WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
IndependentsNov 05, 2013
For Black Friday, retailer finds his own Rhythm
One Pennsylvania jeweler will kick off his string of holiday marketing campaigns Thursday, and it will include delivery of diamond jewelry in what can best be described as a dancing telegram-type manner.
A screen shot from Watchmakers Diamonds&Jewelry's branded television advertisement for the "Rhythm of Love" diamond jewelry line
Johnstown, Pa.--Generally, Black Friday isn’t a big day for jewelers sales-wise. It is more a day, they say, for everybody to line up at big-box stores for deals on flat-screen TVs or to load up their shopping carts with iPads.
But one Pennsylvania retailer is determined not to get left out of the day-after-Thanksgiving shopping festivities, or any shopping that might take place in the month of November for that matter.
J. Dennis Petimezas, president of Watchmakers Diamonds & Jewelry in Johnstown, will start his holiday season push Thursday with a promotion he’s run in the past: buy a diamond, get a hunting rifle.
He said he’s certain to specifically note that it is a rifle for hunting to avoid any negative feedback, though he adds it’s a promotion his customers are sure to understand, given the hunting-heavy nature of the state. “People in our area understand that hunting is part of the culture,” Petimezas said.
The diamonds-and-rifles promotion will run until Nov. 16. Shortly thereafter, he’ll begin heavily marketing the “Rhythm of Love,” a new line of diamond jewelry that incorporates a patented system that allows the diamonds to vibrate inside their halo mountings.
The movement of the diamonds draws attention to their brilliance. There also is a strong emotional selling point to the Rhythm of Love line, as the diamonds move because of the wearer’s heartbeat.
As part of the marketing push for the Rhythm line, the jeweler said he has hired a student studying dance at the local college to personally deliver a dozen or so of the purchased Rhythm pieces in a sort of dancing telegram manner.
The student will don a tux and do an “aggressive freestyle”-type dance--Petimezas compared it to the performance of the main character at the end of Napoleon Dynamite--to a song fittingly called Rhythm of Love before presenting the recipient with her new piece of jewelry. “That’s the best way to create buzz about this,” he said.
Petimezas said he sees sales of the Rhythm line being on par with some of De Beers’ more successful beacon programs, such as the past-present-future rings or Journey diamond jewelry. “What else do we have to put our arms around and promote to the public?” he said. “This is so hot.”
Marketing of the Rhythm line will run until Nov. 23, about a week before the Black Friday rush begins,
Editors' Picks
Sponsored by
and Petimezas will move on to his next holiday marketing campaign, an escalating gift-with-purchase promotion.
In lieu of discounting his merchandise, the jeweler will offer the video game Call of Duty to customers who spend at least $199, while those who spend at least $799 get a Pebble smartwatch. Spending $1,999 or more nets customers a PS4 while the final tier, $2,495 and up, gets customers a four-day luxury cruise.
For those customers who aren’t interested in the hunting rifle or any of the gifts, Petimezas is offering them an incentive to shop on Cyber Monday, the Monday following the holiday weekend where people tend to do a lot of buying online. He is giving them a gift card to spend either online or in store that day.
“(For independent jewelers), it’s not just business as usual,” Petimezas said. “You can’t be sitting back and watching. You’ve got to get out there. If you make a couple of mistakes, that’s OK. But you’ve got to be in the game.”
Petimezas isn’t the only retailer looking to get a jump on holiday marketing in an increasingly competitive retail environment, where there are fewer dollars being spent by consumers and more places to spend them, including online, which is open 24/7.
J.C. Penney was running Christmas-themed layaway ads as early as September and Jewelry Television held a holiday shopping event last month.
In addition, more retailers are planning to open on Thanksgiving Day this year.
J.C. Penney, Macy’s, Target and Kohl’s have announced intentions to do turkey day business, as have Sears and Kmart, both of which are owned by Hoffman Estates, Ill.-based Sears Holdings. The company said Monday that its Kmart stores would open at 6 a.m. on Thanksgiving Day, before most people even have had a chance to put the turkey in the oven.
While pushing forward store opening times might be profitable for executives, it’s creating a backlash in the general public, particularly among those who are going to have to work on Thanksgiving.
While Petimezas likes to start marketing for the holidays early, he said a Thanksgiving opening is overly aggressive abuse of workers, and something he would never inflict on his staff, many of whom have been with him for 20 years or more.
“Never say never, but I just can’t imagine a scenario where we would do that. Being open on Thanksgiving Day, it seems like it would cheapen us and make us look greedy,” he said. “That’s just how I feel about it. I don’t know that it would [fit with] the image that we’ve worked so hard to establish.”
More on Independents
The Latest
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Weekly QuizJun 11, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
MajorsJun 09, 2026
Wilkerson's Russ Whitehouse RetiresThe industry veteran is bringing his 56-year run in the fine jewelry sector to an end.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
TechnologyJun 08, 2026
Overnight Mountings Launches Ring Builder PlatformThe platform allows retailers to guide clients through a customizable engagement ring buying experience in a branded interface.
IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
