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Ventura, Calif.--Fox Fine Jewelry here is holding a more unconventional promotion this week, offering 200 $80 sterling silver pearl necklaces for $20--or nothing, to help make Valentine’s Day special for their customers.

“The necklaces are available for just $20 because many people want a beautiful necklace and prefer to contribute something, as long as it’s extremely affordable,” Debbie Fox, who co-owns Fox Fine Jewelry with her husband, George, said. “For those in need, the necklaces are free.”

Fox Fine Jewelry co-owner Debbie Fox wears one of the pearl necklaces her store is offering for $20, or for free, for those in need this Valentine’s Day.

The 200 necklaces are available with white, pink or silver pearls and can be purchased at the store through Valentine’s Day. No proof or documents are required to receive a free or reduced-price necklace, but Fox said she’s found more people are willing to pay something than nothing at all.

“There’s a pride factor in it,” she said, adding that 90 percent of the necklaces that have left the store were paid for in different amounts, and 10 percent were given away for nothing.
 
Fox Fine Jewelry began its tradition of giving on Valentine’s Day in 2009, when its “Hearts of Hope” promotion gave 400 necklaces to the unemployed and people with foreclosed homes.

“In October 2008, when the economy tanked, people starting coming in to sell their big and heirloom pieces of jewelry, and on two occasions we had people cry,” she said. “Your heart goes out to them, and you realize how lucky you are.”

Their actions led a group of 150 jewelry stores across the United States and Canada to pledge to also give 100 necklaces to the unemployed. The Fox’s have continued their giving tradition ever since, partnering with other jewelers and offering giveaways to military personnel and now, those in need.

“It’s good for the community, and it’s good for business,” Fox said. “I get very personally rewarded from it, and it sprung from having compassion for people. And in the end, we’ve benefitted. People really respect it--they trust us.”

The jeweler said her business has grown as a result of her promotions.

“It wasn’t my original motivation,” Fox said. “You have to remember that you are building good will in the community. Most people will think it’s cool, and maybe won’t take advantage, but will support you in the future. That’s a really important part of this.”

For more information about Fox Fine Jewelry, visit its website here.