California’s same sex marriages began yesterday and its already proving to be a good thing. Not only are couples legally wed, but for California businesses are also benefiting. In todays WWD, it is projected that through same sex marriages, $683.6 million could be generated in revenue, from the wedding ceremonies, marriage licenses and other expenses.

Nicole Miller saw bridal sales more than quadruple last week in the Los Angeles boutique, WWD is reporting. Jewelry stores aimed at same sex couples have also experienced a large increase in sales.