MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
OtherAug 10, 2016
Jewelers boost offerings for same-gender couples
As more states fight to legalize gay marriage and the bridal market begins to grow for same-gender couples, two more retailers have expanded their product selection to tap into the growing opportunity.
While the figure continually is changing as new laws are made and others struck down, the numbers continue to trend in favor of marriage equality for same-gender couples.
This provides a bump for the wedding market, and retailers that are open to change are capturing the new opportunities with increased support and expanded product selections targeted at the lesbian, gay, bisexual, and transgender--or LGBT--community.
To tap into this growing market, online retailer Brilliance is launching a line of men’s engagement rings called “Mangagement Rings.”
Brilliance said that the inspiration for the new line came in part after the company saw many customers seeking a man’s engagement ring but ended up creating a custom piece since no one was offering a dedicated line of such.
After they started seeing this, the company began to research whether there was interest in such a collection, coming to the conclusion that, in fact, there was.
Brilliance said that the line makes them the first major retailer to create a dedicated line of engagement rings designed specifically for men that aren’t just re-purposed wedding bands or rings for women. With the Mangagement line, Brilliance is focusing on the structure of the rings--sharper angles, wider bands, and unconventional shapes.
Brilliance also is offering a custom design service for those who don’t see any rings that speak to their preferences.
The collection is slated to launch mid-October and only will be available online at Brilliance.com. It will include rings made in gold, platinum and palladium, with some designs available in silver for affordability. Brilliance is projecting a range of prices from $950 to $9,750 for the rings that will be included in the initial line.
“This project has been in the works for a long time, and it is finally coming together for launch,” Shai Barel, director of strategic partnerships at Brilliance, told National Jeweler. “It happens to be the perfect time, when you think about it, because of
the large number of states that are legalizing gay marriage and the fact that primary demographic for this is gay men. We feel this is the prime time to get into the market and offer something like this.”
RELATED CONTENT: The change that is bringing opportunity
He added that while Brilliance will be advertising anywhere that reaches a primarily younger, male demographic, they also want to extend beyond the LGBT market by tapping into the increasing number of women who want to propose to their male partners--another increasing trend that the company has identified in the industry.
Its marketing initiatives involve mostly online avenues such as social media and Google advertising, in addition to several highly-targeted print publications.
In similar news, Kingston Fine Jewelry in Kingston, N.Y. has added bridal jewelry designed for the LGBT community to its offerings at the store.
Kingston now is selling bridal pieces designed for same-sex couples by New York-based designer Rony Tennenbaum, “joining the new generation of jewelry pioneers that are taking an accepting stance and showing support for the LGBT community,” it said.
The store said adding Tennenbaum’s line will allow them a wider outreach and enable them to include same-gender couples as part of their “all-inclusive accepted family of customers.”
RELATED CONTENT: Another chain taps into the LGBT wedding market
In addition to showing its support for the LGBT community, Kingston also said carrying Tennenbaum’s line will boost its local presence and following by strengthening its foothold as a bridal destination.
Other retailers that currently carry Tennenbaum’s LGBT Collection include Ben Bridge Jeweler in Tacoma and Spokane, Wash., Rogers & Holland and Sparkle in Chicago, and Christensen & Rafferty in San Francisco and Richmond, Va.
More on Other
The Latest
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired JewelsThe “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
IndependentsJun 26, 2025
Penny Ruston Dies at 80 The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.
Weekly QuizJun 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 EventThe event is set for May 16-19 in Detroit, Michigan.
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight ContinuesThe Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef JewelryAgents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus PerformersThe designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund RecipientsThe trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for EntriesThe organization has also announced this year’s slate of judges.
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local RetailerLori Tucker started at Williams Jewelers when she was 18 years old.
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry CollectionThe “XO Tacori” collection was designed to blend luxury and accessible pricing.
GradingJun 23, 2025
GIA Names New President and CEO Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural DiamondsSignatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry DesignersThe winning designs captured the “Radiance” theme.
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement RingThe singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ BraceletThe bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’sThe 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
