A Christmas Story for the Jeweler

Not too long ago, I came across this Christmas feature story in the October 1956 issue of JCK and today seemed like the perfect day to share it.

From all of us at JCK, warm wishes for a wonderful holiday!

There was a month before Christmas, and all through the store
No display had appeared on counter or floor;
No window was trimmed with a Santa Claus air,
Although the gift-shoppers so soon would be there.
The clerk at his usual counter was seen,
But no brilliant idea was sparkling his bean.
The watchmaker bent over jewel and pin,
And the manager sighed because no one came in.
Then out on the street there arose just a clatter
They ran to the door to see what was the matter.
When what to their wondering eyes should appear
But a Cherub-drawn sleigh full of gifts drawing near.
With a little old driver so lively and quick
They knew in a moment it must be St. Nick.

More rapid than eagles his Cherubs they came,
And he whistled and shouted and called them by name:
“Now Necklace, now Bracelet, now Watchband, and Charm!
On China! On Cuff Links! On Purse and Alarm!”
Right into the store those eight Cherubs they flew
With the sleigh full of gifts and St. Nicholas too.
They spoke not a word but went straight to their work
While the watchmaker gaped and so did the clerk.
But the manager let out a lusty Hurrah,
Scarcely able to credit the things that he saw
For those eight tiny Cherubs and Santa Clause too
Seemed to know just exactly the right things to do.
With holly and mistletoe, snowman and snow,
With tinsel and bell, colored paper and bow,
They decked every counter, festooned every light,
They made of the whole store a buyer’s delight.
They trimmed up the windows with ribbons and sprays,
Set up counter cards and motion displays;
They piled high the tables with gifts for kiddies,
For babies and brides, for wives and for widdies;
They stacked mailing pieces and mats and tie-ins,
Each enticement that customer confidence wins,
Manufacturers’ aids and ideas that pay
From your friend JIC and your friend JC-K.

When the job was all done, Santa said with a bow,
“You’d have this done yourselves but you didn’t know how.
It’s teamwork, you see, that the best results brings—“
(Here all the Cherubs all blushed to the roots of their wings—
“Now we’re ready for Christmas!” He turned with a jerk.
“Our thanks!” cried the manager, watchmaker, clerk.
Santa sprang to his sleigh, to his team gave a whistle,
And the Cherubs arose like the down of a thistle.
But they called in reply as they fluttered away,
“Happy selling to all, and to all a good day!”

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