J.R. Dunn Offers Brides $100,000 in Loaner Jewels for Their Big Day

Brides-to-be who purchase a Tacori ring at an upcoming trunk show are eligible

J.R. Dunn Jewelers is taking the idea of “something borrowed” to a whole new level.

As part of its Something Borrowed promotion, the Lighthouse Point, Fla.–based retailer is offering an alluring incentive for brides to purchase a Tacori engagement ring this month.

The retailer will host a two-day Tacori trunk show Oct. 18–19, and brides who buy a Tacori engagement ring will be eligible to borrow up to $100,000 (retail) for 48 hours for their big day. 

Courtesy J.R. Dunn Jewelers

An ad for the promotion

And while a Tacori ring qualifies brides for the promotion, their choices of auxiliary baubles aren’t limited to Tacori pieces. “They can choose any diamond jewelry pieces they want from our inventory,” says co-owner Sean Dunn. “We anticipate a lot of statement earrings, diamond cuffs, maybe necklaces.”  

Brides create a wish list of items weeks before their wedding then pick up the jewels the day before they tie the knot. Also included in the promotion is a free ring cleaning. “We make sure her engagement ring is professionally cleaned and shining bright for the big day,” says Dunn.

The store has let clients borrow pieces in the past, he adds, and “it really cemented our relationship with them.”

The retailer has created a form that will detail a bride’s personal information and include all the SKUs and required date/time of return. But Dunn says he’s not worried about jewels going missing. “Most people are careful beyond belief when you place that much trust in them, so we’re not too concerned that the pieces won’t come back.” 

He hopes brides will post photos of the merch on social media, tagging J.R. Dunn, but there’s no requirement to do so. “Right now [social media] is a request—with suggestions on how they can share. We hope they will want to do it, rather than us making them do it. The more natural it is, the better.”

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JCK Senior Editor

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