Gardendale, Ala.--Jeff Dennis Jewelers is betting on football--the big game in particular--to give business a boost. 

Following the AFC and NFC Championship games this past weekend, the Alabama retailer launched a refund promotion that lasts until the day before Super Bowl XLVIII. 

Any purchase made at the retailer’s store in Gardendale, Ala., between now and Feb. 1 will be refunded if either team scores a safety during the game. There has been a safety in both of the last two Super Bowl games, in 2013 and 2012, though, in general, safeties are not that common in football. 

The promotion does not include repairs and watch batteries but does include purchases of new jewelry and gift cards, and all amounts paid as deposits or payments on special orders and layaway items. 

Additionally, during the promotion dates, Jeff Dennis will allow customers come in and enter for their chance to win a $1,000 gift card, no purchase necessary. Only one will be gifted if a safety occurs.

Super Bowl XLVIII is scheduled for Feb. 2 and pits the Seattle Seahawks against the Denver Broncos at MetLife Stadium in East Rutherford, N.J., marking the first time the Super Bowl has been played in an outdoor stadium in a cold-weather city.

Though the promotion has only just begun, Jeff Dennis told National Jeweler that it is already helping increase traffic to the store and that they were very busy on Tuesday.

This isn’t the first time the jeweler has held such a promotion.

“We’ve been very successful with these promotions in the past,” Dennis said. “Our business increased 30 percent last year, and I believe that’s based primarily on these promotions that we’ve done.”

In the fall, Jeff Dennis Jewelers guaranteed a full refund to customers who purchased jewelry at his store between Aug. 1 and 26 if it rained more than one inch on Labor Day.

It ended up raining 1.42 inches on Labor Day and the jeweler refunded more than $86,000.


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National Jeweler

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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.