Philly Jeweler Takes Fun Seriously

Steven Singer, owner of Philadelphia's Steven Singer Jewelers, created one of the most successful—if somewhat counterintuitive—ad campaigns ever launched by a retail jeweler, and it's still going strong after 11 years. The “I Hate Steven Singer” campaign had its origins in 1998 when a customer told Singer he hadn't purchased a gift of jewelry for his wife since their engagement nearly 20 years before. With her 40th birthday coming up, several hints made it easy for the husband to buy the perfect ring for the milestone birthday. The birthday celebration included a couple of surprises. The first was a surprise party. The second was a surprise baby. During a later visit to Steven Singer Jewelers, the wife, still enthralled with the ring, and with the new baby in tow, said: “I love Steven Singer Jewelers.” The husband, anticipating months of midnight baby feedings and count

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