David’s Bridal expands loyalty program to bridal party

Dan Berthiaume
Senior Editor, Technology
David’s Bridal Diamond Brides (Graphic: Business Wire)
David’s Bridal is making loyalty benefits available to the bridal party with Diamond Brides (Graphic: Business Wire).

David’s Bridal LLC is letting brides in its loyalty program share their perks with members of their bridal party.

The bridal and special occasion dress retailer is launching Diamond Bride, an extension of its David’s Diamond Loyalty program, which it introduced in late 2020 and says has more than 2 million members. The new loyalty program enhancement allows brides to provide special discounts on dresses and alterations to bridesmaids, family members, and others.

With the launch of Diamond Brides, upon the purchase of a dress, participating brides will receive:

  • 10% off any regular price shoes;
  • 10% off regular price accessories;
  • 10% off regular price veils;
  • 10% off regular price necklaces and earrings;
  • 10% off any regular price gifts; and,
  • 10% off David’s Bridal wedding dress alterations.

In addition, bridal party members and loved ones will receive:

  • 10% off all regular price bridesmaids’ dresses;
  • 10% off select regular price mother of the bride and groom dresses;
  • 10% off select regular price grandmother of the bride and groom dresses; and,
  • Alterations for bridesmaids’ dresses starting as low as $35.

David's Bridal previously expanded its Diamond Loyalty program in December 2022 with the introduction of Diamond Prom, a free loyalty program for high-school students. Customers can earn Diamond Prom points immediately after joining the program, which runs on a mobile platform designed to streamline sign-up, point tracking, earning and sharing exclusive offers.  

“We are thrilled to launch Diamond Bride. Our brides have told us they not only want to stretch their bridal budget, but they’d also love to extend those deals to everyone in their bridal party and family,” said Kelly Cook, president, brand, technology and finance at David’s Bridal. “Now, her bridesmaids can get 10% off have the perfectly fitting dress with exclusive fabrics that provide superior shape and fit, and alterations starting at $35. This is on top of the bride getting an additional 10% off everything she needs to complete her bridal look. We are relentlessly focused on serving her, her bridesmaids, and the entire party, and Diamond Bride is a way to let our brides ‘pay it forward’ as she extends her perks to everyone she loves.”

The Diamond Bride offer is valid in store or online for any dress purchased on or after November 24, 2023, and expires March 31, 2024.

David’s Bridal operates more than 190 stores located across the U.S., Canada and franchise locations in Mexico.

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