Zales has come under attack by right-wingnuts after airing an ad, “A Diamond Kind of Love,” that includes images of a lesbian couple getting married. (You can watch it below.)

The mis-named “One Million Moms” group, an off-shoot of the American Family Association, is calling for a boycott of the jewelry store chain because Zales is “attempting to normalize sin by featuring two women getting married in their latest commercial.” After a description of Zales’ new “Love and Pride” wedding band collection that emphasizes all the reasons LGBT people would want to support the company, the 1MM call to action chastises Zales for “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 call homosexuality “unnatural” and say the ad is “pushing the LGBTQ agenda”

The 1MM call to action continues, “An even greater concern is that the commercial is airing when children are likely watching television. To make matters worse, this ad has aired during family viewing time such as football games and primetime shows. Zales crossed a line that should have never been crossed. Even if 1MM didn’t disagree morally with the decision to air this ad, it is not a retailer’s job to introduce so called ‘social issues’ such as this to our children. 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.”

1MM urges its minions to contact Zales through the company’s website to urge them to stop airing the ad, and also urges followers to go into Zales stores while they are out shopping to let the store managers know how they feel about the ad and “urging them to remain neutral in the culture wars.”

So, I’m urging all of you out there who support equality and justice to contact Zales through the website or give them a call at 800-311-5393 and let them know how much you appreciate the company for being inclusive and non-bigoted and for supporting love in all its forms. And be sure to stop by the Zales store while you’re out shopping and tell them how much you appreciate them. While you’re there, if you can, buy something for good measure. Because that’s not just talking the talk of support, it’s walking the walk.

Don’t let fear and hatred and bigotry win the day. Show Zales a little “Diamond Kind of Love” of your own.