David’s Bridal Debuts Loyalty Program for Prom-Bound High Schoolers

David’s Bridal has introduced its Diamond Prom loyalty program to further broaden its appeal to younger formalwear shoppers. The retailer also plans to open prom pop-up shops in Q1 2023, just ahead of prom season.

Members of the new loyalty program earn one Diamond Prom point for every $1 they spend, and also can amass additional points via David’s Bridal purchases by friends and family. Other benefits include the chance to earn a $1,000 college scholarship in partnership with Gift of College. Members also can work with other students from their school to earn a free photo booth for their events.

“We know our customers like to be rewarded for shopping,” said Kelly Cook, Chief Marketing and IT Officer at David’s Bridal in a statement. “With the remarkable success of our Diamond Loyalty program, why not customize a program that offers exclusive benefits and prizes for our junior audience? We’re thrilled to offer them not only a stunning collection of gowns and dresses but a loyalty program with unbeatable benefits.”

David’s Bridal has made several moves to attract younger shoppers this year, including:


  • Introducing its first exclusive junior collection, Jules & Cleo, in February 2022;
  • Launched a shoppable video campaign on TikTok in July; and
  • Partnering with online retailer Little Tuxedos, which specializes in kids’ formalwear, to create a one-stop shop for event attendees of all ages.

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