I don't know how you want to say it, but I've seen one too many celebrity wedding press conferences (since when did weddings need press conferences, really?) to know that a wedding is a marketer's dream come true.
This weekend, South Korean actress Jeon Ji-Hyun (also referred to as Gianna Jun) got married at the place to host your wedding in Korea: The Shilla Seoul. For the press conference, she wore a beautifully beaded and demure Jenny Packham gown - only to change into a more delicate and revealing Reem Acra number for the actual ceremony. Although too early to tell, it doesn't seem like her celebrity guests were styled by a specific brand (like French label Céline once did, although never officially publicized by the brand, for a different wedding last year).
|Jeon Ji-Hyun at the press conference held before her wedding ceremony|
|the one photo released from her ceremony|
|February 2012 issue of Korean Cosmopolitan with a 7-page Cartier feature.|
But these retailers are not targeting my Korean-American mom, or me for that matter. No, they want the full undivided attention of the Asians in Asia. Because that, my friends, is precisely where the growing opportunities lie.
Some of my older friends who reside in Asia are getting engaged - and like my friends in the US, a small box is almost always involved. While my friends in Asia may not be posting photos of the their left hand immediately after their Facebook relationship status is updated to "engaged" like my American friends so often do, the fact that a diamond has become so ubiquitous in a marriage proposal in a culture where modesty has traditionally taken prominence is very intriguing.