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The Anti-Bridal Show

A new event looks to cater to brides who don’t want the ballroom wedding

The elusive quest for the label of hip, quirky and independent keeps many in the fashion, music and restaurant industries in hot pursuit. Now the wedding business is also on the hunt for unconventional cool.

Indie Wed is a new trade show aimed at couples-to-be looking for vendors and ideas often not found in traditional information sources, such as bridal magazines. The Chicago event, taking place January 30, 2010, aims to do things differently compared to the standard wedding showcases taking place in hotels or department stores. It’s just one more outlet speaking to “anti-brides,” a term found in a handful of wedding planner books that came of age this past decade.

“Traditional bridal shows are big overdone events that focus on commercial vendors,” says organizer Kelly Maron who also runs Paper Stories, a letterpress print shop and in-house design studio, in Chicago. “We’re working with vendors that aren’t as commercial, but have really cool products and appeal to a certain crowd. Our attendees don’t want big ballroom weddings.”

For starters, it’s a juried trade show, meaning vendors have to pass muster with Maron. She’s limited the number of exhibitors to 40, businesses representing stationers, bakers, florists, photographers, designers and hair accessories providers. Interested vendors will have to wait till the following year. Indie Wed is already sold out of space with the spots going to companies that are newer yet can demonstrate a capacity to handle business and deliver to customers.

The show’s venue is also a departure from typical bridal fairs. Indie Wed takes place at the Ravenswood Billboard Factory, a remodeled building that once housed a billboard-making business. Vintage cars line the perimeter, a perk for brides looking to drag in reluctant grooms. Maron is also lining up performers, a runway show and a swing dance company for entertainment.

Maron says she’s trying to keep the show cost-effective for both vendors and attendees. Admission is $10 and includes a goody bag with prices slightly higher at the door.

TipsyCake, a Chicago-based pastry shop specializing in custom-themed cakes, is one of the vendors attending Indie Wed. Owner Naomi Levine likes the intimacy of the show and the personal attention she received from Maron.

“I’ve told other vendors about it,” Levine says.

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