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 ...

Expanding its benefits beyond brides, David’s Bridal is adding new incentives to its Diamond Loyalty program, the company announced Thursday. Exclusive benefits are now available to the full ...

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 ...