By Whitney Sielaff

Here's a company that's doing something about it, rather than complaining about it. For the past few holiday seasons, electronics have eaten our lunch. They've just been sexier, with more fun, interesting, engaging products on offer. In too many instances, we've been same-old, same-old.

We're posting a story on today (will go up a little later), however, about Northeastern Fine Jewelry. This four-store independent is turning electronics against itself. On Black Friday and the following day, Northeastern will give all shoppers who spend $1500 a free iPad.

How smart is that?! Let me tell you how smart: Now, anyone who was planning to shop for an iPad can wipe that hassle of their day's to do list. Another line not stood in. What's more, if someone had a marginal idea to shop for jewelry, or just wasn't sure and is also interested in getting an iPad, or just isn't sure, this could easily seal the deal.

If electronics are sexy, then bring that sexiness in-house. Great move.

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Since 1906, National Jeweler has been the must-read news source for smart jewelry professionals--jewelry retailers, designers, buyers, manufacturers, and suppliers. From market analysis to emerging jewelry trends, we cover the important industry topics vital to the everyday success of jewelry professionals worldwide. National Jeweler delivers the most urgent jewelry news necessary for running your day-to-day jewelry business here, and via our daily e-newsletter, website and other specialty publications, such as "The State of the Majors." National Jeweler is published by Jewelers of America, the leading nonprofit jewelry association in the United States.