The decision to offer more perks to other wedding party members was easy for the company to make, Kelly Cook, president of brand, technology and finance at David’s Bridal, said. “We know a third of ...

The David’s Bridal Diamond Loyalty program already boasts nearly 3 million members, and now the retailer is broadening its appeal to the entire wedding party — even the flower girl. Wedding party ...

When David’s Bridal added easier-to-access incentives to its Diamond Loyalty rewards program in October, it was responding to a growing customer demand from its business. Discounts were the top ...