and flexibility. First, determine what truly matters. Have open conversations with your partner and families about what you value most: would you be happy with a smaller wedding sooner, or would you prefer to wait for the larger wedding of your dreams?
Compromise will also be essential. Vendors across the industry are fully booked, so if you are considering a wedding within the next 18 months, you will likely have to make adjustments based on availability. Budgeting carefully is another must, as costs have increased due to both supply chain disruptions and higher demand.
Finally, creativity can help couples move forward. Many are choosing intimate civil ceremonies to legalize their marriage while postponing large receptions for a future date. Others are exploring unconventional venues or “pop up” style arrangements. The more open you are, the more opportunities you will discover.
Finding Hope in the Chaos
South Asian wedding planning is an overwhelming endeavor on the best of days, and the pandemic has only made it more challenging. But with patience, creativity, and the right support team by your side, it is still possible to create a beautiful and memorable wedding experience.
If you recently got married, we’d love to hear your story — the challenges, the triumphs, and any advice you can share for couples just beginning their journey. Your insight could help another bride or groom find clarity during an uncertain time.
