How Two Creators Turned Blogging into a Wedding Exhibition

What began as a shared creative impulse between two friends has grown into one of Punjab’s most recognisable wedding exhibitions. Digital content creators Aakriti and Anushka started their journey in the world of content creation more than a decade ago. But with continued intention and curation, the duo seamlessly moved from storytelling to on-ground experiences with Home of Labels-Exhibition (HOL). What started as a meagre pop-up turned into a multibrand, lifestyle-led exhibition that brings together fashion, jewellery, accessories, and home décor—all under one roof. Rather than expanding rapidly, the focus has remained on thoughtful selection—shortlisting brands based on relevance and the needs of an increasingly informed audience.

As a result, content creation became a natural extension of this approach. Blogging, and later social media, allowed Aakriti and Anushka to stay connected with their community beyond the exhibition. They learned how having a solid understanding of personal style and fashion helped them cater to the audience in and around Punjab.

Read the interview below to understand how the duo’s understanding and work helped brides navigate decision-making and how a sound digital presence played a central role in shaping an exhibition that continues to evolve without losing its point of view.

Interview With Aakriti And Anushka

M: How did your content creator journey begin, and how are you related to each other?

Aakriti: We’ve known each other since our college days at the University of Nottingham. After completing our studies and building individual careers, we both found ourselves settled in Ludhiana after marriage. There was a shared desire to create something of our own…something meaningful and long-term. That impulse led us to start working on HOL, which later evolved into content creation as an organic extension of our work.

M: When did the HOL exhibition start, and how do you approach selecting brands for each edition? 
Anushka: HOL began in 2013, with a single-brand pop-up exhibition in Ludhiana. Over time, it naturally evolved into a multi-brand exhibition. For us, brand selection is an important part of setting up the exhibition. This is done by keeping our audience’s preferences in mind. As well as our constant exposure to emerging and established brands. Every brand is shortlisted by keeping three things in mind: the brand needs to be relevant, should possess variety, and balance across aesthetics and price points. 

M: What makes your screening and curation process different from other exhibitions? 
Aakriti: Curation is central to everything we do. We look closely at seasonal relevance, design evolution, and value. The consumers here are discerning and well-informed. Repetition is something we actively avoid. HOL is designed as a lifestyle exhibition, and not just a fashion-only showcase. Alongside ensembles, we feature fine and imitation jewellery, accessories, and home décor. Each edition is a deliberate mix of familiar names and new discoveries, allowing both consistency and freshness to coexist. 

M: You began with physical exhibitions and later went into content creation. Was that a conscious decision and how has it helped your venture? 
Anushka: We realised early on that exhibitions, while impactful, were momentary. After each event, the connection with our audience would fade. Blogging became a way to maintain continuity. We started posting long-form content on WordPress and then on social media, as platforms evolved. That helped HOL immensely, as we were able to adapt early on to Instagram and stay connected, building a stronger sense of community. 

M: What challenges do brides face today when choosing their wedding looks? 
Aakriti: One of the most common challenges brides face is understanding what truly suits them. Silhouettes and colours can look dramatically different depending on the individual, and this clarity often only comes with guidance and experimentation. At HOL, we try to offer variety and also share lookbooks for brides-to-be in order for them to make informed decisions, all under one platform.