Is an LGBT smoke shop website a good idea?

So I work at a smoke shop that sells everything glass. Pipes, water pipes (bongs) bubblers, hookahs, hookah tobacco, and a lot of other accessories. My boss is kind of out there, and always has crazy ideas. He is a big supporter of the LGBT community, and advertises in the LGBT weekly magazine. But now he wants me to open a gay smoke shop website, or an LTBG online store. I myself am gay and i’m not really sure how i feel about it, except that it’s kind of weird. Why can’t it just be a regular online store, rather than labeling it “gay”. What is it that makes a smoke shop gay?
Anyway, thats what he wants. Is this a good idea? is it stupid, is it demeaning to gay people? Could you see it being successful?