Shane Co., Zales Engage Same-Sex Couples
Mainstream Jewelers Shane Co. And Zales Court Same-Sex Couples To Put The Ring On The Finger
by Heather Cassell
Earlier this month, Zales, which is owned by Signet Jewelers Ltd., introduced Love and Pride engagement rings and wedding bands designed by Udi Behr. The latest collection includes engagement, commitment, wedding and anniversary rings currently available in more than 60 Zales stores in the states. The jewelry store plans to bring the collection to more stores throughout the United States and Canada soon, according to an August 1 news release from Zales.
“We are thrilled to bring our product line and the spirit of our work at ‘Love and Pride’ to Zale’s stores across the country and Canada,” says Udi, who started designing the collection in 2004, when same-sex marriage was only legal in Massachusetts. “This partnership with Zale’s will help Love and Pride fulfill its mission as a successful business, and as importantly, one that supports the LGBT community and will create an accessible, meaningful option for LGBTQ people seeking products that speak to their hearts.”
His same-sex jewelry line has been carried by Fred Segal and Saks 5th Avenue in the past.
Brian Silva, executive director of Marriage Equality USA, agrees.
“Our partnership with Love and Pride was an amazing collaboration of beautiful design and craftsmanship, with a deep commitment to human rights that helped us reach our goal of marriage equality for all,” says Brian. “Udi and his team supported us because they care about people – all people and want to create a better world for LGBTQ people.”
“When people wore the Marriage Equality USA pendant it gave us a visible way to show our love and pride and make a positive statement about our work,” continues Brian.
Wooing LGBT couples is new ground for the two jewelry chains, one a family-owned operation and the other a mega-chain. Until now, boutique designers have been creating engagement and wedding rings for same-sex couples long before the Marriage Equality campaign gained momentum and ultimately won in 2015.
The partnership coincides with the one-year anniversary of the US Supreme Court’s marriage equality ruling.
Udi is proud to partner with Zales with the Love and Pride collection believing that it “creates an accessible, meaningful option for LGBTQ people seeking products that speak to their hearts,” he says.
Udi points out that Zales has been a good ally with an outstanding record of commitment to the LGBT community, just as he has with the Love and Pride collection through the years. More than $500,000 raised through sales of the rings has been donated to The Matthew Shepard Foundation, Marriage Equality USA and the Human Rights Campaign.
In June, Shane Co., a nationwide family-owned jewelry store, unveiled its same-sex engagement and wedding ring campaign Love Fiercely/Live Fiercely.
The collection of jewelry showcases over 150 pieces priced from $40 to over $20,000 featured on landing pages with engagement rings and wedding bands for same-sex couples and on-trend fashion jewelry items for men and women, according to a Shane Co. news release June 1.
Couples who vow to be bold on their wedding day will find around 2,000 exclusive ring styles from modern to classic, and can choose from hundreds of hand-selected loose diamonds and rare gemstones for the center stone at each Shane Co. location.
Simply to be stylish, fashion forward individuals can select from a variety of stainless steel chains, sterling silver bracelets, channel-set sapphire rings and diamond stud earrings that offer the wearer attitude with an edge.
It remains to be seen if other jewelers, like Tiffany & Co., will follow suit.
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