Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
In NY, a good deed is among jeweler’s first acts
Call it mitzvah or call it karma; either way, one new retailer already has banked plenty of it after donating wedding bands to a local couple in dire need.
Yaphank, N.Y.--Alan Sawaya has been cutting diamonds and gemstones since 1998.
Along the way, he’s had so many people ask him for engagement rings that he made the bold decision to start his own jewelry store, opening Long Island Diamond Engagement in Yaphank, a town on New York’s Long Island, seven months ago.
Like any retailer must these days, Sawaya immediately erected a website for his business and soon after received a call from a local couple in need, Anita and Terrance.
Together for more than 20 years with three children but never officially wed, Anita and Terrance now have come to a crossroads: Anita, who is in her mid-40s, has breast cancer that has spread throughout her body and her time likely is limited.
The two want to get married by the end of the year but lack the funds to purchase even simple wedding bands; Anita’s conditions forced her out of work and, eventually, out of their home. The two now live at a homeless shelter on Long Island.
Sawaya said when he first got the call, he set about verifying the story before he did anything, talking with Anita and her family. Once he met Anita in person in the hospital, he knew he wanted to help.
“She’s a happy person, despite everything that’s going on,” he said. “Whenever you are around her, you feel happy. You expect to go into this sad situation and feel glum (but) you don’t get that from her. It’s a warm feeling when you speak to her, even though she’s sick.”
All the couple asked of the jeweler, who has a master cutter’s certificate from the American Institute of Diamond Cutting, was a set of wedding bands, which he was able to secure. For her, he obtained an infinity twist micro-pave diamond wedding band from Quality Gold and for him, a 14-karat 3 mm white gold band that he obtained at manufacturer’s cost from another one of his suppliers, Just Perfect.
Sawaya donated both bands to the couple, along with an extra treat. He is getting married next weekend and convinced the limousine company, Sir Oliver Limousine
It’s not much for a couple that has been through so much and, yet, asked of Sawaya so little.
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