Greenwich St. Jewelers Campaign Celebrates LGBTQ+ Couples

By Karen Dybis | June 05, 2025

To honor Pride Month and the 10th anniversary of marriage equality, New York City–based Greenwich St. Jewelers is highlighting LGBTQ+ couples in new promotions for wedding and commitment rings.

Greenwich St.’s advertising and social media campaign “Your Love Has the Perfect Ring” was shot by photographer Alain Simic. Its photos and story lines of two couples first appeared in the 10th edition of wedding magazine Love Inc., which came out May 20.

The phrase “the perfect ring” has a double meaning in the campaign, explains Greenwich St. co-owner Jennifer Gandia—it refers both to jewelry and to the singular bond a couple shares.

“We feel very strongly and very deeply that love is love,” Gandia says. “We want all couples to know that they’re welcome at our store. We also understand that it is not for us to define what their rings should look like.”

Greenwich St LGBTQ — *Greenwich St. Jewelers worked with fashion photographer Alain Simic to create the look and feel of its “Your Love Has the Perfect Ring” campaign.*

For the “Your Love Has the Perfect Ring” section of its website, Greenwich St. Jewelers selected diamonds in on-trend shapes like the marquis, Monolith rings by WWake, and new wedding bands from store favorite Chris Ploof.

Gandia wants to provide LGBTQ+ couples with a joy-filled ring search that ends with just the right jewelry piece for them. And she recognizes that some in the community, especially trans men and women, may feel cautious about sharing their love stories in light of current politics.

“Authenticity is something important to LGBTQ+ couples, and as a business we value and celebrate their unions,” Gandia says.

“We’re proud to curate a wide and diverse selection so that couples can find their rings that embody both their union and their personal style,” says Christina Gandia Gambale, who co-owns Greenwich St. with Gandia, her sister. Their parents opened the business in 1976.

Greenwich St campaign — *Bridal jewelry from Greenwich St. Jewelers ranges from traditional to new, highly varied, and personalized.*

“Greenwich St. Jewelers is a second-generation, woman-, queer-, and Latina-owned business. As sisters, we believe that jewelry is sacred. It comes from the earth and passes through human hands to create something that holds meaning and memories. Jewelry serves as a touchstone to the people and moments that shape our lives and identities,” says Gandia.

She adds that Greenwich St. Jewelers was proud to work with Love Inc. on an edition that commemorates the 10th anniversary of marriage equality—and features former NSYNC singer Lance Bass and his husband, Michael Turchin, on the cover.

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

“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,” Drye continued. “They’re more than just a jewelry brand—they’re a trusted ally and a reflection of the values we hold dear.”

Top: This image for Greenwich St. Jewelers’ “Your Love Has the Perfect Ring” campaign gets prominent placement on the store’s website. (Photos courtesy of Greenwich St. Jewelers)