A jeweler's promotion becomes part of wedding day
It couldn't have worked out more perfectly: the coincidental
outcome of an in store contest earned one jeweler some local
press and, quite possibly, customers for life.
Carolyn Rewitzer, owner of the 11/2 year old Hope
Diamonds in New Ulm, MN, enjoyed such good sales in May 1999
that she wanted to show her appreciation to the 55 customers
who shopped at her store that month. She sent them her store's
trademark postcards, graced with nostalgic black and white
photographs of Rewitzer's two young children. The cards invited
recipients to visit the store June 25 to participate in a diamond
"The day of the contest was the wedding day of a couple
who had bought their wedding rings from me the previous month,"
says Rewitzer. When the bride to be, Anna Schuckert,
stopped in to pick up her ring with her fiancé, she lamented
she'd be unable to participate in the contest. "They were
so sweet, so jokingly mad at me because I'd scheduled the contest
on their special day," Rewitzer says. She encouraged Schuckert
to send members of her bridal party if she was too busy to stop
On the day of the drawing, Rewitzer filled a shot glass with
about 155 cubic zirconia stones and one diamond, all quarter carat.
Customers came in to pick their stones with tweezers, then let
Rewitzer check them with her diamond tester. About noon, two
members of Schuckert's bridal party arrived to choose a stone
for their friend. Schuckert's maid of honor picked the real diamond.
With bridal party and diamond tester in tow, Rewitzer took
the diamond to the salon where Schuckert was having her hair
styled. Pretending she hadn't yet learned the outcome, Rewitzer
tested the diamond in front of the bride to be. "She
was so flustered it didn't sink in right away," she
says. They called the local newspaper, which sent a reporter
and photographer to do a story that appeared the next day. For
the 4 p.m. wedding, Rewitzer lent a diamond necklace to the bride
to stand in for the unmounted diamond she won.
"I was so happy for them," Rewitzer says. "It
was fun the way it all turned out."
by Stacey King
||Carolyn Rewitzer of Hope Diamonds sent 55 postcards
featuring black and white photos of her children, inviting
customers to participate in a diamond drawing out of appreciation
for their patronage.
|Carolyn Rewitzer (left), owner of Hope Diamonds
in New Ulm, MN, presents Anna Schuckert with the diamond she
won in a contest. Schuckert's maid of honor picked the real diamond
from a glass of more than 155 cubic zirconia stones during the
contest, which was held on Schuckert's wedding day. The presentation
was made at the salon where Schuckert was prepping for her wedding.
Copyright © 1999 by Bond Communications.