Diamond Promotion Draws Crowd

Every year, a chance to win diamonds attracts more than 1,000 people to a small jewelry store in Cartersville, Ga. According to David Harrison, owner of Cartersville Jewelry Exchange, the “treasure chest” promotions begin three months before the event. Direct-mail invitations are sent to regular customers, who are invited to try their hand at opening the treasure chest. Those who succeed are eligible to win a 2-ct. diamond ring; others are entered in a drawing for two 1-ct. diamond rings and other prizes. All entrants are presented with T-shirts and baseball hats as a token of thanks for attending the event. A portion of every sale during the diamond drawing is donated to charity, and the drawings are broadcast via a local radio station’s live remote.