The announcement coincided with its full-year results, with growth driven by its jewelry brands.
About Retail: J.R. Dunn’s Humane approach
The Florida jeweler is giving its local Humane Society a boost by a sponsoring pet adoptions and sharing a photo of one animal in need of a good home on its Facebook page every week.
Lighthouse Point, Fla.--Call it puppy love meets an extremely clever marketing idea.
J.R. Dunn Jewelers in Lighthouse Point is giving the Humane Society of Broward County a boost by a sponsoring pet adoptions and sharing a photo of one animal in need of a good home on its Facebook page every week.
For the next 52 weeks,Cleverly called “Diamond in the Ruff,” store Vice President and owner Sean Dunn said the idea grew out of a conversation he had about a month ago with his operations manager, Tyrone Jennings, about innovative ideas for cause marketing.
Plenty of stores have events where a certain percentage of the proceeds go to a certain charity, but, as Dunn observed, “Sometimes that’s not met with great enthusiasm because (people) look at it and (say), you’re still profiting.”
With Diamond in the Ruff, people understand exactly where the money is going.
Dunn Jewelers will pay for the adoption of 52 animals--most likely dogs and cats, with perhaps the occasional ferret or rabbit in the mix--from the Broward County Humane Society. Adoption fees there range from less than $100 to about $200 per animal.
It supports a charitable cause almost anyone can get behind, animal welfare, while at the same time softening the image of what a fine jewelry store is in the public’s eye.
“It breaks down (the idea) that jewelry stores are stuffy. It’s fun,” Dunn said.
“It’s tough trying to be innovative and different. There’s so many great ideas out there. It’s hard to break through the clutter.”
The 52 adoptable animals will be featured on the J.R. Dunn Facebook page once a week for the next year.
Dunn said the Humane Society employees will select the animal that will be featured each week, picking ones for which it is more difficult to find homes.
Puppies and kittens get snatched up quickly while older animals sometimes are more difficult to place. Case in point, Dunn Jewelers’ first featured creature is a 5-year-old male American Staffordshire terrier named Duke.
Dunn said they posted his photo on their Facebook page Monday and plan to experiment with targeted Facebook posts, where they can
In addition, Dunn Jewelers is paying out of pocket to run radio advertisements promoting Diamond in the Ruff and, in turn, the Humane Society.
James Robert (J.R.) Dunn, Sean’s father, the store’s founder and a lifelong dog lover, stars in these spots.
“My mother and I used to raise boxers in Boston,” he says in one version of the commercial. “Bootsie was my favorite. We named him that because of his white paws. Gosh I loved that dog … He was my best friend.”
While the retailer is just getting started with the Ruff idea, Dunn already is thinking ahead about other ways in which they may be able to leverage the program to bring more attention to both the store and the Humane Society’s mission.
One idea he has is to do an in-store event with animals that are up for adoption.
He said the Humane Society brought by two puppies and a kitten last week after the partnership for Diamond in the Ruff was finalized.
His employees loved it, and, he doesn’t doubt, so would customers.
The Latest
Looking ahead, the retailer said it sees “enormous potential” in Roberto Coin’s ability to boost its branded jewelry business.
Jewelry trade show veterans share strategies for engaging buyers, managing your time effectively, and packing the right shoes.
Despite the rising prices, consumers continue to seek out the precious metal.
This little guy’s name is Ricky and he just sold for more than $200,000 at Sotheby’s Geneva jewelry auction.
Though its website has been down for a week, Christie’s proceeded with its jewelry and watch auctions on May 13-14, bringing in nearly $80 million.
Despite the absence of “The Allnatt,” Sotheby’s Geneva jewelry auction totaled $34 million, with 90 percent of lots sold.
Tradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
Lilian Raji gives advice to designers on how to make the most of great publicity opportunities.
The mining company wants to divest its 70 percent holding in the Mothae Diamond Mine in an effort to streamline its portfolio.
Why do so many jewelers keep lines that are not selling? Peter Smith thinks the answer lies in these two behavioral principles.
The “Argyle Phoenix” sold for more than $4 million at the auction house’s second jewels sale.
The annual list recognizes young professionals making an impact in jewelry retail.
While overall sales were sluggish, the retailer said its non-bridal fine jewelry was a popular choice for Valentine’s Day.
The mining giant also wants to offload its platinum business as part of an overhaul designed to “unlock significant value.”
Christie's is selling one of the diamonds, moving forward with its Geneva jewelry auction despite the cyberattack that took down its website.
The ad aims to position platinum jewelry as ideal for everyday wear.
Retailers can customize and print the appraisal brochures from their store.
The move follows a price-drop test run in Q4 and comes with the addition of a “quality assurance card” from GIA for some loose diamonds.
The site has been down since Thursday evening, just ahead of its spring auctions.
The late former U.S. Secretary’s collection went for quadruple the sale’s pre-sale estimate.
Kimberly Adams Russell is taking over the role from her father, David Adams, marking the third generation to hold the title.
As a token of womanhood, this necklace depicts when Venus was born from the sea.
The deal gives the retailer control over the distribution of Roberto Coin jewelry in the U.S., Canada, Caribbean, and Central America.
Show your mother some love with a piece of fine jewelry.
The company’s Easton location will remain open.
Brian D. Fleming of Carla Corporation was elected to serve a one-year term in the role.