David's Bridal has launched Diamond Prom, an exclusive free loyalty program for high school students, and announced it will open Prom pop-up shops in Q1 of 2023 just ahead of Prom season.

Further details regarding House of Prom by David's pop up locations and services are expected in the New Year.

According to the company, the Diamond Prom loyalty program provides prom goers with free gifts at every level, a chance to win a $1,000 scholarship, and a photo booth for their school events.

Additionally the Diamond program allows customers to share their loyalty number with friends and family to help them earn points towards giveaways. The launch of Diamond Prom is an extension of its existing Diamond Loyalty program with reportedly approximately two million members to date.

The development of Diamond Prom and pop up stores follows a November debut of a new bridal store format in select locations that will be expanded to include approximately 30 new format stores in 2023 including 12 brand new locations.