BariJay supporting stores with service policies, incentives

In response to stores’ complaints about the difficulties of selling bridesmaids compounded by online sellers, Bari Jay has reinforced its service policies in support of bridal stores.

Specifically, according to co-owners and sisters Erica Rosenfeld and Susan Parker (daughters of founder Bruce Cohen), Bari Jay is addressing this issue with incentive programs, quick-ship options, tighter territory protections, loaner and trunk show programs, and targeted Facebook ads for local stores.

“We support the brick-and-mortar stores,” explained Rosenfeld, “as bridesmaids are an important part of the wedding shopping experience and a central part of a store’s revenue stream. We are determined to provide the tools, programs and effort necessary to help them keep it.”

Bari Jay does not sell to brideside.com, Nordstrom.com or via its own website, and actively warns brides about buying online. In addition, the company has created its new annual package in which stores can qualify for steep discounts and access to the entire line, including flower girls, juniors and white goods.

“This program enables stores to pick their own samples for their own store, and to have access to the entire line with that sample purchase,” Rosenfeld added. 

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