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Do You — Or Don’t You — Do You Actively Market Wedding Jewelry To The LGBT Community?

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Do You — Or Don’t You — Do You Actively Market Wedding Jewelry To The LGBT Community?

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

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➤ 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

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➤ 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, CO

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

Do You — Or Don’t You — Do You Actively Market Wedding Jewelry To The LGBT Community?

JOIN THE BRAIN SQUAD!

To share your hot sellers and see collected responses from our monthly surveys, owners and top managers of U.S.-based jewelry stores are invited to join INSTORE’s Brain Squad at: instoremag.com/brainsquad.

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Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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Do You Or Don't You?

Do You — Or Don’t You — Do You Actively Market Wedding Jewelry To The LGBT Community?

mm

Published

on

Do You — Or Don’t You — Do You Actively Market Wedding Jewelry To The LGBT Community?

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

Advertisement

➤ 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

Advertisement

➤ 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, CO

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

Do You — Or Don’t You — Do You Actively Market Wedding Jewelry To The LGBT Community?

JOIN THE BRAIN SQUAD!

Advertisement

To share your hot sellers and see collected responses from our monthly surveys, owners and top managers of U.S.-based jewelry stores are invited to join INSTORE’s Brain Squad at: instoremag.com/brainsquad.

 

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

Promoted Headlines

Most Popular