A new generation of businesses is trying to crack the code of South Asian rental attire.
When the wedding invitation arrived in the spring of 2021, Sonya Patel, an entrepreneur who runs a small spice business in Cleveland, was in a bind.
It was for an Indian wedding, which can span multiple days and require not just a single dress but an entire wardrobe: four outfits, perhaps, for weekend-long festivities; two pairs of shoes; three purses; and bangles and earrings to match.
Ms. Patel, 40, usually relied on lehengas, or skirts, and saris purchased by her mother during her regular visits to Jaipur for these events; Ms. Patel hadn’t traveled to India
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