After the usual methods of raising wages and offering cash bonuses failed, Conshohocken-based David’s Bridal found a unique way to retain and recruit employees in a tight labor market: the company is offering its workers the chance to model in its advertising, write Suzanne Kapner and Chip Cutter for The Wall Street Journal.

The idea stemmed from the lockdowns when it did not have access to professional models. Instead, it turned to its 11,000 employees.

So staff donned bridal gowns, bridesmaids’ dresses, and tuxedos. They then staged photo shoots at their homes, as volunteers, and posted the pictures on the retailer’s social media accounts.

This modeling was so popular that after stores reopened, it continued as professional photoshoots. The employees are given manicures and have their hair and makeup done professionally.

Their images are then posted on David’s Bridal’s social-media accounts and website, as well as in stores and the corporate offices.

“Modeling was harder than I thought it would be,” said Carly Mandarano, David’s Bridal’s director of visual merchandising.

However, she added that the company gave her a “Beyoncé moment” – when fans blew her hair back as cameras snapped away.

Read more about David’s Bridal and the Beyoncé Moment in The Wall Street Journal.

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