A jeweler in a Pittsburgh, Pa., suburb is betting on the weather. If six inches of snow or more fall on Pittsburgh International Airport on New Year’s Day, any jewelry purchased between now and Christmas Eve will be free.

Barry Landay, owner of Style Jewelry in Dormont, reportedly says he won’t lose his shirt if the white stuff comes down, though. This is his fourth year running the promotion, and he’s not nuts — he’s insured.

“There’s an insurance policy guaranteeing the weather,” he reportedly told the newspaper.

Used mostly by movie producers who stand to lose millions if the weather won’t cooperate with their shooting schedules, the company—Landay won’t name it, but it’s underwritten by Lloyd’s of London—also sells snow and rain promotion insurance to retailers all over the country, the newspaper reports.

In the past, there hasn’t even been a near-miss, which, to Landay, is just too bad.

“I hope it snows,” he reportedly said. “I’d be happy to give my customers their money back. I really think some customers will turn around and spend the money again.”

He’s got a sign in the window on West Liberty Avenue saying “Let it $now, Let it $now, Let it $now,” and it’s eye catching, with “Free” in big bold letters jumping out from the details of the promotion.

“I’ll tell you this much, I know it stops them,” he reportedly said. “They’ll stop in and ask. It’s something to chat about.”

JCK