Dive Brief:

• Jewelry retailer Jared earlier this week introduced its national #LoveCantWait campaign, which will provide a free virtual wedding tool for 1,000 couples. However, virtual weddings may not meet legal requirements depending on where consumers live, the company noted in press release.

• Through Jared's platform, couples can create a custom digital wedding — complete with their chosen date, theme, guest list, speakers and officiants — that is as similar as possible to an in-person event. They can also consult with Jared staffers for advice on jewelry selection, sizing and other inquiries, according to the company's release.

• The #LoveCantWait ceremonies will begin later this month and will feature surprises for the couples involved, the retailer noted. The company plans to feature the campaign across its social media platforms. 

Dive Insight:

Before the COVID-19 pandemic forced retailers to temporarily close their storefronts, the wedding retail sector had faced hard times. Diamond retailers had been in decline, and bridal retailers were contending with a changing market.

Prior to and during the pandemic, David's Bridal rolled out digital wedding planning tools, a chatbot and virtual styling appointments. Other retailers, including grocers, have begun introducing virtual events to connect with consumers remotely. Now that the coronavirus outbreak has forced couples and their presumptive guests to stay home, it appears that Jared is following suit.

"We've learned that countless couples across the nation who've been impacted still want to celebrate their wedding day in a big way, but need support to bring their special moment to life," Bill Brace, chief marketing officer and Jared executive general manager, said in a statement. "We are a brand that stands for helping our customers celebrate life and express love, so we are stepping up during these unprecedented times to do our part to bring joy to 1,000 couples. We believe love can't and shouldn't wait."