An Open Letter to the Jewellery Industry: Embrace Breaking Gender Norms, Stand as LGBTQIA+ Allies, and Extend Representation Year-Round

Dear Jewellery Industry,


I write to you today, fuelled by a passionate call to action. As a voice within the industry, I invite you to join me in embracing the breaking of gender norms and becoming steadfast allies to the LGBTQIA+ community. Let's create a future where jewellery reflects the beauty of individuality, empowers personal expression, and fosters a sense of belonging for all.


In the wake of our recent Jessica Flinn and Flinn And Steel joint photoshoot, I am filled with inspiration and hope. It served as a powerful testament to the importance of authenticity and inclusivity. Originally intended to celebrate the launch of our new collection and highlight our bestselling lines, it quickly evolved into something much more meaningful. It became a vibrant and heartfelt celebration of the LGBTQIA+ community, intersectional identities, and the diverse tapestry of human experiences.


During this special photoshoot, our models were wonderfully diverse, representing various dimensions of identity. They were black, tattooed, trans, and adorned with natural afro-style hair. Not only did they belong to the LGBTQIA+ community, but they also embodied the richness of individuality that exists within our society. We strongly believe that the imagery we created should become the norm rather than the exception in our industry.


Now let's talk about representation. It's essential that we embrace representation all year round, not just during specific moments or events. Pride celebrations are powerful, but our commitment to inclusivity extends beyond those times. I want to assure you that I am dedicated to rolling out imagery and campaigns throughout the year that embrace diversity, challenge gender norms, and wholeheartedly support the LGBTQIA+ community. I encourage you to join me on this journey.


To foster inclusivity, it is important to consider the language we use. Let's explore some tangible ideas to promote non-gendered language in our industry. For instance, instead of solely using terms like "bride" and "groom," we can incorporate inclusive language like "nearlywed" to encompass all individuals regardless of their gender identity. By adopting such language, we create an environment where everyone feels seen, acknowledged, and respected.


Moreover, let's be mindful of using gender-neutral pronouns whenever possible. This simple change can have a profound impact on inclusivity and demonstrate our commitment to embracing all identities. Educating ourselves and our teams about the importance of using correct pronouns and respecting individuals' gender identities is an essential step towards creating an inclusive space within our industry.


Additionally, let's ensure that our marketing materials, websites, and social media platforms reflect the diversity of our customer base. By featuring a range of individuals from different backgrounds, gender identities, and expressions, we send a powerful message that our industry is welcoming and inclusive to all.


I also invite other brands and professionals within the jewellery industry to join me in this collective effort. Let's be true allies—advocating for LGBTQIA+ rights, providing safe spaces for expression, and actively promoting inclusivity in our designs, marketing strategies, and representation. Together, we can challenge norms, empower individuals, and create a lasting impact.


Jewellery industry, I call on you with enthusiasm. Let's unite in breaking gender norms, celebrating individuality, and becoming unwavering allies for the LGBTQIA+ community. Together, we can create a future where jewellery is a symbol of empowerment, acceptance, and self-expression for all. Let's pave the way for a more inclusive industry where every individual finds joy, authenticity, and a profound sense of belonging— not just during Pride but every day of the year.


Kind Regards, 


Jessica Flinn-Allen

CEO - Jessica Flinn Fine Jewellery & Flinn And Steel