Bridal: The Case for a Celebrations Category and Lisa Jenks’ Commitment Collection

What’s in a Name?In a fall 2014 webinar, Bernadette Smith urged jewelers to exchange the term bridal jewelry for something more gay-friendly.“If a man walks into your store, he could be looking for an engagement ring for his girlfriend, but it could be for his boyfriend,” explained the author of The Business of Gay Weddings: A Guide for Wedding Professionals and founder of the Gay Wedding Institute.“Bridal is not a consumer-friendly term,” says Severine Ferrari, editor and publisher of ­ learned this the hard way two years ago when readers complained that her publication was too gender-specific—a move that led to changes in content. “We are using broader terms like boyfriend and/or girlfriend,” she says. “It’s not only about sexual preference.… Couples are moving in together and spending a longer time dating before getting engaged and m

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