LOS ANGELES — Wedding Store 24 hosted their 9th bridal show, billed as “The Wedding Show for the Modern Bride," at the swanky LA Ritz Carlton LA Live hotel here Feb. 21, attracting hundreds of prospective brides, grooms, friends and family.

Started by Neema Lodhia and Mili Shah, Wedding Store 24 is a wedding concierge service that brings together various vendors under one roof. As Lodhia explained to India-West, they want to give a non-traditional and sexy approach to their bridal event where brides, grooms and their families can let their hair down and enjoy the event instead of it being a mere trade show.

With tickets priced at $25 per ticket, the gold (aptly named) ballroom

was packed to capacity with the organizers having already sold hundreds of tickets prior to the event. Brides and grooms accompanied by friends and families attended the event to check out the vendors and services.

The ballroom where the event was held was tastefully decorated, and the attendees were greeted with thumping music that created excitement and raised expectations. The fashion show ramp was flanked on both sides by bustling vendor booths. According to Lodhia, these vendors were carefully vetted, and only the best made the cut.

Attendees could be seen browsing through the displays and sampling an exotic array of Indian fusion treats and desserts served by popular restaurants Natraj and Infusion by Elbows. Featured vendors were offering services including floral design, décor, photography/video, DJ services, destination travel and honeymoon packages, among others. Tamana Roshan from Dress Your Face was doing a meet and greet at the venue, while Megha Patel of LA Rickshaw displayed an environmentally friendly gas rickshaw. Dueling Hoses is a hookah catering service vendor that serves the various functions of an Indian wedding.

Among the vendors was a sprinkle of non-Indians who were eager to break into the South Asian wedding market. Taylor Gallegos, an artist, painted the event live on a canvas. He does the same at weddings and was hoping to secure South Asian clients at the event. Stacie’s Sweets, a one woman shop in LA, has been making wedding cakes for five years. Bottega Louie, a popular restaurant in Los Angeles that has the distinction of being the sixth highest grossing restaurant in the world, served colorful and delicious macaroons. They offer an extensive selection of sweet and savory products for weddings and personal gourmet baskets for gift giving.

The glamour quotient was raised when Frontier Heritage showcased their spring 2016 collection. Flanked by huge media screens in the background, the young models wearing traditional lehangas and anarkalis in various hues and fabrics came out dancing to preppy Bollywood music. As the models grooved to the dance music they showcased the bridal outfits with a rainbow of colors with intricate embroidery, mirror work and rich Zardosi work. Four young energetic men in black silk sherwanis showed off Hrithik Roshan moves, clearly enthralling the audience.

‘Fashions by Rohini’ also presented their bridal collection with handpicked models, two of whom were actual brides, as well as popular Bollywood star Pooja Batra as the show stopper. With the magnificent Taj Mahal as the backdrop on the wide screens behind her, Batra walked the ramp in an exquisitely designed bridal lehenga choli, looking beautiful and ethereal. Accompanied by soft semi-classical Bollywood music, the beautiful models sashayed down the ramp wearing the latest in bridal finery in diaphanous fabrics and colors with antique zaris and pearl and kundan studded embroidery.

Speaking to India-West, Rohini, who identifies herself as a bridal specialist, emphasized that she sits down with the bride and family months before the event to get to know them and their taste and designs outfits for the entire family.

The last two fashion shows had a Western touch. David Meister, a Hollywood designer who has dressed some prominent film personalities, had the models show his collection of evening gowns in silk, chiffon, satin and printed fabrics. The fashion show was concluded by Sareh Nouri, a fashion designer of wedding gowns, who presented a collection of white bridal gowns in various fabrics and patterns.

For more information, visit www.weddingstore24.com.

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