National Jeweler Network

Public Policy & Issues

Macy’s supports Pride Month with new campaign

June 09, 2014

New York--Macy’s will mark June as National LGBTQ Pride Month with in-store events, specialty merchandise, sponsorships, advertising and a gift registry service that “warmly welcomes all couples.”

Macy’s said the “Pride + Joy” campaign highlights the company’s long-standing commitment to diversity, inclusion and respect.

As part of the campaign, Macy’s will offer exclusive merchandise from Human Rights Campaign, a U.S.-based civil rights organization that works to achieve equality for the lesbian, gay, bisexual and transgender, or LGBT, community.

In addition, the retailer will display Pride Month commemorative advertising and window treatments and hold special in-store events, including performances by select cities’ Gay Men’s Chorus and shopping parties where Macy’s helps customers “pick out an outfit by learning what your favorite color of the rainbow says about you.”

Macy’s also has its employees and their family and friends marching in the company’s “Pride Parades” in 23 cities across the country, which kicked off in late April and will take place until Oct. 12. 

As the gay marriage legalization continues to garner attention both nationally and globally, more retailers are taking an accepting stance and are becoming more outspoken on support for the LGBT community, jewelers included.

In June of last year, Seattle-based Ben Bridge Jeweler, owned by Warren Buffett’s holding company Berkshire Hathaway Inc., began carrying jewelry by Rony Tennenbaum, a New York-based designer who designs specifically for the gay community without the use of “stereotypical rainbows and triangles.”

In April, Rogers & Hollands also added Tennenbaum’s same-sex bridal jewelry to its Chicago-area stores.

RELATED CONTENT: Another chain taps into the LGBT wedding market

This past spring, Mervis Diamond Importers hosted wedding band trunk shows at its locations in Virginia, Washington and Maryland with an emphasis on the events catering to all couples, straight and same-sex. The company is a long-time supporter of the gay community, previously holding contests and launching its own line of same-sex wedding bands.

RELATED CONTENT: Mervis Diamond’s mission: Cater to all couples

While the Macy’s Pride + Joy campaign website advertises that its wedding and gift registry service “warmly welcomes all couples,” the company did not respond by press time to an inquiry asking if they’ll advertise bridal jewelry as same-sex.