For the first time in its 178 years of existence, Tiffany & Co. has featured a same-sex couple in a jewelry advertisement.
The ad, specifically showcasing engagement rings, displays a reportedly real (though still magazine-ready) New York gay couple, accompanied by the text, “And will you let today be the first sentence of one long story that never, ever ends?”
Obvious mortality constraints aside, it seems appropriate that the symbol of marriage has become expensive jewelry. Marriage and jewelry have a lot in common, after all.
They’re both valuable only because we ascribe them value, and even if you’re adamantly uninterested in either, there’s probably some culturally implanted value dating back to childhood causing you to view both favorably.
The clear advantage precious metals have over marriage, however, is that they never lose their sparkle. Just kidding. Or not.
OK, let’s hear the gooey PR angle from Tiffany’s, shall we?
“Nowadays, the road to marriage is no longer linear, and true love can happen more than once with love stories coming in a variety of forms,” Linda Buckley, Tiffany & Co. vice president of North American PR, said in a statement to ELLE.com. “The Tiffany engagement ring is the first sentence of the story that a couple will write together as they create a life that is deeply intimate and exceptional, which is the message we hope to convey through this campaign.”
Still, good on Tiffany’s. We hope to see many more sappy gay advertisements from them in the future.