In South African society, the custom of bridewealth [in Zulu: ilobolo] is widely upheld, although its current practice may constrain marriage in African society. The custom is persistent particularly in South African Zulu society and has been understood as symbolising a man’s masculinity and role as economic provider. In this article, we focus on how a sample of Zulu women views bridewealth, and on the role that women play in the practice and maintenance of the custom. Drawing from extensive qualitative data recently collected in KwaZulu-Natal, we illustrate how the women in our study construct multifaceted femininities through ilobolo. The custom sustains a widely desired and respected notion of womanhood based on “traditional” conceptions of Zulu female propriety, dignity and cultural pride. Socio-economic considerations and complex gendered power dynamics also explain why women actively contribute to upholding the custom.