The Pearl platform enables brides to plan their wedding and connect with thousands of local vendors across the U.S., all in one place. The platform’s vendor management feature allows couples to not only find florists, caterers, photographers and other wedding vendors but also to book and manage their vendor relationships.
Planning features of the new site include informational content such as wedding tricks and tips, blogs and videos, as well as the ability to generate a customized wedding checklist, create vision boards, take style quizzes and book a physical or virtual appointment at a local David’s Bridal store. Couples can also create a custom wedding website with platform partner Blueprint Registry where they can can add gifts from any retailer, import existing registries and create a cash registry.
When they sign up, customers instantly earn 100 Diamond loyalty points, the equivalent of spending $100, and can earn additional points by completing site activities. Loyalty members that reach the 5,000 point “Sparkle Level” earn a free honeymoon or getaway experience. Diamond loyalty members also get exclusive vendor discounts on Pearl from preferred partners such as The Black Tux, Shutterfly, Mally Beauty, Little Tuxedos, Diamond Nexus and Sandals Resorts.
Wedding vendors can join the platform for free to showcase their content and create a marketplace web page. Upgrading to an essential membership ($49/month) or premium membership ($119/month) gives vendors access to additional offerings such as networking groups and the ability to host in-person events, including trunk shows.
“Pearl was developed at the request of our very own brides,” said Jim Marcum, CEO of David’s Bridal in a statement. “Brides told us they wanted easier planning tools, a more seamless experience from planning to buying the dress and more ways to earn Diamond points. Pearl also addresses pain points and gaps in the market couples experience when planning their wedding.”
The launch of Pearl is the latest move by the 70-year-old David’s Bridal to become “an omnichannel powerhouse in the wedding industry.” Other recent initiatives include:
- The acquisition of online custom dress studio Anomalie;
- An enhanced focus on younger shoppers with the launch of a junior’s dress collection, plans for prom-focused pop-up shops this year and an expansion of its loyalty program to include prom shoppers who can earn points for college scholarships; and
- A new store format to facilitate one-on-one shopping experiences.