By Michelle Graff
‘Tis the season for, among many other things, being altruistic.

Over the weekend, Borsheims in Omaha, Neb. held its annual Weekend of Giving, this year benefitting Heartland Family Service.

During the Weekend of Giving, customers pay $10 to pick one of Borsheims’ gift boxes, which are nestled in a Christmas tree in the store. Each box contains a surprise and Borsheims chooses a child-focused charity to which it donates the $10. In addition, Borsheims’ gives a percentage of its total sales from the Weekend of Giving to charity.

Borsheims said its customers purchased a record number of boxes this year. The retailer also is selling a $25 heart pendant from now through the end of the year, with $5 from each sale going to Heartland Family Service.

Click through this slideshow to see photos from Borsheims Weekend of Giving, as well as images of Roberto Coin and Oprah and the opening of a special diamond facility in India.

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