Seize the Holiday

Jeff Dennis loves holidays. Not just Valentine’s Day, Mother’s Day, and Christmas—the marquee holidays on the jewelry retailer’s annual calendar—but specifically those oft-overlooked, even “unofficial” holidays he can leverage to bolster his namesake jewelry store in Gardendale, Ala. Over the past dozen years, Dennis has used second-tier holidays to drive business to his 3,700-square-foot operation, unleashing strategic promotions that have showered his store in notoriety and revenue. In November 2012, for instance, Dennis offered a full refund if either the University of Alabama or Auburn University posted a shutout in the Iron Bowl, a treasured annual “holiday” in Dennis’ football-crazed state. When the Crimson Tide shellacked the Tigers 49–0, Dennis refunded some $55,000 to more than 300 customers who purchased jewelry the week before the big game, a pay

This content is exclusive to JCK Pro subscribers. Subscribe now to access this and much more with discount code GOPRO21 for $199 for an entire year of access (reg. $249).


Already a JCK Pro? Log in

A JCK Pro subscription is your all-access pass to people and resources on the
cutting edge of the retail jewelry industry, from the industry authority you
know and trust

Learn about the Perks of JCK Pro

Log Out

Are you sure you want to log out?

CancelLog out