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

David's Bridal, the largest bridal retailer successful the US, is opening a caller higher-end boutique catered to Gen Z brides looking for a much luxurious, personalized, and curated experience.

The archetypal Diamonds & Pearls store is acceptable to unfastened connected Thursday successful Delray Beach, Florida, with different determination planned to unfastened aboriginal this year. The store is smaller, much curated, and much upscale than the mean David's Bridal store, which are typically sprawling, budget-friendly stores.

"It's decidedly affordable luxury," Kelly Cook, the CEO of David's Bridal, told Business Insider of the caller boutique. "The situation itself is overmuch much refined and elevated. We person champagne, we person hors d'oeuvres, we've got escaped bags that travel with your gowns."

Cook, who took implicit arsenic CEO successful April, said the ngo of David's Bridal is to go "the largest AI, retail, media, and readying marketplace for brides." As portion of that mission, the company, which successful 2023 filed for section 11 bankruptcy for the 2nd time, is focused connected serving each brides, including higher-end ones.

The archetypal Diamonds & Pearls is located successful Delray Beach, Florida. David's Bridal

That's wherever Diamonds & Pearls travel in. The gown enactment is much curated, with astir one-third the fig of products arsenic a accepted David's Bridal store. The selling abstraction is besides smaller astatine astir 2,000 quadrate feet alternatively of the 5,500 quadrate feet you'd find astatine a larger David's Bridal.

It's besides the lone David's Bridal determination wherever brides tin effort connected couture options from brands similar Marchesa and Viola Chan. Though the dresses thin much upscale, Cook said determination would inactive beryllium much affordable options, ranging from $500 to $5,000.

According to the wedding website The Knot, the mean outgo of a wedding dress successful 2025 is astir $2,000. The Knot besides recovered that the mean outgo of a wedding was $33,000.

Overall, the vibe of the store is much akin to an autarkic bridal boutique than a emblematic David's Bridal, according to Cook. There's velvet furniture, marble accents, and curtains separating the dressing areas and the backmost of house.

The store wants to cater to Gen Z's emotion of luxury arsenic the procreation continues to marque up a greater stock of America's brides, with its oldest members present 28. Gen Z consumers are expected to relationship for 25% to 30% of luxury marketplace purchases by 2030, according to Bain & Company.

Diamonds & Pearls is the lone determination wherever David's Bridal couture dresses tin beryllium tried on. David's Bridal

While galore autarkic boutiques merchantability made-to-order dresses that tin instrumentality 9 to 12 months to receive, Diamonds & Pearls tin present dresses successful a week if needed owed to David's Brial's ain manufacturing, Cook said. They volition besides person dresses that brides tin instrumentality location the aforesaid day.

"You're getting the intimacy of the boutique, but the planetary standard of David's," she said.

The stores besides incorporated large, interactive integer screens that brides tin usage to browse David's Bridal's afloat enactment oregon inquire for suggestions from the company's AI-powered wedding planning tool, Pearl, which tin marque recommendations based connected Pinterest boards.

Cook said that erstwhile they tested the store with brides who had antecedently shopped astatine David's Bridal, the customers said the store felt much intimate and similar they could get a much personalized acquisition owed to its smaller size.

While lone 2 Diamonds & Pearls are planned for now, Cook said the institution has identified up to 100 imaginable markets for aboriginal stores.