The new British Muslim wedding - intimate celebrations, fusion food and zamzam for favours

Photo credit: Rooful Ali

As the UK’s Muslim population continues to grow in size and affluence, changes are afoot in the country’s wedding market.  British wedding suppliers say that Britain’s Muslims are now downscaling their nuptials in favour of more intimate, individualised celebrations.

Rooful Ali, founder of My Muslim Wedding, the UK’s first boutique Muslim wedding planning company, said he launched his firm in May 2016 to cater for a growing legion of young Muslims with sophisticated wedding tastes and preferences.

“Even five years ago, the Muslim trend used to be to try and keep the parents happy, so couples weren’t able to put their own stamp on the wedding. The events were high on bling but there was little in the way of subtleties, such as novelty favours or a guest signing book,” Ali told Salaam Gateway.

Ali explained that couples are now putting their individual stamp on their weddings, even using mood boards as highly individualised style directives.

“Muslim weddings are becoming more contemporary and individual, they are balancing heritage with style and modernity.”

Ali, who is also a professional wedding photographer, explained that he has already presided over several unique Muslim weddings.

“At one wedding, the guests dipped their fingers in green ink and helped to create a tree image on a canvas with their finger prints. At another wedding, bottles of holy zamzam water were presented as a favour, which was a lovely gesture.”

My Muslim Wedding currently offers both ‘introductory services’ and ‘complete wedding planning services’. Ali either acts as a concierge for clients or is able to fully manage a range of wedding suppliers, such as wedding dress designers, groomswear, flowers, catering, cars, photography and Imam services.

“These contemporary services are already available on a piecemeal basis but they are disparate services. I bring it all together and do the cherry picking and the curating,” said Ali.

Photo: Table setting at a British Muslim wedding / Courtesy Rooful Ali

FANCY FOOD

Muslim entrepreneur Massoud Chaudry founded and runs one of Ali’s upmarket catering suppliers, Wishes Caterers, which supplies food and décor for Muslim weddings. He explained that he has experienced changing demands in the last few years.

“Previously, Muslim weddings would be in the 350 to 500 people range and they were predominantly held in town halls, school halls and community centres. The venues themselves were not opulent or prestigious. We would be called in to help make the school hall look nice for the wedding day.”

Chaudry said today’s Muslim wedding numbers have decreased to between 150 and 300 heads. “The venue choices have changed and diversified. It’s more normal for them to choose Park Lane hotels, five-star hotels in London and country houses around the M25.”

He said the biggest preference changes have come from his Asian customers.

“The Middle East Muslims already had money. Today the Asian Muslim contingent is becoming more affluent and westernised. Young Muslims are looking to get married in hotels.

“The couples are more aware, educated and assertive. They want a say in the guest list and they want a more personal wedding,” said Chaudry.

“A wedding of over 100 people becomes impersonal, they want to engage with their guests rather than inviting everybody. This year many of my enquiries have been for 200-head weddings or under.”

East London-based Chaudry also explained that food tastes are changing. Instead of traditional dishes, Muslim couples are opting for “fusion concepts”, which mix traditional Asian dishes with contemporary Western choices.

Photo credit: Rooful Ali

“The food is more refined now. For desserts, instead of a traditional Asian sweet, you will get a request for cheesecake or a dessert buffet with pastries and chocolate mousse.”

Chaudry said that traditional dishes now come with a modern twist and cross-cultural marriage couples may order mild curry dishes and a range of salads.

“They are much more aware of the environment they’re in; they go to restaurants with a mixed groups of friends so they are aware of all types of cuisine,” Chaudry said.

“The internet, Instagram and Facebook are all used as sources for ideas. Muslim weddings are now a global phenomenon.”

According to Chaudry, all his food is halal but 10 percent of his customers are non-Muslim. “Muslims and non-Muslims are cross-pollinating in their preferences.”

Abdalhamid Evans, founder and senior analyst at halal intelligence firm Imarat Consultants, agreed that a cultural shift has taken place in the behaviour of young Muslims.

“Muslims have come of age. Previously weddings were driven by cultural traditions. The families used to get upset if their children differentiated from the norm. They used to say ‘why are you abandoning my culture?’

“But today’s Muslims have a hybrid identity and there is a market for this. The global urban Muslim has similar global cultural references. This has created a new global demographic and a new international market.”

© SalaamGateway.com 2016