Shane Co. launches Gay Pride Month celebration with progressive June campaign & unique collection of jewelry
LGBT-specific advertising, social campaign, in-store display and look book are included in industry-leading promotion
DENVER, COLORADO – [June 1, 2016] – Shane Co., the largest family-owned jeweler in the United States, today announced that June, a month traditionally known for weddings, graduations and Father's Day, will now include a celebration of gay pride at their stores from California to Georgia. The company's website, ShaneCo.com, will also feature landing pages with engagement rings and wedding bands for same-sex couples and on-trend fashion jewelry items for men and women.
Love Fiercely/Live Fiercely, the name of the LGBT campaign that showcases over 150 pieces priced from $40 to over $20,000, targets individuals and couples who desire to express themselves with fashion-forward jewelry. Stainless steel chains, sterling silver bracelets, channel-set sapphire rings and diamond stud earrings offer the wearer attitude with an edge. 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.
The digital campaign will be promoted nationally on LGBT.com, Out.com, Advocate.com and Pride.com.
A stunning look book with 24 pages of progressive and traditional jewelry items will be mailed to the LGBT communities in Minneapolis/St. Paul, Minnesota and Denver, Colorado. Lavender Magazine, Minnesota's venerable gay publication, will run Shane Co. ads in the print edition and on Lavender.com in June as well.
The jeweler is also supporting this campaign with posts on all Shane Co. social media platforms throughout the month, as well as social ads and 15-second campaign videos. Custom Pride jewelry displays will be part of the in-store case presentations at the majority of stores across the country.