WATCH: Nevada Jeweler’s 30-Second Commercial Depicts Lesbian Couple’s Engagement

The business owner knew he was taking a risk.

BVW Jewelers in Reno, NV, has broken advertising tradition with a new commercial that shows two women getting engaged, the Associated Press reports. The commercial has been playing at movie theaters and on local TV stations, mostly during broadcasts of the Ellen DeGeneres Show, the report adds. “If anything, it was a risk on me being a small business in Nevada,” BVW owner Britten Wolf told the AP. “I love our state but you don’t know how that’s going to hit people here. Being a small business, it takes a few people here and there and you could have some adverse effects.” He does note, however, that the ad has sparked modest criticism to date.

Watch the commercial below:

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