Vicki Howard. Brides, Inc.: American Weddings and the Business Tradition

Ah, how straight and gay men yearn for the day that they, too,will finally receive their engagement ring. Poring over groom'smagazines, furtively trying on those tuxes in the groom's salonsdespite not even having a partner, much less an engagement—butwhen a man has that gold ring put on his finger, he knows heparticipates in the age-old traditional celebration of .... Oh, excuse me—wrong scenario. Wedding marketers, especiallyjewelers, failed in the 1930s to create the new