Platinum: Diamond Dashes & More

Diamond Dashes Are a Store’s Best FriendJewelers everywhere have learned: If you really want to get people to run to your store, dangle a platinum-set engagement ring in front of them. Take these two recent success stories:Tacori and Michael C. Fina (New York City) Some 150 couples—a 17 percent bump from 2009—registered for Tacori and Michael C. Fina’s second annual scavenger hunt, “Diamond Dash: Dash for a Diamond & a Cure.” Participants had to be unmarried and willing to get engaged on the spot if they won. While there was no registration fee, charitable donations to the Leukemia & Lymphoma Society were encouraged. (Store founder Charlie Fina passed away from leukemia in 2009.) To date, the store estimates that $25,000 was raised as a result of the 2010 Dash and related events. The winning couple walked away with a $20,000 Tacori ring—and Michael C. Fina brought i

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