MajorsApr 29, 2026
The Thought Process Behind the Mother's Day Email Opt-OutSome retailers are taking a nuanced approach to marketing what can be a difficult holiday for many.
IndependentsMar 29, 2016
About Retail: J.R. Dunn’s Humane approach
The Florida jeweler is giving its local Humane Society a boost by a sponsoring pet adoptions and sharing a photo of one animal in need of a good home on its Facebook page every week.
Lighthouse Point, Fla.--Call it puppy love meets an extremely clever marketing idea.
Cleverly called “Diamond in the Ruff,” store Vice President and owner Sean Dunn said the idea grew out of a conversation he had about a month ago with his operations manager, Tyrone Jennings, about innovative ideas for cause marketing.
Plenty of stores have events where a certain percentage of the proceeds go to a certain charity, but, as Dunn observed, “Sometimes that’s not met with great enthusiasm because (people) look at it and (say), you’re still profiting.”
With Diamond in the Ruff, people understand exactly where the money is going.
Dunn Jewelers will pay for the adoption of 52 animals--most likely dogs and cats, with perhaps the occasional ferret or rabbit in the mix--from the Broward County Humane Society. Adoption fees there range from less than $100 to about $200 per animal.
It supports a charitable cause almost anyone can get behind, animal welfare, while at the same time softening the image of what a fine jewelry store is in the public’s eye.
“It breaks down (the idea) that jewelry stores are stuffy. It’s fun,” Dunn said.
“It’s tough trying to be innovative and different. There’s so many great ideas out there. It’s hard to break through the clutter.”
The 52 adoptable animals will be featured on the J.R. Dunn Facebook page once a week for the next year.
Dunn said the Humane Society employees will select the animal that will be featured each week, picking ones for which it is more difficult to find homes.
Puppies and kittens get snatched up quickly while older animals sometimes are more difficult to place. Case in point, Dunn Jewelers’ first featured creature is a 5-year-old male American Staffordshire terrier named Duke.
Dunn said they posted his photo on their Facebook page Monday and plan to experiment with targeted Facebook posts, where they can
Editors' Picks
Sponsored by
select which of their Facebook fans see the posts based on the pages they like and their interests.
In addition, Dunn Jewelers is paying out of pocket to run radio advertisements promoting Diamond in the Ruff and, in turn, the Humane Society.
James Robert (J.R.) Dunn, Sean’s father, the store’s founder and a lifelong dog lover, stars in these spots.
“My mother and I used to raise boxers in Boston,” he says in one version of the commercial. “Bootsie was my favorite. We named him that because of his white paws. Gosh I loved that dog … He was my best friend.”
While the retailer is just getting started with the Ruff idea, Dunn already is thinking ahead about other ways in which they may be able to leverage the program to bring more attention to both the store and the Humane Society’s mission.
One idea he has is to do an in-store event with animals that are up for adoption.
He said the Humane Society brought by two puppies and a kitten last week after the partnership for Diamond in the Ruff was finalized.
His employees loved it, and, he doesn’t doubt, so would customers.
More on Independents
The Latest
SourcingApr 29, 2026
De Beers’ Production Rises, Market Remains ‘Challenged’De Beers’ diamond production was up 17 percent in Q1, boosted by increased output at its mines in South Africa and Canada.
AuctionsApr 29, 2026
This'll Be the Day You Own John Wayne's RingA signet ring belonging to the Western film star of Hollywood’s Golden Age will be up for auction at Elmwood’s next month.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
Policies & IssuesApr 28, 2026
Tariff Refunds: How to File, What to Expect Importers can submit claims now to receive money back for the IEEPA tariffs they’ve paid, with refunds expected to take up to 90 days.
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingApr 28, 2026
Doug Hucker Retires From ICAThe colored gemstone industry leader is heading into retirement after four years as the association’s CEO.
SourcingApr 28, 2026
NDC Hires Tapestry Exec to Head Global Marketing Susie Dewey joins the Natural Diamond Council as its new chief marketing officer.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsApr 27, 2026
12 Years Later, the ‘Ocean Dream’ Diamond Resurfaces at Christie’sThe largest known fancy vivid blue-green diamond could fetch more than $12 million at its second auction appearance.
ColumnistsApr 27, 2026
Stop Treating Mother’s Day Like an AfterthoughtEmmanuel Raheb says jewelers need to start marketing early and make it easy for customers to pick a gift for mom.
IndependentsApr 27, 2026
Longnecker Jewelry Celebrates 30 YearsIn honor of the milestone, the Nebraska jeweler has debuted Leslie & Co., its new in-house jewelry brand.
MajorsApr 27, 2026
JBT Re-Elects Jeff Corey as Board ChairThe trade organization, which held its annual elections earlier this year, also added five new board members.
SurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF SaysNRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.
TechnologyApr 24, 2026
TwentyFour’s Digital-Age Locket Is a Virtual VaultThe “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
AuctionsApr 22, 2026
Roberta Flack’s Jewelry Is Going Up for AuctionJulien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.
CollectionsApr 22, 2026
British Museum Curator Pens Book on ‘The Tudor Heart’Rachel King’s book dives into the history of the pendant believed to have belonged to Henry VIII and his first wife, Katherine of Aragon.
Events & AwardsApr 22, 2026
Here’s What Sy Kessler Has on Tap for Las Vegas The company will have deals on precious metals testers as well as the latest in lab-grown diamond detection technology and security.
WatchesApr 21, 2026
Coco Chanel Enters the Game with New Watch CollectionGabrielle “Coco” Chanel is a character in the “Coco Game” collection of watches and the queen in its first haute horlogerie chessboard.
IndependentsApr 21, 2026
Meet Jewelers of America’s 2026 ‘20 Under 40’ ClassThe annual list honors rising professionals on the retail and supply sides of the jewelry industry.
