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Calgary jewelry store changes sign after sexism complaints

Some women upset about "Sometimes it's okay to throw rocks at girls" message

The sign in front of Troy Shoppe Jewellers was changed to this “Lighten Up” message after complaints about its earlier “Sometimes it's okay to throw rocks at girls” message.

Robson Fletcher / Metro

The sign in front of Troy Shoppe Jewellers was changed to this “Lighten Up” message after complaints about its earlier “Sometimes it's okay to throw rocks at girls” message.

A Calgary business in Bridgeland has changed a tongue-in-cheek sign, dubbed by some to be sexist, after it left a mark with women in the community.

"Sometimes it's okay to throw rocks at girls" read the sign in front of Troy Shoppe Jewellers for a few of weeks before a "couple" complaints forced the store to change its so-called "light-hearted" advertisement.

"We have people that were walking to work downtown literally stop in and say how funny they thought it was," said owner David Blitt.

This was an earlier iteration of the sign outside Troy Shoppe Jewellers that elicited some complaints.

Contributed

This was an earlier iteration of the sign outside Troy Shoppe Jewellers that elicited some complaints.

He added it was several of his female employees who were behind the idea for the fun signs, which have featured a variety of cheeky slogans at different times.

"We're not going overboard and I don't think that was overboard," Blitt said.

But Sandra Wong of Feminism Calgary, a collective hub of feminists in the city, said what to many is a joke could be a very different story for others.

"For someone who is going through a crisis and maybe dealing with serious issues in their lives, seeing a sign like this can actually be very harmful and very hurtful," Wong said. “Even though it may have been a joke or a funny kind of anecdote, I think the core of the statement was still violence against women.”

Wong said with many other “progressive” businesses in the neighborhood – as well as social services for women – it's troubling to see one retailer with what she described as an attitude set in the past.

Blitt said he was aware of one women’s support organization in the area, but said their clients don't tend to walk by his store.

"Are we offending them by saying that? I don't know,” Blitt said. “Find me an area where it doesn't have a resource of some kind that could potentially be misconstrued.”

The sign has since been replaced with a new message: "Lighten up YYC. We love women. We aim to make you sparkle the way you deserve."

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