Independents

5 Things to Know About Selling Jewelry to the LGBTQ+ Community

IndependentsMay 05, 2022

5 Things to Know About Selling Jewelry to the LGBTQ+ Community

Color Source Gems’ Jeremy Chalchinsky covered authentic advertising, anti-discrimination policies, and more during an AGS Conclave session.

20220505_LGBTQ Conclave.jpg
Jeremy Chalchinsky, vice president of sales at Color Source Gems, led a presentation and discussion on selling jewelry to the LGBTQ+ Community at American Gem Society Conclave, which took place last week in Oklahoma City.
Oklahoma City—On the last day of AGS Conclave, in the last time slot, attendees filed into a final education session, this time to learn more about selling jewelry to the LGBTQ+ community.

Jeremy Chalchinsky, vice president of sales at Color Source Gems, was at the helm, PowerPoint clicker in hand as his mother and coworker, Rachel, observed from a few rows back.

He clicked to the first slide, starting his presentation with an unexpected opening line.

“I’m not gay,” said Chalchinksy, swiftly ushering out the elephant in the room.

So, what was he doing up at the podium?

“For a long time, I have heard people say that it’s up to the allies to stand up and say something. I decided to finally be that person within our industry,” he said in a statement to National Jeweler.

While he had reservations about being the right person for the topic, and concerns about potential backlash, he took inspiration from a framed quote in his office: “Feel the fear and do it anyway.”

The industry has begun having the uncomfortable but necessary conversations about race, but the diversity discussions have rarely included the LGBTQ+ community, he said.

“So many of my peers and friends are members of the LGBTQ community. They have lives, they love, and they buy jewelry. They’re also members within our industry community. We all deserve to feel safe and represented.”

“I was grateful to AGS for giving me the opportunity and for being so inclusive and open to diversity,” Chalchinsky concluded.

Here are five key takeaways from his presentation.

Know your customer.

Chalchinsky started his presentation with the basics, going over each letter in the LGBTQ+ with a brief explanation.

He delved into hot topics and issues specific to each community, like the difference between bisexual and pansexual and what it means to be genderqueer or genderfluid.

He took special care to explain what it means to be trans, noting that this group faces the most discrimination.

While jewelers, and people at large, should take the time to educate themselves on each community, Chalchinsky made it clear that these questions should not be posed to the customer.

It is never appropriate, for example, to ask a customer if they’ve undergone surgery or hormone therapy, or to comment on whether or not they “pass” as a man or a woman.

A retailer wouldn’t ask a non-trans customer about their genitals, he noted, so the same rule applies here.

As for knowing which pronouns to use, there’s no clear answer, but the most important part is to show that you are trying to be inclusive, he said.

When in doubt, use “they” or the person’s name.

If a mistake is made, apologize and be mindful of how to address this customer going forward.

 Related stories will be right here … 

The LGBTQ+ community has a lot of spending power.

Chalchinsky pulled out some interesting statistics to accompany his presentation.

A 2021 U.S. Census Bureau survey gathered info on the sexual orientation of adults aged 18 and over.

More than 3 percent of respondents identified as gay or lesbian, 4 percent as bisexual, 2 percent as “something else” and 2 percent responded, “I don’t know.”

That’s about 11 percent of the U.S. population a jeweler could miss out on by not welcoming members of the LGBTQ+ community.

A Gallup poll from February 2022 found that about 21 percent of Gen Z adults, those born between 1997 and 2003, identify as LGBT.

“That is nearly double the proportion of millennials who do so, while the gap widens even further when compared with older generations,” Gallup noted.

Chalchinsky cited a Nielsen study that found LGBTQ+ consumers make about 10 percent more trips to the store per year than their non-LGBTQ+ counterparts and spend about 7 percent more during those trips.

Though they may spend more, they don’t necessarily earn more, he said, due to discrimination in housing, the workforce, healthcare, and other areas.

He noted, however, that many LGBTQ+ couples have no children or fewer children than their non- LGBTQ+ counterparts, which means that, though they might earn less, they have more discretionary income.

20220505_Jeremy Chalchinsky.jpg
Jeremy Chalchinsky is the vice president of sales at Color Source Gems.


Set anti-discrimination policies in the workplace.

Retailers should have anti-discrimination policies in place that extend to all types of discrimination and protect both customers and employees.

A supportive and professional environment is important for all employees, said Chalchinsky.

Just because an employee hasn’t publicly identified themselves as LGBTQ+ doesn’t mean that they aren’t in need of protection against discrimination, he added.

It’s also crucial that everyone is on board.

Because many independent jewelry stores are still family-owned operations, Chalchinsky gave the example of a strong-willed aunt with even stronger opinions who has worked behind the counter for decades.

There should be no passes given to employees who are discriminating or making other employees uncomfortable, regardless of how difficult the conversation may be.

A negative interaction with an LGBTQ+ customer, particularly one caught on camera, could cost a jeweler its reputation. And remember, basically everyone has a camera now, said Chalchinsky.

Reach out to the LGBTQ+ community.

As with any customer demographic, jewelers should meet LGBTQ+ customers where they are.

Consider partnering with a local business that caters to the LGBTQ+ community, or sponsoring a drag night at a local bar, Chalchinsky said.

During the Q&A portion of the session, an attendee lamented that her store wanted to welcome LGBTQ+ customers, but she was wary of alienating the bread-and-butter customers in her conservative area by showing outward displays of support, like a Pride flag.

For business owners, it may be easier said than done not to take their money when bills and employees need to be paid.

Chalchinsky noted that many trendsetters on social media, whether on Instagram, TikTok, or another platform, are members of the LGBTQ+ community. One of his suggestions was to partner with these influencers, who will reach the intended audience and avoid the “conservative” consumers.

Hanging a rainbow flag is an outward display of welcoming, but a sticker in the window from the Human Rights Campaign can also convey support but in a more subtle way, an attendee suggested.

Stay away from “rainbow capitalism.”

On the topic of advertising, Chalchinsky introduced the term “rainbow capitalism” to the audience. It’s a term that describes the commercialization of the LGBTQ+ movement, particularly Pride Month.

Every June, retailers large and small roll out the rainbow merchandise, slapping the Pride flag on as many items as possible.

By July, the outpouring of “love” for the community dries up, while the flow of donations to anti-LGBTQ+ politicians continues.

Consumers can smell pandering a mile away, Chalchinsky said. Authenticity and consistency is key to advertising to this community.

Make a concerted effort to include LGBTQ+ consumers in advertising year-round and don’t rely on old stereotypes.

Some customers may want rainbow jewelry, he said, but LGBTQ+ customers enjoy all kinds of jewelry, just like everyone else.

He added that consulting people within the community about an ad campaign can be the difference between a rousing success and an embarrassing flop.

The Latest

Artist Reena Ahluwalia “Pristine” painting
SourcingNov 01, 2024
Reena Ahluwalia Donates Diamond Painting to Benefit CJA

The artwork, titled “Pristine,” was raffled off at the Canadian Jewellers Association’s recent summit.

Sydney Evan x Wicked “Spell Book” coin charm
CollectionsNov 01, 2024
Piece of the Week: Sydney Evan Gets ‘Wicked’

Designer Rosanne Karmes has created a collection to coincide with the release of the movie musical, which is expected to be a blockbuster.

Charles & Colvard moissanite ring
FinancialsOct 31, 2024
Charles & Colvard Faces Possible Nasdaq Delisting

The retailer said it will file the necessary paperwork to regain compliance as soon as it is able.

Jewelers Mutual Group Cybersecurity
Brought to you by
Navigating Cybersecurity: Essential Guidance for Jewelers

From protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.

National Jeweler columnist Peter Smith
ColumnistsOct 31, 2024
Peter Smith: Nervous Flyers and Emotional Selling

Whether you’re calming the jittery gentleman in seat 13B or selling a diamond ring to a hesitant customer, an empathetic approach is best.

Weekly QuizOct 31, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Annie E. Doresca, Grant Mobley, Alexis Padis, Terry Chandler
Events & AwardsOct 31, 2024
WJA Will Celebrate 4 Award Winners at ‘Future of Forty’ Gala

The gala includes a red carpet, music from DJ Renata, an awards program, and “mystery boxes.”

Instore show 2025
Events & AwardsOct 31, 2024
The Instore Show Returns To Chicago Area

The trade show, in its third year, will take place in late September at the Donald E. Stephens Convention Center in Rosemont, Illinois.

Article-Top-Image.jpg
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYC

This fall, sharpen your skills in jewelry grading, quality control and diamond assessment.

Constance Polamalu
Lab-GrownOct 31, 2024
Q&A: Constance Polamalu on Selling Natural and Lab-Grown Diamonds

The jeweler shared her change of heart on lab-grown diamonds and why she keeps them separate from natural diamonds in her business ventures.

Gem Awards New York City
Events & AwardsOct 30, 2024
These Designers, Journalists, and Retailers Are Up for a Gem Award

The 2025 Gem Awards are scheduled to take place March 14 at Cipriani 42nd Street in New York City.

Peggy Grosz
MajorsOct 30, 2024
Peggy Grosz Leaves Assael After Company Is Sold

Grosz had served as Assael’s senior vice president and creative director since 2017.

CD Peacock Love and Celebration Rings
CollectionsOct 30, 2024
CD Peacock Honors Its Hometown of Chicago in First Bridal Collection

“Love and Celebration” is the jeweler’s first in-house collection featuring engagement rings, wedding bands, and celebration rings.

Hands pushing a shopping cart
SurveysOct 30, 2024
Consumer Confidence Rebounds in October

A more positive view of the labor market contributed to the strongest monthly gain since March 2021.

Mejuri store
Events & AwardsOct 30, 2024
Mejuri to Award $50K in Scholarships to Jewelry Design Students

The funds will be distributed to schools in the U.S., Canada, and the U.K.

Jewelers’ Security Alliance President Jennifer Mulvihill
MajorsOct 29, 2024
Cybersecurity Expert Selected as President of Jewelers’ Security Alliance

Jennifer Mulvihill, the first woman to lead JSA in the organization’s 141-year history, takes over for the retiring John Kennedy.

20241030_NYCJW.jpg
Events & AwardsOct 29, 2024
The Can’t-Miss Events of 2024 New York City Jewelry Week

This year’s festivities include more than 100 experiences, such as designer showcases, panel discussions, and even a treasure hunt.

Edgar Mitchell’s Rolex GMT-Master Pepsi
AuctionsOct 29, 2024
Rolex Worn on Apollo 14 Mission Sells for More Than $2M

The GMT-Master “Pepsi” that belonged to astronaut Edgar Mitchell is one of two Apollo-flown Rolex watches ever sold at auction.

Pandora ambassadors Chloe Bailey, Halle Bailey, and Pamela Anderson
MajorsOct 29, 2024
Pandora’s Holiday Campaign, New Jewelry Celebrate Light and Love

The ads star brand ambassadors Chloe and Halle Bailey and Pamela Anderson.

Stock image of a diamond engagement ring
SourcingOct 29, 2024
De Beers’ Production Drops 25% as Demand Remains Sluggish

The company combined two sights in Q3 due to the slowdown in demand, and said it is moving up the dates for sights 9 and 10 in Q4.

Monica Rich Kosann
EditorsOct 28, 2024
Q&A: Monica Rich Kosann Looks Back on 20 Years

The jewelry designer discussed how she got into the jewelry industry, what she keeps in her favorite locket, and the future of her brand.

Jewelers for Children Rock the Costume Showdown graphic
MajorsOct 28, 2024
Jewelers for Children’s Halloween Costume Contest Rocks

Participants can buy five votes for $5 to decide which jeweler will dress up as an ‘80s rockstar for Halloween.

Katy Briscoe carved indicolite Persian cat ring
TrendsOct 28, 2024
Amanda’s Spooky Style File

These 15 pieces of jewelry hand-picked ahead of Halloween appeal to the costume- and candy-loving child in all of us.

Executives at the Bulgari Ritz Carlton ribbon cutting ceremony
MajorsOct 25, 2024
This New Bulgari Boutique Is on a Yacht

Starboard Luxury is bringing the Italian brand aboard The Ritz-Carlton Yacht Collection’s newest yacht.

Mourning Jewelry Pendant
CollectionsOct 25, 2024
Piece of the Week: A Haunting Piece of Mourning Jewelry

The pendant, circa the late 1700s, likely was commissioned to remember a loved one who died young.

Artistry 2025 Catalog
MajorsOct 25, 2024
Artistry Releases Its 2025 Catalog

It features the brand’s products in the precious color, semi-precious color, pearl, diamond, gold, and sterling silver categories.

Cartoon witch and black cat with cauldron and jewelry in bubbles
EditorsOct 24, 2024
From a Witch to Wednesday: The Best Jewelry to Wear With Your Halloween Costume

For her annual Halloween story, Associate Editor Lenore Fedow pairs fine jewelry with classic and contemporary Halloween costumes.

Jewelry from Boucheron
FinancialsOct 24, 2024
Kering’s Jewelry Brands ‘More Resilient’ Than Other Luxury Goods in Q3

Sales fell 15 percent for the luxury conglomerate in the third quarter, led by a 26 percent drop in sales for flagship brand Gucci.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy