Zales Becomes First Jewelry Chain To Stock LGBT Rings

Love and Pride will offer wedding, engagement, anniversary and commitment rings in dozens of Zales stores in North America.

It’s wedding season, and one national jewelry chain is cashing in on the same-sex wedding market by stocking a line of rings aimed at the LGBT community.

Zales has recently started carrying Love and Pride, a collection designed by jeweler Udi Behr, in dozens of stores—with more locations in the U.S. and Canada to come.

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“Now, the LGBTQ community knows that Zales stands with Love and Pride and with them,” says Behr. “The idea that malls and retail stores across America will have Love and Pride displays for wedding and engagement rings and other LGBTQ-friendly jewelry is a milestone.”

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“As we reach out to the LGBT community across the country, Zales has been an amazing ally, providing training and support to all their stores to provide the most inclusive and thoughtful experience for couples who are looking for beautiful jewelry that speaks to their hearts as they marry,” he added.

Engagement for St. Valentine
Love and Pride’s jewelry collections include engagement, commitment, wedding and anniversary rings. Behr has previously partnered with high-end retailers including Fred Segal and Saks 5th Avenue. The Zales collaboration is their largest to date, and comes one year after the Supreme Court ruling brining marriage equality to all 50 states.

According to a new report from Logo TV and TheKnot.com, gay couples are spending significantly more on engagement rings since Obergefell vs. Hodges—with male couple forking over an average of $5,719 (up from $2,250 in 2015) and female couples spending about $5,350 (up from $3,163 in 2015).

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