Groupon makes a commitment to the wedding market

New York--Marketing to consumers who are tying the knot, Groupon launched the “Wedding Shop” Monday, which sells engagement rings, wedding-day jewelry and other baubles associated with the big day at steeply discounted prices.

Groupon is a daily deal website that offers discounted gift certificates that can be used at local or national companies. Consumers can purchase Groupon deals for a range of categories, including food and drink, events and activities, apparel and jewelry and watches.

The Wedding Shop on Groupon will be available until April 16.

Among the shop’s current inventory is a 1-carat, princess-cut diamond ring set in a 14-karat yellow or white gold band by Aurora Diamond Collection that Groupon states is valued at $11,299.99 but is offered for $999.99, a 91 percent discount.

The diamond is H-I color and I1-I2 clarity and includes an “authenticity report.” Groupon said the third-party vendor of the ring provided the MSRP.

There’s also a 14-karat gold and three-stone diamond ring. The Groupon deal offers it at $799.99, down from the site’s quoted value of $3,199, a 43 percent discount.

A 10-karat gold and diamond band is available for $229.99, down from $899.99, and men’s stainless steel and titanium wedding bands are $14.99, down from $113.99, markdowns of 75 and 87 percent, respectively.

Diamond stud earrings, diamond hoop earrings, diamond channel bands and pearl jewelry also is featured on the Wedding Shop, as well as costume jewelry priced at less than $100.

In addition to bridal jewelry, the Wedding Shop includes wedding dresses, suits, gifts for the bride and groom, limousine services, photo booth rentals, DJ packages and other services.

Tim DeClaire, head of consumer public relations at Groupon, told National Jeweler that Groupon has had success with limited-time “shops” in the past, including throughout the holidays and one for Valentine’s Day.

“In January we had some wedding dresses available for sale on Groupon.com and they sold well,” he said of Groupon’s decision to launch the Wedding Shop. “Typically a deal collection will run for five to seven days, but we’re keeping the Wedding Shop open until April 16.”

DeClaire said Groupon also is planning specific shops for Mother’s Day and Father’s Day.

As part of the promotion around its Wedding Shop, Groupon is giving away $500 in “Groupon Bucks” to two winners by asking entrants to “pin” their favorite items from the Wedding Shop onto their Pinterest