Jewellery (jewelry)

By Joanna Ramey It’s gay times for California retailers ? in both the old and new sense of the word.

Fashion stores and designers are celebrating the landmark California Supreme Court ruling legalizing same-sex marriages. The nuptials kicked into high gear across the state on Tuesday when county clerks began issuing marriage licenses. And, in what may be a setback for the antigay marriage wing, from wedding rings to suits and dresses to honeymoons, it turns out gay marriage is good for business ? especially as gas and food prices rise and credit remains tight.

In the next three years, same-sex nuptials could generate as much as $683.6 million in revenue from weddings, hotels, marriage license fees, taxes and other tourism-related activities, according to a study by the Williams Institute on Sexual Orientation Law and Public Policy at the UCLA School of Law.

Nicole Miller saw bridal sales more than quadruple last week in her Los Angeles boutique. “Both brides are going in to buy wedding dresses,” said Bud Konheim, the company’s chief executive officer.

At Manika Jewelry on Maiden Lane in San Francisco, same-sex couples are shopping for artisan, one-of-a-kind wedding rings. “The increase in business is definitely noticeable,” said owner Peter Walsh.

Recent sales include a pair of textured reclaimed gold Sarah Graham bands ? $945 and $1,040 ? and matching $300 wide silver rings by David Heston.

There is also marketing with a celebratory tone. For example, Macy’s Inc. has run a full-page newspaper ad in metropolitan markets promoting its bridal registry and carrying this message: “First comes love. Then comes marriage. And now it’s a milestone every couple in California can celebrate.”

A window display at the San Francisco-based designer Wilkes Bashford’s namesake specialty boutique downtown shows a female couple, one in a $1,895 sleeveless Catherine Regehr knee-length, cream-colored dress, and the other in a $3,655 Roberto Cavalli black skirt suit. The second window depicts two men, one wearing a $6,000 black Brioni tuxedo, the other in a $4,000 Belvest brown and black brocade tuxedo.

The windows carry signage that says “Celebrate Diversity” and include female and male couples in wedding attire atop cakes. “It’s been tuxedos for the men and tailored dresses or suits for women,” Bashford said. “We’ve had several couples call in and ask for appointments. These are new customers.”
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