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Eileen McClelland

BVW Jewelers Promotes Marriage Equality in Bold Ad

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Britten and Michelle Wolf, owners of BVW Jewelers in Reno, NV, (tagline, Extraordinary Never Ordinary) have launched an ad campaign promoting marriage equality in their city.

The 30-second spot has been shown in local movie theaters in the past week, and Britten Wolf is pleased to report that he has received overwhelmingly positive reactions to the ad, in which two young women become engaged with a traditional diamond ring from BVW Jewelers and celebrate their love and commitment with a kiss.

The first weekend it appeared on social media, it generated more than 20,000 impressions on Facebook, YouTube and Instagram.

“The day after it ran we had a couple come in after seeing the video, and basically pay for the commercial,” by ordering custom rings, Britten Wolf says.

“My wife and I have always had a belief in equality,” Britten Wolf says. “We’ve always supported the LGBT community. It’s the law of the land now, and if two people love each other they should be able to express it any way they can.”

BVW Jewelers is one of INSTORE’s 2015 America’s Coolest Stores winners. Wolf has a non-traditional approach to advertising, which works best for him. “Jewelry is visual and so I’ve never thought radio would be that good. And TV is expensive,” he says. So he targets online, mobile, SEO and web advertising, and uses analytics to keep track of what is working best. One of the hash tags associated with BVW Jewelers on social media is “Getting Hitched in Reno.” At least 80 percent of the business is based on custom design.

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Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.

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