National Jeweler Network

Market Developments

Another chain taps into the LGBT wedding market

April 21, 2014

Rony Tennenbaum’s bridal collection goes beyond “stereotypical rainbows and triangles,” Rogers & Hollands said, as the designer recognized the lack of attention paid to wedding jewelry for the LGBT community.

Chicago--Rogers & Hollands has added bridal jewelry designed for the lesbian, gay, bisexual and transgender, or LGBT, community to the inventory of two Chicago-area stores.

The stores now are selling bridal pieces designed for same-sex couples by Rony Tennenbaum, a New York-based designer who has created jewelry that caters to LGBT couples without the use of “stereotypical rainbows and triangles,” said Rogers & Hollands. 

The retailer said the advancements in marriage equality across the country have gotten the attention of companies who want in on the “burgeoning same-sex wedding industry.” With the introduction of Tennenbaum’s bands, the company hopes to reach the LGBT community.

Family-owned and operated since 1910, the jewelry chain operates Rogers & Hollands as well as Ashcroft & Oak stores in nine states, primarily in the Midwest.

In addition to offering jewelry, Tennenbaum also is promoting “The New Etiquettes of the Rainbow,” a guide that teaches both retailers and consumers about new options in wedding jewelry etiquette and gives advice to couples on making educated purchases. Member of the LGBT community wrote the guide and they aim to help retailers understand the community’s culture, tastes and needs.

Rogers & Hollands isn’t the only retailer tapping into the same-gender jewelry category as more states legalize gay marriage.

Jonathan Mervis, of Mervis Diamond Importers in Virginia, Washington and Maryland, said his family’s stores have long been hosting events catering to same-sex couples and even created a bridal line specifically for LBGT couples. 

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Earlier this month, Mervis told National Jeweler that members of the gay community “just want normalcy” when it comes to shopping for wedding jewelry, though they’ve shown appreciation for the interest he shows in catering to same-sex couples.

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In addition, Seattle-based Ben Bridge Jeweler, which is owned by Warren Buffett’s Berkshire Hathaway, announced in July 2013 that it was adding Tennenbaum’s jewelry to the inventory of its Tacoma and Spokane, Wash. stores.