Selling Gifts of Love For Gays and Lesbians

If you are in the business of selling gifts of love, you can't afford to be blinded about who loves whom in today's world "You want two rings that are the same?" the saleswoman said with a frown. "Why do you want two of them?" I think of her sales technique now as "subtracting," the opposite of adding-on. My partner and I bought the rings we wanted in spite of her. And we never went back to that store. Now, nearly a decade later, jewelry as gifts of love among gays and lesbians are purchased more openly from jewelers who may or may not be aware of the gay and lesbian market niche in their current client base. Two things are certain. If you are a heterosexual or "straight" business owner who has been successful in drawing repeat gay and lesbian customers, it's because you've communicated your respect for their dignity and worth as human beings. And you have the potential to create

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