“[David’s Bridal] has a reason to be; I believe that vehemently and passionately.”

Company CEO Jim Marcum prioritized that takeaway in his on-air comment in a recent FOX Business interview.

He took the opportunity of a high-profile Q&A to give the national audience — and brides — the assurance that he and his team are working out the brand’s second bankruptcy declaration.

Interviewer Liz Claman asked Marcum point-blank, “You want to save this thing, correct?”

He responded, “Absolutely. 100 percent.”

Marcum believes David’s Bridal is a brand worth rescuing.

“It’s truly an iconic retailer,” he explained. “One out of four dresses in America are sold [here]. It’s got a 70-year legacy. When a bride comes in a store on an appointment, 70 percent will transact.”

He further confirmed that the retailer reaches 90 percent of American brides, either through digital or in-person means.

As far as calming customer fears, Marcum was blunt: “We will deliver on every dress that we have a commitment to deliver on — that’s been sold or [has] a deposit or whatever.”

“We have control of our own supply chain. … We have dresses in production right now.

“[That was the] number-one issue that we focused on with the [bankruptcy] judge — and she agreed and approved, and so have our lenders: We must fill those commitments.

“And so that’s where we’re focused,” Marcum assured.

The complete video interview is at FOX Business.

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A discussion on Pearl, David’s Bridal planning technology.