If you’re a bridal retailer, you’ve probably thrown plenty of in-store bridal events. But are you missing an opportunity to market to grooms? New York City–based jewelry store Aaron Faber Gallery is collaborating with a host of partners on a pair of events geared toward the bride and groom, respectively.

“An Exploration of the Bridal Affair” encompasses the two events and a month-long exhibition of vintage, Art Deco, and contemporary engagement and wedding rings at the shop.

Tonight from 5 p.m. to 8 p.m., the store will host “Groom’s Night Out,” an evening of masculine pursuits for grooms and their bros.

Grooms need grooming tips—and jewelry—too! (Photo courtesy of Aaron Faber Gallery)

The night will begin with a presentation on how to give a great toast—by spirits company Glenfiddich. Then, representatives from Trafalgar menswear will share tips on how to dress for the big day. Jewelry designer Alishan Halebian of Alishan will display his rough diamond bridal jewelry, while Aaron Faber Gallery exhibits a cool collection of vintage and collectible Rolexes, Patek Philippes, and other contemporary watches.

Catering will be provided by Brazilian steakhouse Fogo de Chão; and while the guys are noshing, the restaurant’s operations manager will dish on how to throw a stellar bachelor party.

Then, on Saturday, it’s the brides’ turn to party—the store will host “The Bride’s Day” from 12 p.m. to 5 p.m. Alishan and Simon G. will display their latest bridal looks; Papyrus will showcase invitations and stationary; Trafalgar will share its groom’s wear; and Nevaeh Intimates will do a presentation of what to wear on the honeymoon night. The Sofitel New York hotel will share “how to put it all together,” and the Aaron Faber team will roll out its distinctive timepieces (positioning them as the perfect groom’s gift).

“With our partners, we’re creating a space where prospective brides and grooms can easily find the very best in the industry without being overwhelmed by too many options,” said Patricia Faber, co-owner of Aaron Faber Gallery, in a statement. “We also wanted to make exploring the bridal affair fun for both bride and groom, as well as their friends. The two events allow each party to focus on what’s essential to them.”

The events will include special giveaways, including a three-night Bridal Affair Honeymoon Package from Sofitel New York hotel, a set of lingerie from Nevaeh, and a leather duffel bag from Trafalgar.

The dual events would be an ambitious undertaking for many independent retailers, but they highlight the marketing possibilities that can open up when you collaborate with like-minded businesses. 

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