David’s Bridal Launches Loyalty Program That Invites Whole Wedding Party to Participate

David’s Bridal has introduced its Diamond loyalty program, a tiered offering with rewards ranging from coupons to curated goodie bags to a free honeymoon or getaway. The program also lets brides’ friends and family contribute to her total with their own purchases, to help them earner bigger rewards faster.

Diamond is free to join and grants users a point for every dollar spent at David’s Bridal. New users immediately receive coupons as a reward for signing up, and earn additional awards as they move up the program’s four tiers. Others involved in the wedding, from guests to bridesmaids, can add their own purchases to the bride’s account by using her phone number.

“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,” said Jim Marcum, CEO of David’s Bridal in a statement. “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.”

Diamond joins a number of customer-focused initiatives David’s Bridal has launched since emerging from bankruptcy at the start of 2020, including:


  • Virtual stylists to let associates guide, inspire and personalize customers’ wedding shopping experience without requiring an in-store visit;
  • A 3D and augmented reality dress try-on experience that helps shoppers visualize dresses directly from product pages without needing to download a separate app; and
  • Chatbots that combine automated technology with live agents to give customers white-glove service through Apple Business Chat.

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