David’s Bridal Introduces Inaugural Loyalty Program

Bridget Goldschmidt
Managing Editor
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David’s Bridal Introduces Inaugural Loyalty Program Diamond PopWallet
David's is the first major national bridal retailer to create a loyalty program designed for brides and their weddings.

For the first time in its history, David’s Bridal has launched a loyalty program, making it also the first major national bridal retailer to create a loyalty program designed for brides and their weddings.

Diamond, Loyalty Program by David’s offers customers the opportunity to receive free gifts at every level, from a curated “hello beautiful” tote brimming with goodies all the way up to a free honeymoon or getaway.  In a feature unique to David’s, Diamond enables a bride to share her loyalty number with wedding guests to help her earn points toward a free honeymoon more quickly.

The program is free to join, and through David’s ongoing partnership with New York- and St. Louis-based PopWallet, delivers exclusive offers directly to customers’ phones immediately after they enroll.

“We have spent significant time over the past year dreaming up ways to better serve our bride as she plans and prepares for her wedding,” noted Davids CEO Jim Marcum. “Our goal with Diamond is to give her and her bridal party value she can’t find anywhere else, whether she is looking for additional ways to save, access to partners or is coveting a one-of-a-kind getaway.”

The program works as follows:

  • Brides sign up free and immediately receive offers to be used as many times as they want.  They earn one diamond point for every $1 spent on bridal gowns, bridesmaids’ dresses, accessories, alterations and more.
  • A member can share her diamond number (her phone number) with friends, family and other wedding guests to earn diamond points when she shops. David’s has created a free insert to include in wedding invitations.
  • Members receive free gifts at all four levels of Diamond, each offering different coupons, rewards and prizes: Welcome (0 – 2,999 points); Shimmer (3,000 – 3,999 points); Shine (4,000 – 4,999 points); Sparkle (5,000 + points).

Curated rewards include gifts from The Ritz-Carlton Spa, The Spa at the St. Regis Hotel, Marriott Spa Hotels, Heavenly Spa at the Westin; luxury handbags and accessories; honeymoon destinations to Hawaii, Jamaica, Napa Valley, Cancun, and other desirable locales; and more.

“We are beyond thrilled to unveil a way to serve her which is unprecedented in our industry,” said Kelly Cook, David’s chief marketing and IT officer. “Two words: free honeymoon.  During our research phase, we were ecstatic to find out how excited our brides were when they realized their families, bridal party and wedding guests could all participate in the points-earning fun towards their free honeymoon or getaway. One bride said, ‘The free honeymoon is a game-changer for me and my fiancé; a dream dress and a dream honeymoon?  You took my breath away, David’s.’  Another bride said, ‘We’ve already booked our honeymoon, so I plan to use the free getaway for bachelorette party weekend!’  Diamond is easy, simple to use and completely digital – with everything she needs right in her phone. We let her know when she is close to a reward level and when it’s time for her to redeem her free gifts.”

The rollout of Diamond offering from David’s, which most recently unveiled such moves as its asset acquisition of premier online wedding destination Rustic Wedding Chic; an exclusive partnership with The Black Tux, a Santa Monica, California-based suit and tuxedo rental company; the launch of the All in One Place Alterations program; the addition of 3D and augmented-reality technologies on its website; a partnership with San Francisco-based consumer finance company Affirm; and a Virtual Stylist and Appointment Experience.

Conshohocken, Pennsylvania-based-based David’s operates more than 300 stores in the United States, Canada, the United Kingdom, and franchise locations in Mexico. 

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