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Britten Wolf: Invite LGBT Couples to Your Store, and You Invite Everyone

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Marketing engagement rings to gay couples shows a spirit of inclusivity.

Most people assume selling an LGBT couple their engagement or wedding jewelry is different from selling to a heterosexual couple. However, in my experience, it is exactly the same. When it comes to marketing wedding jewelry, it’s as simple as making and selling beautiful, quality pieces, no matter the couple.

Whether a client is looking for a diamond engagement ring or a simple gold band, we know that we have what they’re looking for. We have always had members of the LGBT community who are loyal and dedicated clients, referring many new clients to us as well. In addition, our recent marketing campaign has expanded our client base by making it obvious to a greater number of people that we are more supportive of our area’s LGBT community than any other jewelry store in our area.

Last October, we ran a television commercial promoting engagement jewelry that targeted the LGBT community. The video, which was sexy, slick and relatively inexpensive, has been viewed more than 48,000 times on Facebook and almost 25,000 times on YouTube. It has been seen all over the world and we’ve received many positive emails congratulating us on the commercial.

Overall, we’re happy to say our advertisement has received an amazingly positive response from our current clients and has brought us an incredible new customer demographic. The majority of the phone calls we receive about the commercial are positive, but there are, of course, the handful of negative ones. It was the same story on YouTube, where the ad received 102 likes and two dislikes.

Still, we recognized that making one of the first jewelry advertisements featuring an LGBT couple was risky, and we were expecting a response much more negative than the one we got. What we hear most is that people are happy that we weren’t afraid to take a chance for what we (and apparently many others) truly believe in. We are confident that we are the first stop for LGBT couples choosing their wedding jewelry in the Reno-Tahoe area. And we couldn’t be happier.


Britten Wolf is co-owner with his wife, Michelle, of BVW Jewelers in Reno, NV, a top-five winner in the 2015 America’s Coolest Jewelry Stores’ Small Cool division.

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This article originally appeared in the September 2016 edition of INSTORE.

 

 

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Britten Wolf: Invite LGBT Couples to Your Store, and You Invite Everyone

mm

Published

on

Marketing engagement rings to gay couples shows a spirit of inclusivity.

Most people assume selling an LGBT couple their engagement or wedding jewelry is different from selling to a heterosexual couple. However, in my experience, it is exactly the same. When it comes to marketing wedding jewelry, it’s as simple as making and selling beautiful, quality pieces, no matter the couple.

Whether a client is looking for a diamond engagement ring or a simple gold band, we know that we have what they’re looking for. We have always had members of the LGBT community who are loyal and dedicated clients, referring many new clients to us as well. In addition, our recent marketing campaign has expanded our client base by making it obvious to a greater number of people that we are more supportive of our area’s LGBT community than any other jewelry store in our area.

Last October, we ran a television commercial promoting engagement jewelry that targeted the LGBT community. The video, which was sexy, slick and relatively inexpensive, has been viewed more than 48,000 times on Facebook and almost 25,000 times on YouTube. It has been seen all over the world and we’ve received many positive emails congratulating us on the commercial.

Overall, we’re happy to say our advertisement has received an amazingly positive response from our current clients and has brought us an incredible new customer demographic. The majority of the phone calls we receive about the commercial are positive, but there are, of course, the handful of negative ones. It was the same story on YouTube, where the ad received 102 likes and two dislikes.

Still, we recognized that making one of the first jewelry advertisements featuring an LGBT couple was risky, and we were expecting a response much more negative than the one we got. What we hear most is that people are happy that we weren’t afraid to take a chance for what we (and apparently many others) truly believe in. We are confident that we are the first stop for LGBT couples choosing their wedding jewelry in the Reno-Tahoe area. And we couldn’t be happier.

Advertisement

Britten Wolf is co-owner with his wife, Michelle, of BVW Jewelers in Reno, NV, a top-five winner in the 2015 America’s Coolest Jewelry Stores’ Small Cool division.

This article originally appeared in the September 2016 edition of INSTORE.

 

 

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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