CollectionsJun 29, 2026
Briony Raymond’s New Collection Is a ‘Carousel’ of Hard StonesThe new jewelry collection uses a colorful palette of onyx, malachite, tiger’s eye, mother-of-pearl, lapis, turquoise, and coral.
IndependentsDec 18, 2013
PA retailer dreaming of a white New Year’s Eve
“Let it Snow” has morphed from a classic holiday tune into a Dec. 31 mantra for one Pennsylvania retailer. Here’s why.
Retailer Dennis Petimezas, owner of Watchmakers Diamonds&Jewelry, is running this advertisement for his if-it-snows-your-purchase-is-free holiday promotion.
Johnstown, Pa.--“Let it Snow” has become more than a classic holiday tune to one Pennsylvania jeweler; it’s turned into a mantra for New Year’s Eve specifically.
In an effort to do as much holiday business as possible, Dennis Petimezas, owner of Watchmakers Diamonds & Jewelry in Johnstown, is offering full refunds on purchases of $199 and up made from Black Friday to Christmas Eve if it snows six inches or more on Dec. 31 between 6 p.m. and midnight.
While it might seem like the most unlikely time of the year for retailers to want to give customers their money back, this jeweler has it covered, in more ways than one.
For most weather-related promotions, retailers hedge their bets that the rain or snow won’t happen.
Petimezas went the other way: he gambled that it would snow six inches on New Year’s Eve while the insurer for the promotion, Lloyd’s of London, bet that half a foot of the white stuff won’t fall.
While an inch of snow an hour on New Year’s Eve might sound like a lot, it very well could happen, considering the snowy December Pennsylvania has experienced so far. As Petimezas points out, it has snowed six inches or more three times there in the last 10 days.
Regardless of the outcome, which he recognizes lies solely in the hands of Mother Nature, the promotion has been garnering the jeweler a lot of pre-Christmas attention in Johnstown and likely also will result in some post-holiday buzz as well.
Local politicians have told the jeweler, tongue-in-cheek, that if the store “loses” its bet, it will receive keys to the city and a plaque commending its “economic stimulus” to the city of Johnstown.
Petimezas also said people have called him “goofy” in the grocery store for making such a financially dangerous proposition. In addition, he had to make an opt-out form for one customer, and gave them a special credit on their purchase, because their religion does not allow gambling.
“This is a perfect promotion to have something fresh and fun to offer, a value-added offer that makes sense and appeals to the ‘rewards’ part of the brain … setting us apart from our competitors and (giving consumers) one more reason to shop us,” he said.
Attempting to drum up business by betting purchases against weather or sporting events is nothing new for retailers.
Ahead of last year’s Super Bowl, Baltimore-area retailer Saxon’s Diamond Center offered refunds to customers if its hometown team, the Ravens, a club known for having a stout defense, shut out the San Francisco 49ers in the big game. The Ravens won but it wasn’t a shutout, meaning Saxon’s didn’t have to pay.
In November, Jewelers of America announced that it was offering a 10 percent discount on promotional insurance to its members with the Weather Insurance Agency.
More on Independents
The Latest
GradingJun 29, 2026
National Rarities Announces New Gemology ManagerSean Milliner has joined the company.
GradingJun 29, 2026
GIA to Open New London CampusClasses will begin in August at GIA’s new Canary Wharf location.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
Weekly QuizJun 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
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.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
EditorsJun 22, 2026
15 Pieces of Jewelry That Brought Us Joy in Vegas Whether they evoked nostalgia, wonder, or laughter, these jewels put a smile on our faces.
Events & AwardsJun 22, 2026
Plans Announced for New Trade Show in BaselScheduled for April 2027, Basilia will be the first watch and jewelry trade show held in Basel since the collapse of Baselworld in 2020.
Events & AwardsJun 22, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
WatchesJun 22, 2026
Snoopy Inspires New ‘Flying Ace’ Ball WatchThe beloved beagle dons his aviator outfit for the new Engineer Master II Snoopy Flying Ace timepiece.
