Social Media Sensation

This “Diamond Fairy” Video Went Viral, Bringing 1 Million Views to This Retailer

It all started as a store contest.

Published

1 year ago

April 6, 2023

INSTORE Staff Instore April 2023 Issue

Several years back, J. David Jewelry in Broken Arrow, OK, attracted over 1 million views by offering a 1-carat diamond as a prize for the person who created the best one-minute video related to buying a ring at J. David with the help of its “Diamond Fairy.” Here is the winning video:

In the video, a young man summons the “diamond fairy,” who proceeds to rap about his diamond prowess before recommending J. David Jewelry, “by far the best in product and customer service.”

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”