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

It all started as a store contest.

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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.”

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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Wilkerson: “They Feel Like Family”

Newton’s Jewelers in Fort Smith, Ark., was a true institution. But after being at the helm for most of his life, owner (and descendent of the original founder) Kelly Newton decided it was time to retire. He chose Wilkerson to handle the sale. “I’ve known the owners of Wilkerson for a long, long time. I felt at home with them,” he says. The final retirement sale was just a “blast” and the Wilkerson sales team made it so very simple and straightforward, says Newton. Would he recommend Wilkerson to others? Absolutely. “They’ve done incredible work,” says Newton. “They feel like family.”

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