Platform lets users create custom bridal jewels
New York--WR Cobb Online has teamed up with David’s Bridal to offer the store’s customers the opportunity to design their own engagement ring, among other jewelry.
Called “It’s All About You” on the David’s Bridal website, the design-your-own-jewelry platform is accessible through banner ads by the same name and asks users to enter their ZIP code, select a participating jeweler near them from which to receive their custom-made jewelry and design a ring based on diamond, setting and price.
Once on the platform, users can opt to design a plethora of bridal jewelry: an engagement or three-stone ring, a diamond pendant or studs, a wedding or eternity band, an anniversary ring or men’s diamond band.
WR Cobb said the program is especially relevant for David’s Bridal, as comScore reported that 41 percent of brides visiting the store’s website have not yet received a ring and 25 percent end up selecting their own ring.
“This program, in its third month, is already generating leads and revenue for participating retailers that use the … platform. It brings these retail partners customers that might not have considered their services,” said Jay Gerber, vice president of sales and marketing for WR Cobb Online.
WR Cobb Online is not the only jewelry industry player to form a partnership with David’s Bridal. Helzberg Diamonds recently joined with the store to become its exclusive jewelry retail partner, creating a “unique, one-stop resource for brides-to-be,” the retail jeweler said.
David’s Bridal is a chain store specializing in wedding and bridesmaids’ dresses with hundreds of locations in the United States, Canada and Puerto Rico.