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Tuesday, May 22, 2012

FASHION

Book Report: Grace Ormonde Weddings

When a friend first showed me the über glossy and just as hefty coffee table book, Grace Ormonde Weddings, I assumed Ormonde was a fantabulous Los Angeles wedding planner. The perfectly choreographed tables by the sea, quail eggs plated as though works of art, a cake in the form of a pagoda, jewel-encrusted boutonnières, chairs dressed as fancifully as bridesmaids, and aisles inches deep in rose petals. Having been married a decade earlier, I was not up on “the” wedding reading materials, or I would have known the Grace Ormonde does not plan events, but, rather, publishes the gorgeous twice yearly upscale magazine, Grace Ormonde Wedding Style.

Ormonde, who was born in the Azores and grew up in East Providence, Rhode Island, got her start at a stationary shop, which she minded as though it were her own. She says, “I would find out who was getting married at my church, then surprise the owner with the new business.” The first time Ormonde accompanied a client to a bridal show she was struck by the un-fabulousness of the choices, and advised the woman not to book anyone, promising she would find her better options. Ormonde says, “The bride had $5,000 cash to use as deposits on services, but nothing worth spending it on.” Ormonde also realized there were thousands of these girls. In an astute business move, she decided to organize a competitive one-day event, “Bridal Extravaganza,” at the Providence Civic Center. The first year she signed on 120 vendors and hired Robin Leach to emcee.

Ormonde did the show for ten years. Early on she created an accompanying program, in which she sold ads. Ever mindful of servicing the affluent bride, she controlled the artwork, hiring a graphic designer to create every ad. The program grew into a regional magazine, with staged shoots of fairy tale weddings, art-directed by Ormonde herself. She sent one off to Time Warner. The executive who saw it showed his wife and daughter, who happened to be planning a wedding. The next thing she new, Ormonde had a nationwide distribution deal for her magazine, Grace Ormonde Wedding Style. Today, the publication is also sold in Canada, Mexico, Great Britain, France, Spain, and Dubai. She also maintains a regional edition for the Providence area, where she got her start and still lives.

Ninety percent of the images are created from scratch and staged for the magazine; the rest are photographs submitted by brides and vendors. Ormonde collaborates with floral designers, pastry chefs, and such to create the concepts pictured. The book is a compilation of her favorites over the years. She says, “I was up to 538; they were all my favorites. I had to cut back to 416, so I have 48 images so far for a second book.” Beyond that, when asked about future plans she says, “I don’t know. . . maybe perfume.”

** Portrait and images from the book provided by Grace Ormond. **

Here's a look at what Ormonde's loving on eBay now:

Roll over items for details
Charter Club Wild Flowers 1999 Pink Bowl Dish
13" Pal-Bell Bronze Brass Charger Plate—Israel (buy it now price, $125)
(buy it now price, $9.99)
Amber Glass Bowl With Pressed Leaf Design
Stunning Pair of Antique Victorian Chairs (buy it now price, $695)
(buy it now price, $19.99)
Set of 6 Gold Rimmed Wine Glasses
NEW Stainless Steel Silverware Gold 2 Desert Spoons (buy it now price, $10)
(buy it now price, $19.99)
62 Piece Celline Romanesque 1968 Gold Flower Power Silverware
Vintage 1940 Damask Brocade (buy it now price, $175)
(buy it now price, $65)
Vintage 1940 Damask Brocade
(buy it now price, $175)
Book Report: Grace Ormonde Weddings

 

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