From a mother's bridal trunk to rental racks: a tradition in transition

Once, a daughter's wedding began taking shape in her mother's hands long before the celebrations arrived. Gold earrings were purchased after months of saving, embroidered dresses were carefully folded and a bridal trunk slowly filled with garments intended for the most memorable days of a young woman's life. Each possession reflected a mother's affection, sacrifice and hope for her daughter's future. Today, that familiar scene is changing. A generation influenced by social media, celebrity weddings and evolving fashion trends is discovering new ways to prepare for marriage. Rental boutiques, artificial jewellery and online resale platforms are increasingly becoming part of bridal shopping, transforming how families preserve traditions passed down through generations. For many Pakistani households, preparing a bridal trousseau was once an essential family ritual. Mothers selected outfits for wedding ceremonies, musical celebrations and family gatherings, often preserving expensive garments and jewellery as heirlooms. The collection represented not merely material possessions but years of planning, sacrifice and emotional investment. However, rising gold prices and the growing cost of designer clothing are encouraging families to reconsider how these customs can be maintained. In Islamabad, gold remains a symbol of family honor, affection and financial security. With 24-karat gold trading at around Rs. 432,500 per tola, according to the rate cited for this report, purchasing a traditional bridal jewellery set has become a substantial expense for middle-class households. Usman, a jeweller at Islamabad's Super Market, told APP that a conventional bridal gold set can cost well over Rs. 1.5 million, depending on its weight and design. For parents who traditionally regarded gold as an essential wedding gift, the expense is prompting a reassessment of long-established expectations. Artificial jewellery offers an alternative, but even imitation ornaments can cost tens of thousands of rupees. Elaborate sets featuring imported stones, zircon embellishments, intricate glasswork and gold plating have become popular among brides seeking traditional grandeur without investing in precious metals. In Rawalpindi' s Saddar commercial area, Muhammad Imran, who manages a jewellery kiosk, says improvements in artificial jewellery craftsmanship have expanded the choices available to brides. Designs inspired by Turkish fashion and traditional bridal ornaments allow young women to achieve an elaborate appearance without purchasing genuine gold. According to Imran, artificial jewellery sets cost between Rs. 15,000 and Rs. 50,000 to purchase, depending on their design and quality. Renting offers another option for brides who want different ornaments to complement multiple wedding outfits. Social media is adding another dimension to this transformation. Celebrity weddings, fashion influencers and bloggers regularly showcase elaborate bridal ensembles, statement jewellery and designer collections on Instagram, TikTok and YouTube. Their wedding photographs and styling videos have become sources of inspiration for young women planning their own celebrations. However, recreating celebrity-inspired looks does not always mean purchasing expensive designer pieces. Many brides now explore rental boutiques, artificial jewellery and online resale platforms to achieve similar styles at a fraction of the retail cost. The trend reflects a generation that values fashionable appearances and memorable photographs while becoming more conscious of the expense involved. The shift is particularly visible in bridal clothing, where the tradition of purchasing multiple outfits is increasingly giving way to rental arrangements. Urwa Shahid faced this dilemma before her winter wedding. Like many brides, she dreamed of wearing an elaborate designer outfit on her special day. However, the cost of purchasing her preferred dress made her reconsider the traditional approach. Following a friend's recommendation, she explored Rawalpindi' s rental markets and found an outfit that matched her vision without requiring the full purchase price. Her experience illustrates how young brides are treating rental arrangements as a practical choice rather than a compromise.