Innovative Retailer: J. David Jewelry

You’re doin’ fine, Oklahoma jeweler Joel David WilandJoel David Wiland hates paper. (It probably goes back to the days when he emptied the trash at a jewelry store.) So now that Wiland runs his own retail operation, he’s vowed to turn J. David ­Jewelry into a completely paper-free company. But banishing pulp products from the premises is just a small part of this cyber-savvy Oklahoman’s M.O.: Video marketing—from his store-made family-testimonial spots to customers’ flipcam-shot contest entries—is where Wiland truly excels. His biggest consumer-produced hit? Last year’s “Diamond Fairy,” which not only earned the winning entrant a 1 ct. diamond but has also garnered some 21,000 YouTube views. For Wiland, it isn’t a video unless it’s viral. How did you come up with the diamond-giveaway video contest idea?Two years ago I was watching the Super Bowl. The ads didn’t

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