Ben David Jewelers in Danville, Va., continued its 40-year
tradition of celebrating the love of others Feb. 14.

Owner Mark David tells JCK that one couple got married on
Valentine’s Day and two—including his brother—renewed their vows in the store
at no cost to the couples.

The store typically sees seven to nine couples tie the knot.
“Maybe we didn’t promote it properly this year,” David says. “We’ve done a
newspaper ad in the past, and we didn’t this year. I think that’s what made the
number so low.”

The jeweler gets donations from florists, bakers,
photographers, and caterers to organize Valentine’s Day weddings. The only cost
to Ben David Jewelers is the pastor and advertising.

“It brings a lot of excitement to the store and it brings
good publicity,” David says. “It costs very little to do and the goodwill it
brings to the store is terrific.”

Couples can invite anyone to watch the ceremony and David
says the amount of guests has varied from year to year.

“Any one who wants to get married here can,” he says.
“Instead of going to the courthouse, they can get married amongst sparkling
diamonds.”

JCK