Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ Couples

The wedding and commitment jewelry campaign celebrates LGBTQ+ couples through a visual narrative of two couples whose love stories have “the perfect ring.” (Image credit: Alain Simic)

New York—Greenwich St. Jewelers has launched a new wedding and commitment campaign celebrating LGBTQ+ couples.

The “Your Love Has the Perfect Ring” campaign represents the diversity of love in all its forms and the power of rings to symbolize commitment through a visual narrative of two couples.

Its title plays on the double entendre, “the perfect ring,” referring to the couples’ jewelry and singular bond.

“We believe in the power of an encompassing love,” said Jennifer Gandia, co-owner of Greenwich St. Jewelers, “one that is expansive enough for all.”

“Now, more than ever, it’s important to clearly state our values and, as a queer and Latina owned company, with this campaign we are demonstrating that Greenwich St. Jewelers is for you, no matter who you are.”

The launch of this campaign coincides with the 10-year anniversary of marriage equality.

The Supreme Court ruled that same-sex marriage is constitutionally protected by the 14th amendment in 2015, and former President Joe Biden signed the Respect for Marriage Act for same-sex and interracial marriages into federal law in 2022.

Sisters and co-owners Gandia and Christina Gable explained that, as the flight for LGBTQ+ rights continues, campaigns like Your Love Has the Perfect Ring are more important than ever.

It is a reminder of the strength of love and need for inclusivity and representation, especially in the jewelry one chooses to symbolize their love and commitment, they said.

Finding wedding and commitment rings is a deeply personal process that should also be full of joy, said the jeweler, who has offered jewelry in this category for more than 49 years.

“We’re proud to curate a wide and diverse selection so that couples can find rings that embody both their union and their personal style,” said Gable.

The campaign was shot by photographer Alain Simic, and the images appear on the Greenwich St. Jewelers website alongside a curated selection of wedding and commitment rings.

The offerings include new “G. St. Ceremony” diamond silhouettes featuring on-trend marquise-cut diamonds, “Monolith” rings by Wwake, and new bands from Chris Ploof, among other brands.

Your Love Has the Perfect Ring launched on May 20 and is featured in the 10th anniversary issue of Love Inc., a magazine and blog that defines itself as an “equality-minded” wedding publication.

The cover features NSYNC star Lance Bass and his husband Michael Turchin, who are also celebrating a decade of marriage.

“We absolutely love working with Greenwich St. Jewelers and deeply value our longtime partnership. Their unwavering support of Love Inc. and the LGBTQ+ community has meant so much over the years,” said Brittny Drye, founder and editor-in-chief of Love Inc.

“As a brand, they consistently lead with authenticity, inclusivity, and heart—championing love in all its forms and creating a welcoming and affirming experience for every couple. They’re more than just a jewelry brand—they’re a trusted ally and a reflection of the values we hold dear at Love Inc.”

The special issue is available at more than 40 retailers, including Barnes & Noble, Books-A-Million, Walmart, Target, Publix, and CVS.

The full campaign and the love stories behind the rings are available on the Greenwich St. Jewelers website.