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Jeweler Promotes Diversity, Marriage Equality in New Commercial

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“We’ve always supported the LGBT community.”

Britten and Michelle Wolf, owners of BVW Jewelers in Reno, NV, (tagline, Extraordinary Never Ordinary) have released their second commercial in an ad campaign series called “Love Is Love” that promotes diversity and marriage equality. Wolf says the series showcases their support and commitment to all who wish to take the path toward equality.

The first commercial, which celebrated the romantic engagement of two women, was released in fall 2015 and viewed by at least 300,000 people worldwide on social media by April 2016. Reaction was overwhelmingly positive.

“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.”

The new commercial in the series presents three couples, LGBT and interracial, happily becoming engaged, and flashes to images of three uniquely beautiful custom rings.

“We once again have pushed out in front of our peers in the jewelry industry who have yet to embrace the LGBT and everyone who finds a connection with another regardless of sex, color, or religion,” Wolf says. “We hope more businesses will find the courage and support while pushing for equality.”

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. 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 at INSTORE Magazine. Email her at: [email protected].

This article is an online extra for INSTOREMAG.COM.

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