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

Pantone color of the year 2024
TrendsDec 08, 2023
Pantone’s Color of the Year Is Warm and Fuzzy

The peachy hue also marks the program’s 25th anniversary.

Mary Tyler Moore and Elsa Peretti for Tiffany & Co. Bone Cuffs
AuctionsDec 08, 2023
Sotheby’s Sold All Mary Tyler Moore’s Jewelry

The 21 pieces up for auction, including Tiffany & Co. jewels and a Cartier watch, garnered more than $430,000 across two sales.

Inesa Kovalova’s Links pin
CollectionsDec 08, 2023
Piece of the Week: A ‘Strong & Precious’ Brooch

Centered on a sunny heliodor, the “Links” pin was designed by Ukrainian jewelry artist Inesa Kovalova.

De Beers | Diamonds Falling
Brought to you by
The Most Important “C” in Diamonds: Confidence!

Without the ability to instill confidence within the industry and directly to the consumer, a diamond holds very little value.

Lashbrook ring
MajorsDec 07, 2023
Lashbrook Sues Manly Bands for Allegedly Copying Designs

The wedding band company is also accusing its former customer of removing watermarks from Lashbrook images for its own use.

Weekly QuizDec 07, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Rough diamonds from Alrosa
Policies & IssuesDec 07, 2023
The G7’s Long-Awaited Statement on Russian Diamonds Is Here

It provides a timeline for the implementation of new restrictions, but no details.

24 Karat Club of New York new members
MajorsDec 07, 2023
24 Karat Club of New York Welcomes New Members

The organization has elected 12 new additions.

Platinum  Guild International Diamond Rings
Brought to you by
If It’s Custom, Make It Platinum

With holiday proposals right around the corner, encourage your customers to go for platinum when making the big purchase.

National Jeweler columnist Sherry Smith
ColumnistsDec 06, 2023
On Data: How Are Independents Doing So Far This Holiday Season?

Sherry Smith breaks down the numbers on jewelry sales in November and reveals the category that “emerged as a standout.”

133 carat yellow diamond
AuctionsDec 06, 2023
A Yellow Diamond, Hollywood Jewels Stand Out at Sotheby’s

Additional lots will be offered in the Fine Jewels online sale through Dec. 7.

GIA logo
GradingDec 06, 2023
GIA Debuts Revamped Graduate Jeweler Program

By mixing creative and practical skills, the new course hopes to fill the industry’s bench jeweler gap.

A 1930s gem-set and enamel ‘Maltese cross’ cuff attributed to Verdura for Chanel (left) and a loose cushion-cut Burmese sapphire weighing 11.87 carats (right) were the top lots in Bonhams New York Jewels auction this week.
AuctionsDec 06, 2023
Verdura Cuff, Burmese Sapphire Shine at Bonhams

Several other colored gemstones joined the pieces in the top 10 list.

Neil Lane lab-grown diamond engagement ring
FinancialsDec 05, 2023
Signet Jewelers’ Q3 Sales Down 12%

The retailer is still expecting a strong holiday season with improving demand for natural diamonds.

Memorial for slain jeweler Peter Damian Arguello in Wheat Ridge, Colorado
CrimeDec 05, 2023
Police Continue to Investigate Murder of Colorado Jeweler

Peter Damian Arguello, the owner of Peter Damian Fine Jewelry & Antiques, was shot and killed in an apparent robbery last week.

Tanishq store
MajorsDec 05, 2023
Tanishq Continues U.S. Expansion With 2 New Stores

The Indian jewelry giant has opened locations in Houston and Frisco, Texas.

Grandview Klein Diamonds Namibia scholarship winners
SourcingDec 05, 2023
Grandview Klein Awards Two Scholarships in Namibia

Each student was provided with the full amount of tuition for the Namibia University of Science & Technology.

De Beers Ryan Perry and David Prager
SourcingDec 04, 2023
David Prager To Leave De Beers in 2024

Ryan Perry, who has been with De Beers since 2002, also will be leaving the company next year.

Chrono24 ChronoPulse
WatchesDec 04, 2023
Chrono24 Debuts the ‘Dow Jones’ for Luxury Watches

The watch seller’s new index tracks sales data from 14 brands, including Rolex and Patek Philippe.

David Bouffard Signet Jewelers
MajorsDec 04, 2023
David Bouffard to Leave Signet, RJC

The industry veteran will step down from both roles in April 2024.

David Webb turquoise and lapis ring
TrendsDec 04, 2023
Amanda’s Style File: Decadent December

Tanzanite, turquoise, and zircon are all options for December babies, who sometimes “get the birthday shaft,” Amanda Gizzi writes.

Lightbox x Roséate Light Wand pendants
Lab-GrownDec 01, 2023
Lightbox Teams Up With Brand Founded by Former Tiffany Exec

The lab-grown diamond brand also collaborated with the website The Future Rocks on a collection launching today.

Lila Moss Calvin Klein campaign
FinancialsDec 01, 2023
Movado Lowers Guidance Again After Q3 Sales Dip

The company said it is facing a “challenging retail environment” but is prepared for the holiday season.

Muzo emerald and argyle pink diamond necklace
CollectionsDec 01, 2023
Piece of the Week: Muzo’s Emerald and Argyle Pink Diamond Necklace

It’s the hero piece of the newest "Green Jewel" collection, a collaborative offering from the two mines.

Pink Supreme Diamond
AuctionsNov 30, 2023
This Pink Diamond Reigned Supreme in Hong Kong

The 15.48-carat fancy intense “Pink Supreme” topped Christie’s fall jewelry auction in Asia, while a Patek Philippe led the watch sale.

Claire’s CFO COO Chris Cramer
MajorsNov 30, 2023
Claire’s Hires Former Bath & Body Works Exec as CFO, COO

Chris Cramer, who also spent time at Gen Z intimates brand Parade, will take on the dual role.

133 carat yellow diamond
AuctionsNov 30, 2023
Sotheby’s To Auction 133-Carat Yellow Diamond

The stone headlining the upcoming sale could fetch up to $5 million.

Diamond development hub in Angola
SourcingNov 29, 2023
Largest New Diamond Mine of the Decade Coming Online in Angola

The Luele mine is expected to eventually make the country the world’s third-largest diamond producer.

×

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