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New York, NY—Bridal is a great business. Take it from us! The Knot has weathered two major recessions, because every year more than two million American couples get married. But even though brides are still walking down the aisle and overall wedding spending was up in 2011, it’s taking longer for engagement ring spending to rebound. That’s why it’s more important than ever to view the bride as your gateway customer.

What do we mean by gateway? Let me tell you a secret: we’re not in the bridal business for the weddings opportunity alone. Bridal is our gateway to everything this couple needs to buy for their new life as a family, from home furnishings and appliances to insurance and financial services. It’s not their age that triggers these purchases—it’s their stage of life. (Editor’s note: The Knot has already spun off two new post-marriage sites, The Nest, all about setting up a home, and The Bump, all about welcoming a child. At press time, a third spinoff site, The Blush, all about style in general, had just debuted.)

We can predict what they need to buy when, and market to them at the right time. We know they just got married and are about to embark on five years of firsts. Every time you sell an engagement ring, you have the same opportunity because you know what they’ll be looking for and when.

So how are you going to capture and keep the bridal customer?

• Solidify the relationship with service: Only 22% of couples we surveyed told us they received information about ring cleaning and care, and only 17% said their jeweler followed up about their satisfaction with the engagement ring.
• Keep in touch: Only 48% of couples have heard from their engagement ring jeweler since the purchase and only 18% received a thank you card. Social gestures make a huge impact and could earn you a loyal customer for life!! This is a huge missed opportunity.
• Anticipate their wedding related needs: Nearly all couples purchase wedding bands and more than 80% of brides purchase or receive jewelry to wear on their wedding day. Over 60% of brides purchase jewelry to give to their bridesmaids. Necklaces and earrings are the most popular wedding day jewelry purchases both for the bride and her attendants. Approximately 30% of grooms purchase or receive jewelry for the wedding day—cufflinks and watches are most popular.

Brides need jewelry to wear on their wedding day. Here, jewelry by Niessing. Photo: PGI Germany.

• Anticipate their future needs: Find a way to capture their wedding date and you’ll know when their anniversary is approaching every year. In addition to birthdays and other holidays, our research shows that the average couple will have their first child within three years of their wedding, so new gifting opportunities will arise in the years to come if you stay in touch with your bridal customers.

For more insights and market trends, you can follow us on Twitter @TheKnotB2B  or visit our blog at http://www.theknot.com/b2b. To inquire about advertising opportunities, email Nikki Spangler at nspangler@theknot.com.