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Rebranding Divorce With Divorce Parties and Registries

Rebranding Divorce as a Reason to Party

Take a vacation, buy a new wardrobe, or find a therapist. Even get some friends together and have a dinner party, but don't put on a sash that says "It's All About Me" and throw a divorce party.

With divorce party planners, there are parties that go as far as having bands, caterers, and cakes as elaborate as the tiered, white cakes of weddings. And now Debenahms, a UK department store, is offering divorce registries so scorned spouses can get not just settlements but toasters.

Divorce is sad even if, like three-quarters of divorced women, you filed for it. Rebranding it as a celebration — and trust me, marketers are behind it — sounds a lot more like repressing feelings (as well a potential plot line in Sex in the City 2) than moving on. I was thinking next there will be Hallmark cards, but there already are!

Expect to see more of this in 2010. After financial woes in 2009 kept people together, this year is shaping up to be a bumper crop for divorces. Is it tacky to you or just another reason to party?


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