IRVING, Tex. – Proponents of biblical marriage are sharply criticizing the nation’s largest jewelry store chain for creating a video advertisement that prominently features two lesbians on their “wedding” day.
Zales is a popular jewelry company headquartered in Texas. According to a 2012 report from “National Jeweler,” Zales’s parent company Zale Corp is the largest jewelry retail chain in North America, grossing $1.7 billion in annual sales.
Last month, Zales released a 30-second video advertisement called “We Believe.”
“At Zales, we believe the world needs more love that lasts,” the video voiceover says. “Love that grows. Love that’s worth waiting for.”
The video opens with a group of relatives gathering for a family picture. The next scene shows a young couple with an infant. Then a wedding scene is shown, with two women exchanging rings and happily walking down the aisle.
Proponents of biblical marriage were quick to condemn the ad, saying the jewelry company is attempting “to normalize sin.”
“Zales Jewelers should be ashamed of attempting to normalize sin by featuring two women getting married in their latest commercial,” the group One Millions Moms said in a statement on Friday. “It shows two women in wedding gowns exchanging vows and wedding bands.”
Monica Cole, director of One Million Moms, expressed her concern over the new television spot.
“Not only is it normalizing sin of same-sex marriage, but its airing when children are likely watching during family viewing time, during mid-afternoon NFL ball games and during primetime,” she pointed out.
One Million Moms accused the jewelry company of pushing the homosexual agenda and urged readers to contact Zales and diplomatically voice their disapproval.
“Zales is using public airwaves to subject families to the decay of morals and values, and belittle the sanctity of marriage in an attempt to redefine marriage,” they wrote. “Even though homosexuality is unnatural, this advertisement is pushing the LGBTQ agenda.”
“[I]t is not a retailer’s job to introduce so called ‘social issues’ such as this to our children,” the statement from One Millions Moms continued. “That is a parent’s decision, not theirs. Zales is glorifying sin, and no sin should be placed in the spotlight and honored. This goes for homosexuality as well.”
Zales is not new to controversies surrounding homosexuality, however. Earlier this year, the company announced an exclusive jewelry collection called the “Love and Pride” collection that is designed to showcase Zales’ dedication to a “spirit of inclusion” for all types of relationships.
“Having conducted a test in April, we are very excited to be launching the Love and Pride collection as part of our continued efforts to help every guest celebrate life and express love,” a Zales spokesperson said in a statement. “This collection is truly original and also promotes our commitment to foster a spirit of inclusion for all guests.”
As previously reported, a number of other companies have chosen to promote same-sex relationships through similar advertisements and branding. In 2014, the cereal company Kellogg incorporated their Tony the Tiger icon into a print advertisement promoting “gay pride.” In 2015, the international hotel chain Marriott celebrated homosexuality with a “love travels” campaign. Then, earlier this year, the toothpaste manufacturer Colgate spotlighted two homosexual men in an advertisement promoting “gay pride.”