Showing up: On visibility, queer joy and collective resistance

Too often, queerness is framed only through pain. But our lives contain so much more than that. There’s beauty here. There’s humor. There’s deep connection, reinvention and strength. Queer joy — especially when celebrated openly — becomes its own kind of resistance. And it’s that joy that fuels what we do.”

As Pride Month winds down, we’re reminded that for queer-owned businesses like ours, the work — and the need for visibility — doesn’t end July 1.

At Suncliffe, we’re proud to be a queer-owned and operated distilled spirits business based in Arizona. Our spirits are rooted in the wild botanicals of the Southwest — but just as much, they’re rooted in identity, community and care. We aim to tell a story not only of place, but of people: of the kind of beauty and resilience queer folks have always created, even when the world wasn’t always ready to receive it.

That spirit of joy and defiance feels especially urgent right now. Long-fought DEI gains are being rolled back. Pride campaigns that once highlighted queer talent are growing quieter. Brands that celebrated queerness last year now sit on the sidelines, fearful of backlash. When that silence creeps in, it sends a clear message: our stories, our lives and our work are only welcome when they’re convenient. But visibility still matters. And choosing to be vocal — even when it’s easier not to be — still makes a difference.

As queer business owners, there’s real vulnerability in showing up authentically. We work in an industry that hasn’t always made space for us. But we’ve learned there’s strength in being seen — and in standing behind the things you believe in.

That’s why we chose to be loud this year. We launched a Pride Month give-back campaign benefiting one•n•ten, a Phoenix nonprofit that supports LGBTQ+ youth across Arizona. We partnered with bars, restaurants and retailers to celebrate queer creativity and drive donations. It wasn’t a corporate activation. It was a community one. People showed up — for each other, and for the next generation. It isn’t just about marketing; it’s about making sure queer youth grow up knowing they belong. That their identities aren’t liabilities. That they deserve to see themselves reflected — not just in media, but in leadership, ownership and craft.

Too often, queerness is framed only through pain. But our lives contain so much more than that. There’s beauty here. There’s humor. There’s deep connection, reinvention and strength. Queer joy — especially when celebrated openly — becomes its own kind of resistance. And it’s that joy that fuels what we do.

We’re not looking to be included only when it’s easy. We want to be included when it matters. If you’re a business owner, an ally, a neighbor — we hope you’ll keep showing up. Keep telling queer stories. Keep supporting queer-led companies, spaces and communities. It’s not performative to be visible. It’s powerful. And right now, it’s necessary.

Editor’s note: Thomas Giddings is co-founder of Suncliffe, an Arizona-based queer-owned distilled spirits business. He splits his time between Phoenix and Tucson. Please send your comments to AzOpinions@iniusa.org. We are committed to publishing a wide variety of reader opinions, as long as they meet our Civility Guidelines.