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Retailer’s promotion gives brides something borrowed
Brides-to-be who purchase a Tacori engagement ring at one Florida jeweler’s trunk show this month will have the option to borrow up to $100,000 in jewelry for their wedding day, a promotion the store is calling “Something Borrowed.”
Lighthouse Point, Fla.--Brides-to-be who purchase a Tacori engagement ring at one Florida jeweler’s trunk show this month will have the option to borrow up to $100,000 in jewelry for their wedding day, a promotion the store is calling “Something Borrowed.”
During J.R. Dunn Jewelers’ two-day Fall Tacori Trunk Show, which is scheduled for Oct. 18 and 19, brides who buy an engagement ring will be able to borrow up to $100,000 in diamond jewelry for a 48-hour period on their wedding day.
All the loaned pieces will be from J.R. Dunn, which carries brands including Forevermark, Chopard, Ivanka Trump, Judith Ripka, Mikimoto, Roberto Coin and Stephen Webster, among many others.
Brides who take advantage of the promotion, which is being insured by the company’s provider, Wexler Insurance, also will receive an American Express gift card (up to $1,000) with engagement ring purchases of $5,000 and up.
“We wanted to come up with something that added value to purchasing an engagement ring with us,” J.R. Dunn Jewelers Vice President Sean Dunn told National Jeweler. “So many people are doing the same thing out there these days, (the) ‘who can sell a branded item cheaper.’ We don’t want that to be our main focus.”
Dunn said the promotion allows the company to deepen its relationship with clients who purchase a Tacori engagement ring from them.
“It is certainly one of the biggest days in people’s lives that they share with all their friends and family,” he said. “We are betting the jewelry will get noticed and hopefully, a natural conversation about their jeweler, J.R. Dunn, takes place. Nothing beats the word-of-mouth advertising.”
Dunn added he is hoping brides spread the word on social media as well.
The Something Borrowed promotion is a nod to the wedding tradition of the bride wearing “something old, something new, something borrowed and something blue” as tokens of good luck on her wedding day.
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