How to Attract the New Bridal Customer

The new bridal consumer is a Millennial, one of 76 million people under the age of 29 who approach shopping far differently from their baby boomer parents. Connect with Millennials on their turf and their terms by engaging them on their computers, smart phones, and Facebook and Twitter pages. This is where they live, learn, connect with friends, and investigate shopping options. Don't think of yourself as a retailer of bridal jewelry—there are thousands of those, all with similar, deep-rooted barriers for new shoppers. The challenge is to create an unexpected, pleasurable, and educational first experience. Here are four ideas to consider: Host a bridal expo twice a year. Here, in one evening, brides-to-be can meet your trained associates as well as representatives from your best bridal jewelry vendors and local wedding-related businesses such as photo

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