The Legalization Of Gay Marriage In The United States Is A Great Joy For Jewelers.

Although jewellery brands keep up with the needs of gay couples in style, the consumption experience in physical shops is sometimes frustrating.

Some shopping guides may think that the same sex who is shopping together is just a good friend, or they want to give advice to their brothers.

This allows consumers to move to the line, relieving the burden of explanation, and unscrupulous in choosing the right ring.

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"Shane" is a family jewelry brand founded in 1929 in Ohio, USA.

This also explains that online jewelry retailer Blue Nile is favored by investors after the passage of the bill, and shares rose 1% in half a day.

Tiffany and Signet Jewelers, who also benefit, have not yet launched more strategies and products for the homosexual market. But investors' real gold and silver are likely to prompt them to think seriously about this problem.

The United States high court has ruled that same-sex marriage is legal, not only to make homosexual supporters happy, but also to be in a good mood by jewellers - which means they will be able to sell more wedding rings.

This prediction is based on precedent.

It was not overnight that the United States wore colorful stripes. In 1990s, Hawaii decided for the first time that same-sex marriage was legal.

"The same sex marriage business has increased by 10% immediately after the adoption of the (homosexual marriage) Bill in Hawaii," said Michael Han, President of The Wedding Ring Shop, a wedding ring retailer in Honolulu, in an interview with diamond special issue Rapaport Magazine.

According to the US Census Bureau,

Two years ago, there were more than 250 thousand couples of same-sex couples; the data from the Pugh research center of the independent research institute in 2013 showed that 70 thousand of American comrades were legally married in the past 10 years.

The Supreme Court of the United States announced in June 26th that homosexual marriage was legal in all States of the United States, and this figure could increase exponentially.

"Many jewelers are worried that once they encourage same-sex marriage, the market will give a different look."

There is no shortage of icebreakers in a wait-and-see, Michael Han said. "Tiffany & Co. launched the same sex wedding ring advertisement. Great!" at the beginning of this year, Tiffany, the 178 year old American jewelry brand, launched the engagement ring for same-sex couples for the first time.

Messi, Macy's, is also involved in various ways, such as the "Out Magazine" published in the gay magazine and sponsoring the pride month June every year.

As far as Tiffany, Messi stores and jewelry designers are coming to this immature but fast-growing market.

However, targeting the gay market is not a new strategy. The Australian wedding ring maker Peter W Beck has specifically launched advertisements for the same sex community as early as September 2013.

You may doubt that gay couples may be niche markets. Why are jewelry brands so motivated? In fact, many data show that same-sex couples are more willing to invest in wedding rings than heterosexual couples.

Jeffrey Bennett, vice president, recalled that before gay marriage was passed, gay couples usually went shopping in two stores to buy a simple golden ring.

In the past 10 years, he has occasionally met a suitor in Manhattan flagship store who wishes to give the other half a surprise.

He said: "some men will also be looking for a ring with a large carat diamond, which is more masculine."

Of course, this has nothing to do with the income of comrades.

A survey by Prudential Financial, Baode, shows that the median income of gay families is 25% higher than that of American heterosexual families.