Bye, Bye, “Bridal”!

Selling products starts with speaking to your customers. Does the language your business uses promote diversity and inclusion?

Pride month may be over, but love is still love. The wedding industry is rife with gendered language that hasn’t been questioned or widely modified in ages. But we’re not wedded to these terms! Divorce yourself from antiquated terminology and lead from the front with these alternatives:

The Power of Words in The Wedding Industry

Words matter. They can hurt or heal, empower or destroy. This is especially true for groups and individuals who’ve experienced discrimination and marginalization due to their race, religion, gender identity, sexuality, culture, and/or abilities. As we work to make our society a more unconditionally inclusive one, retail businesses should be especially aware of how they’re speaking to their consumers—particularly within the wedding industry.

“When you approach the wedding industry with gendered terms (such as ‘bride’ and ‘groom’), you’re already projecting you have a narrower point of view in terms of what a wedding should or shouldn’t look like and who it does or doesn’t include.”
– Equally Wed

Gender-Neutral Terms to Promote Inclusivity for LGBTQIA+ Clients

Wedding retailers can promote inclusivity and make their business a safe and welcoming space for LGBTQIA+ clients by swapping these outdated gendered terms for their gender-neutral equivalents (complements of Shannon Collins):

Gendered	Gender-Neutral
Bride	Marrier or celebrant or their name
Groom	Marrier or celebrant or their name
Couple	Partners or Marriers
Bridal	Wedding
Bridal Suite	Wedding Suite
Bridal Party	Wedding Party, crew
Bridesmaids	Attendants
Groomsmen	Attendants
Maid/Matron of Honor	Person of Honor, Attendant, Honor Attendant
Best Man	Person of Honor, Attendant, Honor Attendant
Flower Girl	Flower Child
Ring Bearer	Junior Attendant
Fiancé/Fiancée	Nearlywed, Intended, Spouse-to-be
Husband	Spouse or Partner
Wife	Spouse or Partner
Mother/Father	Parent or Caregiver
Brother/Sister	Sibling
Ladies/guys/girls (When greeting a group)	Hey Everyone, folks, y’all, friends, or people
Ma’am/sir/gentlemen (When addressing guests)	Simply say ‘excuse me’ or ‘pardon me’
Bridal Shower	Wedding shower or couple’s shower
Bachelor Party	Bach party
Bachelorette Party	Bach party
Bridal show/expo	Wedding show/expo
Father-daughter dance/ Mother-son dance	Special Dances
Groom’s cake	Second cake
Menswear	Suit style, formalwear
Bridal Portraits	Portraits
“I now pronounce you husband and wife”	“I now pronounce you married”
“Your may kiss the bride.”	“You may kiss your partner”
“Please Welcome for the first time, Mr. and Mrs. Smith!”	“Please welcome the happy newlyweds!”

Source: https://www.shannoncollins.com/inclusivity/lgbtq-inclusive-language-guide-for-wedding-vendors/

Remember, removing gendered terminology from your retail marketing and communication efforts (i.e., website, social media, brochures, contracts, intake forms, and more) opens your business to everyone and allows you to help make individuals and entire groups of people feel heard, respected, and welcomed.

Include Thoughtful Marketing in Your Holiday Sales Push

Navigate the holiday sales season with expert advice and data-driven tips for selling more sparkle this year! With more information on demographics and inclusion, plus shopping trends and suggestions for advertising organically, our Engagement Ring Marketing Guide is the perfect launchpad for your holiday sales planning.

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