In early May, when temperatures began to hover around 100 degrees in Norman, Okla., Newt Mitchell, owner of Mitchell’s Jewelry Store, thought the
time would be right for his Some Like It Hot promotion.
“It’s unbelievably hot in Oklahoma,” Mitchell tells JCK. “[The
promotion] was something we had wanted to do, so we went for it.”
The promotion would refund money to everyone who purchased
jewelry between June 1 and June 27 if it reached 100 degrees at Will Rogers
World Airport in Oklahoma City on July 4. On that day, the National Weather Service
registered 102 degrees.
“Sales were up 60 percent during that time. Everyone was
buying,” Mitchell says. “June is a good month, but this promotion makes it even
Bridal, diamonds, custom pieces, and jewelry from the
store’s designer lines were among the best sellers.
The store paid out $221,398.66 to 200 customers for their
jewelry purchases, all covered by insurance.
Customers were awarded their money and a commemorative
T-shirt during an in-store event July 14–15. The payout event was catered,
attended by local media outlets, and featured a book where customers could
describe their experience at Mitchell’s Jewelry Store.
“We paid the customers and showed them other things around
the store. Hopefully, we get a chance to get some of the money back,” he says.