Moniba Iftikhar ISLAMABAD, Oct 18 (APP):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 …
From a mother’s bridal trunk to rental racks: a tradition in transition
Moniba Iftikhar
ISLAMABAD, Oct 18 (APP):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.
At Rabi Center on Murree Road in Rawalpindi, boutique proprietor Tariq Mahmood told APP that brides increasingly seek designer-style clothing through rental arrangements.
According to Amir, bridal ensembles that cost between Rs. 200,000 and Rs. 600,000 to purchase may be available for rent for approximately Rs. 20,000 to Rs. 60,000, depending on their design and rental terms.
For families preparing for several wedding functions, the savings can be considerable. Instead of purchasing a separate expensive outfit for every occasion, brides can rent different ensembles and reserve their money for household needs and future plans.
Zainab, a bride-to-be browsing outfits at Rabi Center, believes spending Rs. 400,000 to Rs. 500,000 on a dress worn for only a few hours is difficult to justify when the same amount could contribute towards establishing a new household.
As the wedding season gathers pace, jewellery shops are witnessing a steady stream of mothers and daughters searching for ways to add sparkle to their bridal and wedding attire without stretching their household budgets. With the rising cost of living making traditional wedding purchases increasingly difficult, renting jewellery is emerging as a practical alternative for many families.
Kashif, a jewellery seller from Rawalpindi, said his business also reaches customers through TikTok, where they can browse designs and explore available options online. His jewellery sets start at Rs15,000, while rental options range from Rs10,000 to Rs12,000.
Although he would prefer customers to purchase jewellery rather than rent it, Kashif acknowledged that rising costs are changing consumer preferences. For many families, renting offers a way to achieve the desired wedding look without the financial burden of buying expensive sets that may be worn only on special occasions.
Meanwhile, Asia, who is helping prepare for her sister’s wedding, says recommendations from friends have encouraged her family to explore rental boutiques.
Online marketplaces also allow young women to discover rental services, compare designs and find buyers for bridal dresses after their weddings.
Despite these changes, the emotional significance of the bridal trousseau remains. For mothers who spent years assembling their daughters’ wedding possessions, moving away from permanent ownership may feel like the loss of a cherished ritual. Yet the meaning of their efforts need not disappear with the bridal trunk.
A daughter can still wear her mother’s necklace, preserve an inherited ornament or carry a family heirloom alongside a rented designer dress.
Such choices allow traditional values and contemporary fashion to coexist.
From Islamabad’s jewellery counters to Rawalpindi’ s rental boutiques and online marketplaces, Pakistan’s bridal culture is finding new expressions.
The modern bride may choose a rented lehenga over an expensive purchase or artificial jewellery over genuine gold, but the desire to celebrate a daughter’s new beginning remains unchanged.
As bridal trunks make room for rental racks and digital shopping, the tradition continues to evolve, shaped by a generation seeking both fashionable celebrations and financial independence.
