Dive Brief:
- Expanding its benefits beyond brides, David’s Bridal is adding new incentives to its Diamond Loyalty program, the company announced Thursday. Exclusive benefits are now available to the full wedding party.
- The program now offers all members of the wedding party access to two new reward tiers — Glow Rewards and Glitter Rewards — with a lower threshold to earn free gifts and perks.
- Depending on the number of points accumulated, Diamond Loyalty members can earn a free honeymoon or trip for two. Diamond Loyalty members also can save on bridesmaid and special occasion dresses, shoes, accessories and alterations, among other perks, the retailer said.
Dive Insight:
The decision to offer more perks to other wedding party members was easy for the company to make, Kelly Cook, president of brand, technology and finance at David’s Bridal, said.
“We know a third of bridesmaids are engaged brides, and almost half of brides are also bridesmaids. Diamond exclusive offers should be for everyone,” Cook said in a statement. “Our brides no longer need to ‘pay it forward’ to everyone she loves, as the entire party can take advantage of amazing perks for unforgettable moments with rewards that can be earned faster than ever before.”
David’s Bridal launched its Diamond Loyalty Program in December 2020, a time when the COVID-19 pandemic upended wedding plans. Diamond Loyalty currently has nearly 3 million members, per the company.
The bridal retailer filed for Chapter 11 bankruptcy in the spring of 2023 — its second after it emerged from bankruptcy in 2019. In April 2023, the company laid off over 9,000 workers as it evaluated its strategic options. By July 2023, David’s Bridal received bankruptcy court approval of the retailer’s sale to asset management firm Cion Investment Corp. David’s Bridal kept open nearly 200 store locations under new ownership.
