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Some e-retailers commit to same-sex marriage marketing

June 29, 2015 04:18 PM
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A handful of the largest jewelry e-retailers celebrated the Supreme Court decision that legalized same-sex marriage across the United States. E-retailers including Tiffany & Co., Blue Nile, James Allen and Gemvara on Friday started used the trending #lovewins hashtag on posts they distributed across social media. Tiffany & Co., No. 131 in the Internet Retailer 2015 Top 500 Guide, posted on Facebook a photo of two men with the message “Long live love.” As of Monday morning, the post had more than 11,400 likes.

James Allen, No. 252 in the Guide, posted: “James Allen is proud to support love and equality,” with a photo highlighting a wedding band on a man’s hand embracing another man. Blue Nile, No. 85, posted the message “Made for each other,” with a photo of three ring sets. One labeled “Her & Her,” a second labeled “Him & Her,” and a third labeled “Him & Him.” Gemvara.com, No. 487, posted the message “Hooray for ‪#‎MarriageEquality and the freedom to show your love in every color of the rainbow.”

The messages generated a varying number of likes and shares, with comments for and against the Supreme Court mandate and the e-retailers’ support of it. For example, replies on the Blue Nile post included: “You ARE kidding right? No more looking at this site,” and “No Blue Nile. Disappointed!!!.” Other consumers countered with comments such as “Good on you Blue Nile” and “This is reason enough to buy wedding rings here!”

Other retailers joined the rainbow push, especially with June being Lesbian, Gay, Bisexual and Transsexual Pride Month. Overstock.com, No. 31, is displaying a rainbow in its logo, and its e-commerce site features “Overstock says ‘I do’ to marriage equality” with a link to a video of the 2015 Utah Gay Pride Parade and the e-retailer’s float.

E-retailer Pura Vida, which sells handmade bracelets from Costa Rica, typically for $5 each, has four LGBT bracelet designs on its site. But it’s not doing anything differently to promote them in light of the Supreme Court’s ruling, says CEO Griffith Thall. He says 10 LGBT bracelets were sold over the weekend, “but there was no call to action” or special promotion of the rainbow styles. “With any type of ruling like that, there’s always a dividing line,” Thall says. “We just offer a full spectrum of charity bracelets.”

 

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