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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 | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Do You Or Don't You?

Which Jewelers Actively Market Wedding Jewelry to LGBT Couples?

mm

Published

on

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 | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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