Yes, I Do 26%
I advertise on several LGBT websites and have had great results from doing so. I have received a few calls to advertise at LGBT events and I am in the process of reviewing the price for those events. — John DiEnna, JD3 Jewelry, Lansdowne, PA
We call it our bridal and life partner gallery and have since 1999. Our bridal TV ads show all types of relationships. — Kate Pearce, Pearce Jewelers, West Lebanon, NH
We have specific ads directed toward the LGBT community stressing tolerance and acceptance. Next year, we will attend an autumn Pride festival. — David Blitt, Troy Shoppe Jewellers, Calgary, Alberta, Canada
Our Facebook posts reflect same-sex couples along with ads and posts appearing on Gayborhood.com. — Milton Doolittle, Benold’s Jewelers, Austin, TX
We run Facebook advertising stressing “equality in love.” — Anne Marie Marker, Rolland’s Jewelers, Libertyville, IL
We attend LGBT fairs and have designs made for that community. They hate branded stuff. — Jennifer McFadden, Joel McFadden Designs, Red Bank, NJ
We have a billboard, we are top-three-rated in all SEO within 25 miles, and we advertise on social media. — Michael Kanoff, Michael’s Jewelers, Yardley, PA
No, I Don’t 74%
I was one of the first jewelers in the country to actively court the LGBT community. We were selling “wedding” bands to them before any of them could get married. We marketed in all the local LGBT papers for years prior to legalized gay marriage in our state. However, over time, it no longer mattered. We could advertise normally and reach the gay community because once it was legalized and the community became more accepted, there wasn’t a need for LGBT-specific papers as much. — Daniel Spirer, Daniel R. Spirer Jewelers, Cambridge, MA
LGBT was always such a solid part of my customer base no special advertisement was required. Good reputation, acceptance and tolerance works. — Klaus Kutter, A Jour, Bristol, RI
LGBT is only 2 percent of the population, so spending advertising money there would be mostly wasted. We openly work with all who come in, however. — Larry Exum, Chandlee Jewelers, Athens, GA
We don’t actively target any particular group for bridal. We are lucky to have many customers in the LGBTQ community and find that if you can make it a comfortable shopping experience for them, they will tell their friends that we are a judgment-free and trustworthy place to shop. — Casey Gallant, Stephen Gallant Jewelers, Orleans, MA
We have a nice LGBT trade, and it has spread via word of mouth. — Tom Duma, Thom Duma Fine Jewelers, Warren, OH
We market to everyone equally. Romance is romance! — Teri Vogan, Vogan Gold & Silver Works, Colorado Springs, COThis article originally appeared in the August 2016 edition of INSTORE.
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