Simons Jewelers’ Digital Race for the Ring Lures Local Couples

A $24,000 engagement ring is on the line

Couples in the St. Louis region are signing up to participate in a clever promotion from Simons Jewelers.

The Race for the Ring, a digital scavenger hunt, will culminate with someone winning a platinum diamond engagement ring from Ritani valued at $24,000. 

Courtesy Simons Jewelers

The Ritani ring Simons Jewelers is hiding for its Race for the Ring

The event, which is scheduled for Sept. 27, will begin with registered couples meeting at the retailer’s store in the St. Louis suburb of Clayton, Mo.

Once in the store, contestants will receive a series of clues via text message that will require them to run all over town with their eyes peeled. The first team to solve the clues and earn the most points will nab the ritzy ring. (Couples can register for the event through Sept. 26 on the event’s website.)

“We always love to work with couples who want to find their perfect engagement ring,” said Simon Katz, owner of Simons Jewelers, in a statement. “They will scour the town…this is going to be a fun event for everyone involved. I’m looking forward to watching all the excitement unfold.”

Ring races are popular with jewelry retailers because they pack a lot of promotional bang for their buck.

After all, it’s free to send out news of a scavenger hunt on social media channels, where tech-savvy millennials roam. And the fun-and-games aspect of such an event inevitably manifests into social media posts, which ultimately promote engagement with current and future clients.

Retailers can also make posting photos (tagging the store) on social media part of the hunt’s requirements. And there may be no better opportunity to get gifts like branded T-shirts and discount cards into the hands of recently or soon-to-be engaged couples in your area. For the cost of a single ring, you’re looking at a surefire win-win.

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JCK Magazine Editor