Getting Married Where

Proposed changes to marriage law

During 2022, the Law Commission of England and Wales outlined recommendations to reform wedding laws. Founder of Guides For Brides, Alison Hargreaves, explains what this could mean to your business

What is being mooted is a fairer system to give couples more choice over where and how their wedding takes place. It is predicted that, if these changes become law as expected, it will trigger the biggest shift in wedding trends that we have seen in our lifetime, opening up opportunities for ambitious and innovative business owners.

The plans under discussion would involve licensing the person carrying out the ceremony, rather than the building where the wedding takes place. This would result in the opening up of a wide range of locations for couples to consider including gardens, beaches, forests, parks and boats.

The changes would also allow for more personalised content during the ceremony, such as the vows, rituals and songs chosen.

When will the changes take effect? The proposals were published in July 2022 and the government was due to give their initial reaction in January 2023, followed by a formal response in July 2023. After that, it still requires an act of law to be passed so it’s not a quick process. However, many couples are aware of the proposed changes so it’s sensible for businesses to start to prepare now.

Wedding venues will feel the greatest impact as couples will no longer be limited to getting married in an approved location, register office or Church; venues will need to be able to offer couples an experience they can’t get elsewhere in order to remain attractive.

It’s already led to a shift in the industry; Xenia Venues is buying wedding venues that have the potential to be exceptional guestcentric exclusive-use venues, then investing in them to create the ultimate experience for the couple and their guests.

According to Managing Director of Xenia Venues, James Matthews: “The likely change in law presents a significant shift for couples. They will have more choice than at any time in modern history, and many will be keen to experiment and stand out.

For venues to continue being successful, they must invest in the business holistically. They need to differentiate and understand what unique value they can offer their couples. In oversimplified terms, venues will need to become authentic, stand-out destinations of choice focusing on the long-term, or they will face constantly competing on price to attract couples in an increasingly short-term way.”

Wedding venues may need to make a strategic decision; do they switch down a gear and accept increased competition, or switch up a gear and invest?

Weddings to become more consumer led With increased choice comes increased consumer power. There would still be a requirement for weddings to be seemly and dignified, but with increased choice, couples won’t be constrained by restrictions imposed by a particular venue or registrar.

The Law Commission’s proposed

changes aim to allow for couples to be able to express themselves more freely, and with most couples already keen to create a unique experience for their guests, it opens the way for wedding suppliers to become even more innovative and creative in the services and products they offer.

Trends in bridalwear We are expecting an increased demand for bridalwear more usually linked to destination weddings and registry office ceremonies, with brides looking for chic and informal styles for weddings at home, on beaches and in parks.

Conversely, as the settings for some weddings become more relaxed, we may see couples choosing a much more formal style in order to make their own statement.

The full ‘white wedding dress’ look will remain popular for weddings in existing wedding venues, and Asian wedding planner LaToya Patel, of SW Events predicts that many South Asian brides will still want to have a western style wedding day, with a white dress, even if the requirement for a separate civil ceremony changes.

Marketing activity to increase As the more serious wedding venues switch up a gear, and innovative suppliers jostle to get their new products and services in front of consumers, we can expect to see more proactive and competitive marketing strategies being used.

Our online marketing platform guidesforbrides.co.uk reports an increased demand from clients for publishing styled shoots designed to show couples their options in an easy-to-digest visual format.

This has been particularly important for venues with outdoor ceremony spaces, meaning that bridal boutiques should find it easy to find local venues happy to host an outdoor photoshoot this spring.

An increased number of weddings? Although the number of weddings taking place in the UK has fallen steadily in recent years, we could now see a reversal in that downward trend with couples finally able to marry in a place that is meaningful to them, with a ceremony reflecting their own wishes and beliefs.

So, if the Law Commission reforms will lead to more weddings, more choice for couples and more opportunities for ambitious and creative wedding businesses to grow, we look forward to the government’s reaction to the proposals.

You can keep up to date on the proposed reforms to weddings on the Law Commission website. www.lawcom.gov.uk/centuries-oldweddings-laws-to-be-overhauledunder-new-reforms/