CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
IndependentsAug 09, 2016
Mervis Diamond’s mission: Cater to all couples
Mervis Diamonds has long been a supporter of the gay community, holding dedicated events and offering specialized bridal jewelry. Now, the company wants to bring all of its customers together as “one big happy family,” and is kicking off the idea with a trunk show.
Mervis has long been a supporter of the gay community, Chief Growth Officer Jonathan Mervis said. The store has exhibited at same-sex focused wedding shows in Washington, worked with gay and lesbian publications and media channels, and even launched its own line of same-sex wedding bands.
“When the discussions about gay marriage rights began, I saw the (laws) coming, so I came out with a line of same-sex wedding rings and threw a ‘coming out’ party, so to speak, to introduce it,” Mervis said. “A lot of members of the gay community attended, and were appreciative of the joke in there. Some couples bought rings but, more importantly, people remembered it for years.”
Word spread that Mervis Diamonds--which has locations in Tysons Corner, Va., Rockville, Md. and Washington--were gay-friendly, and the LGBT community was appreciative.
Mervis said he’s seen bridal jewelry purchases from same-sex couples run the gamut, from one man buying an engagement ring with a 2-carat yellow diamond for his boyfriend to another male couple opting for plain bands.
Two female customers once asked for two engagement rings and two bands, so each could wear a set. Another female couple wanted an engagement ring for one, and a band for the other.
“You have to be totally open and ask them what they’re looking for, it could be anything,” he said.
And whereas the store’s events previously catered specifically to the gay community, Mervis said he’s now moving to market the events to all kinds of couples.
“It’s important to me that we bring everyone together in one place as one big happy family,” he said. “We have a long and healthy relationship with the gay community in D.C., and if there’s anything we’ve heard over and over again it’s that people just want normalcy. Gay couples want to shop like any other couple. They wanted to be treated no better and no worse. They wanted to get married like any other couple, and so forth.”
Mervis said he initially wanted to call
the upcoming trunk show “Wedding Bands for Everyone” to reflect the store’s goals, but ultimately changed it to Spring Bling because not everyone is getting married, and all customers are welcome to attend and shop for any reason--a birthday, anniversary or graduation.
Mervis Diamond Importers’ Spring Bling trunk show will be held April 12 and 13 at all of its stores. Additional information can be found on the Mervis Diamond website.
Mervis Diamond Importers’ Spring Bling trunk show will be held April 12 and 13 at all of its stores. Additional information can be found on the Mervis Diamond website.
More on Independents
The Latest
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ EarringsDesigner Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs Six new retail businesses were selected for the 2025 program, which began in January.
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid UncertaintyThe company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
