Brides enrolled in David’s Bridal loyalty program can now share all the discounts and other perks with their bridal party and family members, writes Dan Berthiaume for Chain Store Age.

The David’s Diamond Loyalty program was first introduced in 2020 and has more than 2 million members.

Originally just for brides, the loyalty program will now allow brides to extend special discounts on dresses and alternations to their bridal party and others through Diamond Bride.

“We are thrilled to launch Diamond Bride. Our brides have told us they not only want to stretch their bridal budget, but they’d also love to extend those deals to everyone in their bridal party and family,” said Kelly Cook, president, brand, technology, and finance at David’s Bridal, headquartered in Conshohocken.

With Diamond Bride, participating brides who purchase a dress at David’s Bridal will receive 10% off any regular-price shoes, veils, other accessories, and any wedding dress alterations.

Their bridal party members and family members will also receive 10% off all regular-price bridesmaids’ dresses and select mother of the bride and groom dresses and dresses for the grandmothers of the bride.

Alterations for bridesmaids’ dresses will start as low as $35.

Read more about David’s Bridal’s loyalty program at Chain Store Age.

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