David's Bridal is opening a new, higher-end boutique to appeal to Gen Z brides

David's Bridal, the largest bridal retailer in the U.S., is launching a luxury boutique called Diamonds & Pearls aimed at Gen Z brides. Opening in Delray Beach, Florida, the boutique offers a more intimate and curated shopping experience, featuring a reduced gown selection and upscale amenities including champagne and hors d'oeuvres. CEO Kelly Cook emphasized a mission to serve all brides while balancing affordability, with dress prices ranging from $500 to $5,000. This move follows the company's recent financial struggles and aims to establish it as a prominent retail and planning marketplace for weddings.

"It's definitely affordable luxury. The environment itself is much more refined and elevated. We have champagne, we have hors d'oeuvres, we've got free bags that come with your gowns."

"The mission of David's Bridal is to become the largest AI, retail, media, and planning marketplace for brides."

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