A visit to Sao Paulo's 'Bride Street' a must before any wedding plans

Jan 28, 2010, 9:38 GMT

Sao Paulo - On the Rua das Noivas in the Brazilian city of Sao Paulo, colloquially known as 'Bride Street,' everything is focused on what for many is the most important day of their lives: their wedding day.

Over 100 businesses are situated here with the sole purpose of providing a never-ending selection of all things matrimonial, from dresses, suits, veils and shoes, to tiaras and stockings.

'Marriage is a mechanism by which needs are created,' explains Marcello as he sips on a strong Cafezinho coffee in Cafe Catetos, a bar situated opposite his exclusive men's marital clothing shop.

A marriage with 200 guests is expensive, says Marcello.

'When everything is taken into account, the cost is similar to that of a small car,' he reckons. 'For a couple without much money it's a small Fiat for 24,000 reais (13,000 dollars) while for those with a bit more it's a Honda Civic for perhaps 40,000 reais.'

As with cars, people can spend as much or as little as they want. For example, suits and dresses can be rented out rather than bought. Marcello offers rental rates of 900 reais for his handmade suits.

For decades, engaged couples have been drawn to 'Bride Street' which also has its own website and glossy magazine called 'Rua Sao Paulo Caetano Noivas' with a circulation of 40,000 copies throughout Brazil to promote its offerings.

The magazine contains lots advertisements and also gives advice on, for example, the best way to host a beach wedding. 'The bride should wear a mini-skirt and a long veil,' the magazine recommends.

Of course, couples need transportation from the church or beach where the ceremony is held to the party venue, which is where Fabio Brisque enters the equation with his 1939 black Chevrolet Master de Luxe old-timer.

'It costs 600 reais for four hours and I have four wedding bookings for Saturday,' he explains.

Weddings are big business in Brazil and the market is growing. In 2008, over 960,000 couples tied the knot, an increase of 4.5 per cent on the 2007 figure. In Sao Paulo alone, around 55,000 couples a year take the plunge.

'Let's be honest, every woman dreams of having a white wedding,' says Marcello.

However, in order to finance their dream day out many couples take on substantial debt or opt to pay in instalments.

While May is the traditional month for marriages in Brazil, many now prefer to wed in the summer month of December when most Brazilians also take their holidays.

Those who can't afford the top offerings on 'Bride Street' can always talk to Joao, who owns a pet shop but is happy to hand out advice on where to get the bargains.

'There are lots of side streets where you can get suits of the same quality but which are a lot cheaper than here on the Rua das Noivas,' he says.