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ONE The Evil of Elaborate and Showy Weddings 9 Swo Rings and the Birth of a Tradition 33 THREE Bridal Magazines and the Creation of a Market 71 F OUa Department Stores and Consumer Rites 98 Fiv Bridal Consultants, the Fashion Industry. and the Business of Tradition 141 s Catering to the Bride: The Rise of Commercial Wedding Venues 178 Epilogue: Wedding Tradition at the Turn of the Twenty-First Century 220