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Do You Or Don't You?

Do You — or Don’t You: January 2014

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Do You — or Don’t You: Do you — or Don’t You — Have a Strategy to tap the opportunities generated by the Supreme Court’s Rulings on Same-Sex Marriages?

BY INSTORE TEAM

Published in the January 2014 issue

22% YES, I DO 

We’re showing custom pieces that we have made for same-sex couples on Instagram, Facebook and Pinterest. Our new website breaks wedding bands down into the categories of traditional and contemporary instead of ladies’ and gents’ bands. — Scott E. Richardson, After Midnight Jewelers, South Burlington, VT

We are advertising his/his and hers/hers rings. — Meg Rankin, J. Rankin Jewelers, Edmonds, WA

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We are doing everything in our power. The gay community is tightly knit, fiercely loyal and has more disposable income than you would guess. We depend on word of mouth and referrals. I’ve been known to leave DeMer-branded lighters around the smokers’ patios of some of the more affluent gay bars in my area. Being open and friendly goes a long way to making new friends and increasing the bottom line. — Deric Metzger, DeMer Jewelry, Oceanside, CA

We have been placing ads in our locally produced lifestyle magazine aimed at the LGBT community. — Milton Doolittle, Benold’s Jewelers, Austin, TX

Word of mouth in this market segment is the most important. We’re asking for the business and help getting their friends in. — Chuck Kuba, Iowa Diamond, Des Moines, IA

We have been donating $100 for any same-sex sale over $1,000 to Equality Maryland since 2011. We also have an ad on marylandgayweddings. com. — Sydney Nusinov, Charles Nusinov & Sons, Parkville, MD

80% NO, I DON’T 

If a same-sex couple comes in, they will get the same service as anyone else. No specific strategy. — Mark Thomas Ruby, SunSpirit Designs, Loveland, CO

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We always welcome this market to our store and have a handful of longtime couples who come to us regularly. However, we are not creating any new marketing plans targeted at this market, largely based on our demographics. — Kathy Buccieri, Buccieri’s Gems & Jewelry, Valley Road, NJ

It’s not that we have decided not to pursue this potential market; it’s that we have decided to treat all bridal customers equally. Isn’t that what equality is all about? — Alex Weil, Martin’s Jewelry, Manhattan Beach, CA

We do not have a strategy because we live in an area that has a large population of same-sex couples. We have been treating them the same forever. So yes, we do many same sex couples jewelry, but we don’t market any differently because of the rulings. — Casey Gallant, Stephen Gallant Jewelers, Orleans, MA

We live in a very conservative small town. Yes, we have gays that shop with us and we try to treat them no differently than anyone else. But in small-town Indiana, the Supreme Court’s ruling has very little effect on the purchasing patterns of our customers. — James Sickinger, Sickinger’s Jewelry, Lowell, IN

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A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way

For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

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