Local jeweler BVW Jewelers‘ new commercial has been receiving attention and drawing some criticism.
Depicting a same-sex marriage proposal, the ad has more than 60,000 views online and made news this week in a national jewelry publication.
BVW is locally owned, supports local non-profits — it gives hundreds each month to the Food Bank of Northern Nevada — and believes in “celebrating the Biggest Little City, a city that accepts everyone for who they are with love,” according to its Facebook page.
Owner Britten Van Wolf said that he’s proud to support LGBT causes and said that his company believes in equal rights for all. They participated in the Nevada Museum of Art’s Art of Love wedding show celebration this summer.
Wolf is not shy about speaking his mind and said that their new commercial has mostly positive comments — 10 to one positive to negative, he said.
Local Sara Sue commented on Facebook, “Beautiful! Love it! As a hairstylist, I can’t help but love both of their hair!”
One negative comment, by Wes Kearns of Austinville, Virginia, is: “Someone will answer to God for this ad.”
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Wolf said that the ad is running on local TV and in theaters, but only before PG-13 movies. Television stations have received complaints, he said, but vowed to continue running the ad.
Wolf co-runs the business with his wife, Michelle, and they offer both customized jewelry and unique brands. Wolf said he is honest with customers while embracing change and new technology, such as targeted Facebook advertising.
“We’re always trying to figure out how to always be new and refreshing,” he said. Wolf said that diamonds used in their products, as an example, are “100-percent eco-friendly, lab grown diamonds.”
“We’re a custom gallery of whatever you can imagine,” echoed Michelle.
They will be auctioning in the near future a $4,500 necklace with all proceeds going to the Food Bank’s Backpack for Kids program, which helps feed children in need.
The jeweler was ranked fourth nationally as one of America’s coolest jewelry stores. It also sells the work of local artists with a percentage of proceeds going to the Food Bank.
In regards to the controversy surrounding their commercial, Wolf said, “This is what we believe in.”