COVID-19: Where does the wedding industry go from here?

The wedding season in Rwanda, typically between May and August and again in December, is a time when numerous couples take advantage of the good weather and visiting family members to celebrate their nuptials. For Brussels-based beauty studio Tamiim Beauty, this period has always been crucial, with the team often booking several brides in advance. However, the COVID-19 pandemic has brought unprecedented challenges to the wedding industry, leaving vendors like Tamiim Beauty in a difficult position. CNBC Africa spoke to Ivan Mugamini, co-founder of Tamiim Beauty, to shed light on the impact and the way forward. The pandemic has resulted in stringent health and safety measures for Tamiim Beauty, with the team having to sanitize everything rigorously. From wearing masks to using visors for extra protection, the artists are going the extra mile to ensure client safety. The need for regular sanitization of products and brushes has also significantly increased the workload. Ivan Mugamini expressed the immense toll the pandemic has taken on their business due to the restrictions on travel and large gatherings. While Ivan still plans to travel to Rwanda in mid-July, the uncertainties loom large, impacting their operations in Brussels as well. The makeup artist highlighted the industry's heavy reliance on events like weddings and social gatherings, making the current situation incredibly challenging. The demand for Tamiim Beauty's services has grown over the years as professionalism in makeup artistry has been on the rise in Rwanda and across East Africa. However, with weddings being postponed or scaled down, Ivan shared the shift in focus towards diversification, such as catering to photoshoots and exploring new client segments to navigate the crisis. The lack of dialogue or initiatives among different wedding vendors to mitigate the impact of the pandemic was noted by Ivan, suggesting the need for collaborative efforts in the industry. In the era of virtual weddings via video conferencing technology, Ivan expressed surprise at the concept, emphasizing the luxury and significance of traditional in-person ceremonies. While some couples opt for intimate gatherings or reduce guest numbers, Ivan highlighted the preference for face-to-face celebrations over virtual alternatives. When asked about adjusting prices, Ivan dismissed the idea, attributing the challenge to the lack of events rather than pricing concerns. The focus remains on photoshoots and makeup workshops to sustain the business amidst the ongoing crisis. As Tamiim Beauty navigates the uncertainties ahead, Ivan maintains faith in their survival but acknowledges the difficulties that lie ahead. The wedding industry faces a long road to recovery, with vendors like Tamiim Beauty adapting to new norms and exploring innovative strategies to endure the challenges posed by the pandemic.