Jewelry stores face the biggest change to how they need to rethink how they serve customers today.
You can't simply put a rainbow flag sticker on your store window and call yourself "gay friendly." You have to become fully inclusive in your store in order to best serve the LGBT community and your local same-sex couples.
You can't rush into this. There's a bit of a learning curve when it comes to words and phrases that might seem innocuous or innocent, but they are offensive to same-sex couples.
You'll only have one chance at that first impression with same-sex couples, and it's easy to completely destroy that chance with the first question you ask them.
The Jewelers Equality Alliance, Inc. is here to help you find out how you can replace non inclusive sales methods with better sales methods that will appropriately serve the same-sex couples without alienating your "traditional" customers.
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