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Which Jewelers Actively Market Wedding Jewelry to LGBT Couples?

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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

We attend LGBT fairs and have designs made for that community. They hate branded stuff. — Jennifer McFadden, Joel McFadden Designs, Red Bank, NJ

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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

We have a nice LGBT trade, and it has spread via word of mouth. — Tom Duma, Thom Duma Fine Jewelers, Warren, OH

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We market to everyone equally. Romance is romance! — Teri Vogan, Vogan Gold & Silver Works, Colorado Springs, CO

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

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Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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Do You Or Don't You?

Which Jewelers Actively Market Wedding Jewelry to LGBT Couples?

mm

Published

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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

Advertisement

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

Advertisement

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 August 2016 edition of INSTORE.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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