The necklace is featured in the brand’s “Rebel Heart” campaign starring Adam Levine and Behati Prinsloo.
Why a Jeweler Honored a Gift Certificate from 1969
It cost Bensons Jewelers owner Ken Stein $150 but turned out to be worth thousands in free publicity.
“No,” the jeweler replied, adding, “Gosh, who does anymore?”
It was an odd and seemingly dated question, but one that turned out to have a terrific backstory that has generated an untold amount of free, positive publicity for the Washington, D.C.-based retailer.
The man who sent the email was 77-year-old Pasadena, Maryland resident George Jones.
Jones and his wife Cathy had been thumbing through their wedding album on the occasion of their 50th anniversary when they found an unclaimed gift certificate from Bensons.
Dated Nov. 8, 1969, the certificate was for “one teaspoon, one place knife and one place fork” in the “Rose” pattern by Stieff and was signed “B. Singer.”
Stein said he believes the signatory was Betsy Singer, who “did a little bit of everything” during her time at the store and, likely, was its silver specialist (the store, he noted, used to have a specialist for everything.)
Singer no longer works at Bensons, and Stein, who started at the store in 1979 and bought his father Paul out of the business in the ‘90s, said they haven’t carried Stieff, or any silver, for decades.
But he saw both charity and—he’s clear and unapologetic on this point—opportunity in honoring the couple’s gift certificate, even though he had to go out and spend $150 to buy the silverware from Replacements, Ltd.
“I just thought it was the right thing to do,” he said, “and my extreme business savvy just said, ‘This is a good story.”
He was correct, on both counts.
The Joneses were, by Stein’s account, “very excited” to receive another wedding present.
The couple was so excited, in fact, they had the three-piece silverware set framed, along with the original gift certificate and Stein’s business card.
The savvy Stein shared the story with local media and, as so many stories do these days, it spread like a spill, with the jeweler fielding calls from all over the country.
“When the story broke, I had calls from California, Connecticut and New York, from total strangers, and they’ve said, ‘You’ve restored my faith in humanity.’”
NBC News 4 Washington covered the story, and so did Washington Post columnist John Kelly, whose headline alone should land him in the running for a Pulitzer Prize.
Stein got emails via his website pledging future allegiance to the store, a few of which he shared with National Jeweler on Wednesday.
“Dear Bensons,” one man wrote, “I saw the ‘feel good’ story today on NBC News 4 of you honoring a 50-year-old gift certificate. Great job on your part, I will certainly use Bensons for my future jewelry needs. Thanks for [an] act of kindness seldomly seen.”
On Tuesday, a man came into the store to shake Stein’s hand. He left two rings, one for a re-engraving and one for an appraisal, and said he would be back to pick out a piece of jewelry.
Stein said he’s also received a few hundred comments on Facebook, where he shared the news stories on his personal page, and the tale even spurred a five-star Google review.
“Do they turn into money in the till? Time will tell but [in the meantime] I’ve restored some faith in humanity,” he said.
“A lot of people are miserable. A lot of people are angry and mad and divided.”
This story is none of those things and, because of that, people were happy to share it.
The Latest
The two organizations will host a joint event, “Converge,” in September 2025.
Big changes appear to be on the horizon for the diamond miner and its parent company, Anglo American.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
Jesse Cole, founder of Fans First Entertainment, shared the “five Es” of building a fan base during his AGS Conclave keynote.
The Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
The announcement came as the company reported a 23 percent drop in production in Q1.
The three-time Pro Bowler continues to partner with the retailer, donating to a Detroit nonprofit and giving watches to fans.
A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.
The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
The selected nine organizations have outlined their plans for the funds.
The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
Ruser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
The overhaul includes a new logo and enhanced digital marketplace.
The money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
From now through mid-May, GIA will be offering the reports at a 50 percent discount.