Marissa Rubinetti of Kleinfeld Bridal: How Balancing Retail and Hospitality Drives Unforgettable Customer Experiences

As a part of our series about the five things a business should do to create a Wow! customer experience, I had the pleasure of interviewing Marissa Rubinetti, EVP/Chief Operating Officer at Kleinfeld Bridal.

Marissa Rubinetti is a seasoned retail professional with over 20 years of merchandising experience, specializing in bridal apparel. She brings invaluable expertise to Kleinfeld Bridal, developing successful sales and merchandising strategies for a cutting-edge assortment of styles perfect for life’s special occasions while leading the team and operations that are known for providing an unparalleled bridal experience in the heart of New York City.

Thank you so much for joining us! Our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

When I graduated from Fordham University in 2001, like many other college graduates, I was eager to start my career but unsure of my true calling. After careful consideration, I decided to take a position at David’s Bridal as a merchandising assistant, marking the beginning of my retail career. Over the next several years, I learned and grew within the company under the guidance of exceptional mentors and peers, starting as an Assistant Buyer of Special Occasion Dresses and then progressing through various roles. From Associate Buyer of Prom, Buyer of Bridal and Senior Buyer of Special Occasion/Mother of the Bride, I then finally reached the position of VP of Dress Division, overseeing all dress categories for the company. I suppose you could say that bridal has always been in my blood, so joining the Kleinfeld family in 2021 was a natural move towards cultivating the ultimate bridal experience. As Chief Operating Officer, my extensive background in product and merchandising has allowed me to enhance the experience our brides have come to know and expect at Kleinfeld. They come to us because they know we have the best from around the world, but they say ‘YES!’ with us because our team offers unmatched service and expertise.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lessons or ‘take aways’ you learned from that?

Like any new merchant, it takes time to learn the industry jargon and product names. One day, my buyer mentioned a dress with a “duster,” and I had no idea she meant a long, matching jacket. I thought she was referring to a cleaning tool! When she explained what a duster jacket was, I felt silly. The lesson here? Don’t be afraid to be vulnerable. Ask questions, make an effort to learn, and admit when you don’t have the answer. And, at the end of the day, a sense of humor will go a long way throughout your career!

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?

First and foremost, I sincerely thank my stepfather, Bob Huth, for giving me the opportunity to work at David’s Bridal. He not only took a chance on an inexperienced kid but also helped shape me into a savvy businesswoman with a strong work ethic and intense passion for my work. Other key mentors in my career include Liz Cascio, the first buyer I ever worked for, and Catalina Maddox, who was my GMM twice. Both women showed me how grit, hard work, and dedication can help you reach your highest goals.

Thank you for that. Let’s now pivot to the main focus of our interview. This might be intuitive, but I think it’s helpful to specifically articulate it. In your words, can you share a few reasons why great customer service and a great customer experience is essential for success in business?

1. Most luxury experiences, especially in bridal, balance retail and hospitality. Exceptional customer service is crucial because word-of-mouth is one of the most powerful drivers of traffic and sales for brands and retailers. This is a big reason why generations of brides have turned to Kleinfeld to find ‘the one’. When people in your personal network or on social media share their honest and positive stories with a product or service, it builds confidence in potential customers, encouraging them to choose that brand or product for their own needs.
2. At Kleinfeld, we aim to provide every bride with a memorable experience, recognizing that they’re shopping for one of the most important days of their lives. We understand that brides will be photographed and filmed from every angle, so looking their absolute best is paramount. Our approach is to listen attentively, showcase our bridal expertise, and deliver first-class service for an impeccable experience. When brides share their positive experiences, it enhances our brand awareness, generating future appointments and business.
3. Achieving excellent customer service is also vital for building long-standing relationships with our customers. Kleinfeld recently launched KleinfeldAgain.com, an online marketplace for pre-loved wedding dresses. Drawing on our storied bridal expertise, we hope both former Kleinfeld brides and new customers will continue their journey with us, selling their wedding dresses so that each gown can have a second love story.

We have all had times either in a store, or online, when we’ve had a very poor experience as a customer or user. If the importance of a good customer experience is so intuitive, and apparent, where is the disconnect? How is it that so many companies do not make this a priority?

Customer service reflects the company/brand’s overall values towards the customer, but we must also remember we are all human and make mistakes. There is no excuse for a poor experience, but there should be a mutual understanding between parties to hopefully avoid any disconnect. At Kleinfeld Bridal, we teach our team to listen to the bride and remember that this appointment is very important and special to the bride on her wedding journey.

The bridal business can be intense because we’re helping a bride find a dress for one of the most significant days of her life. When we learn about opportunities where we could have better served a bride, we acknowledge them, address the issues, and use these experiences as learning opportunities to continuously improve our service. At Kleinfeld, we understand the emotional importance of this journey and strive to make every bride’s experience exceptional.

Sometimes, when companies grow, they forget the value of personal connection and that is where they miss the mark in exceptional customer experience. Kleinfeld has been around for decades and has tripled in size, but we have never lost the value of a small family run store.

Do you think that more competition helps force companies to improve the customer experience they offer? Are there other external pressures that can force a company to improve the customer experience?

1. Yes, competition drives companies to enhance their customer experience. When multiple businesses compete for the same customer base, each strives to differentiate itself by offering superior service, better value, and a tailored experience — especially in the bridal industry. Consumer needs and expectations from brands evolve rapidly, and companies must be relentless in identifying opportunities to change and grow with their customers while ensuring their unique selling points remain clear.
2. Various external pressures can compel a company to improve its customer experience, with competition being a primary factor. However, social media exerts an even greater external pressure. Today, people get their news, reviews, and recommendations from social platforms. Recognizing this trend, Kleinfeld has been expanding its social media presence to showcase the high-quality service customers can expect when shopping at Kleinfeld Bridal.

Can you share with us a story from your experience about a customer who was “Wowed” by the experience you provided?

1. There are countless wonderful stories about how customers were wowed by our experience, but I’ll share one of my favorites. About two years ago, a bride came into our store feeling very body-conscious and intimidated by wedding dress shopping. She traveled from the Midwest with her sister and best friend. When she first arrived, she seemed shy, nervous, and doubtful that we could find a dress to make her feel beautiful.
2. That day, Randy Fenoli happened to be at Kleinfeld for a trunk show. The moment she saw him, her face lit up. I quickly introduced her, and he greeted her with a warm, “HELLO BEAUTIFUL!” From that moment on, she was all smiles. Dorothy Silver, our buyer and sales director (also a famous face from TLC’s “Say Yes to the Dress”), introduced herself as well, making the bride even happier and more excited.
3. Soon, we had an entire team working together to find her dream dress. We narrowed it down to two gowns, but at the last minute, I thought of the perfect dress and ran to get it. She agreed to try on one final dress, and boom — this was it! I’ve never seen someone love a dress more than she did. We all cheered as she started crying tears of joy. Naturally, whenever I see someone cry, I cry too. There we were, all standing around crying, laughing, and celebrating.
4. The bride had the unique experience of having me, Dorothy, and Randy ask her the famous question, “Are you saying yes to the dress?” She answered with a resounding, “HECK YES!” It was such a happy memory for all of us, and she was so thankful for the experience, she invited us all to the wedding!

Did that Wow! experience have any long-term ripple effects? Can you share the story?

As I mentioned, she invited Dorothy and me to the wedding, but unfortunately, we couldn’t attend. However, she keeps in touch and reaches out whenever she knows a bride-to-be is interested in shopping at Kleinfeld. We obtain their information, and because these future brides are friends of one of our Kleinfeld brides, we make sure to add personal touches to the appointment. We aim to make them feel as warm and welcomed as we possibly can.

Based on your experience and success, what are the five most important things a business leader should know in order to create a Wow! Customer Experience.

1. Know your customer. Understand their expectations, culture, preferred brands, values, and what flatters their appearance.
2. Know what your competition is doing. Study how other brands and stores create differentiated experiences. Ensure you’re adjusting and always improving. As I said earlier, healthy competition keeps everyone at the top of their game.
3. Stay on top of trends. Be aware of what’s up-and-coming and be fully prepared to carry the trend when it’s at its peak.
4. Know your team. While the bride is our true customer, the leader’s customers are their staff. Make them feel supported and heard. If they aren’t happy, it will impact your brides.
5. Be consistent. Everyone should walk out of your store feeling they had a similar experience as the previous person. Of course, experiences will be personalized based on your customers’ wants and needs, but it should be your main priority to give the same time, attention, and warmth to every appointment conducted in your store.

Are there a few things that can be done so that when a customer or client has a Wow! experience, they inspire others to reach out to you as well?

1. At Kleinfeld, our “Wow!” moment for brides is when they say, “Yes!” to the dress. When a bride finds her perfect dress, we pause and ask the poignant question, “Are you saying yes to the dress?” This allows her to look at herself in the mirror, answer, and savor the moment. We then celebrate on the store floor with a champagne toast, where everyone — including other brides — applauds to mark this special milestone. We also encourage brides, friends, and family to capture the event, which they often share on social media later.
2. There’s no better endorsement for our brand than an ecstatic bride who has just said “Yes!” to her dream dress. When that same bride has an exceptional experience throughout her journey with us, from the initial appointment to the final fitting, she becomes our most powerful marketing asset. Her genuine joy and satisfaction translate into authentic word-of-mouth recommendations that are invaluable.
3. As the bride shares her Kleinfeld experience on social media, with friends and family, and when her bridal party experiences the joy alongside her, we create a ripple effect of positive brand awareness. Many bridesmaids are future brides themselves and witnessing their friend’s magical moment at Kleinfeld plants the seed for their own bridal journey with us.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

1. If I could start a movement that would bring the most amount of good to the most amount of people it would be a way to harness the way we create these magical moments, not just for brides and their families, but for people from all walks of life, while simultaneously inspiring teams to bring dreams to life.
2. At its core, this movement would be about empowering individuals and teams to recognize the transformative power of creating special, unforgettable experiences for others. Drawing from our expertise in the bridal industry, where we’ve witnessed firsthand the joy and emotion that comes from finding the perfect dress, we would expand this concept to touch various aspects of people’s lives.

How can our readers follow you on social media?

You can follow all things Kleinfeld Bridal and KleinfeldAgain.com at @kleinfeldbridal and @kleinfeldagain on Instagram and TikTok.

This was very inspiring. Thank you so much for joining us!