David’s Bridal is opening a new bridal retail concept aimed at delivering “elevated, curated and personalized” experiences for brides looking for the perfect wedding dress.
The concept, announced last Thursday, shares the name of a popular Prince song: Diamonds & Pearls. It looks to provide a “space that seamlessly blends timeless elegance with contemporary allure,” according to the company.
“At David’s, we believe every bride deserves a magical experience-and it starts the moment she walks into one of our stores,” said Kelly Cook, CEO of David’s Bridal, in the news release. “With Diamonds & Pearls, we’re taking this promise to the next level.”
Where is Diamond & Pearls located?
The first Diamonds & Pearls location is currently open to shoppers and booking appointments in Delray Beach, Florida, with a second location to open later this year, David’s Bridal said in a news release. The store aims to blend the “hospitality of a high-end bridal boutique with David’s recent technology” and is designed for “a new generation of brides who crave modern styling options, personalization, and a luxurious way to shop for their dream dress,” according to the company.
According to David’s Bridal, Diamonds & Pearls stores will feature a “thoughtfully edited selection” with approximately one-third the options found in a traditional David’s Bridal store, tailored to the “most trending styles and silhouettes.” The store concept also aims to “revolutionize” its in-store and digital retail experience, the company said.
Another location is set to open later this year, although exactly where has yet to be disclosed.
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David’s Bridal dealt with bankruptcy woes
The opening of this new concept comes amid troubles in recent years for the retailer. In April 2023, David’s Bridal filed for bankruptcy and laid off more than 9,200 employees. In July 2023, they were able to sell the business to asset manager Cion Investment Corp in a no-cash transaction, Reuters reported. And in 2018, the chain also filed for Chapter 11 bankruptcy protection but came out of it the next year.
Contributing: Amanda Pérez Pintado; Reuters
Gabe Hauari is a national trending news reporter at USA TODAY. You can follow him on X @GabeHauari or email him at Gdhauari@gannett.com.
This article originally appeared on USA TODAY: David’s Bridal’s new Diamonds & Pearls offers high-end wedding dresses
