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Retailers Plan Promotions Ahead of Valentine’s Day

Contests engage Facebook to share personal stories.
Jan 27, 2012 1:31 PM   By Ricci Dipshan
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RAPAPORT... With Valentine’s Day less than three weeks away, retailers are creating ways to help drive jewelry sales.  Retailer Carter’s Diamonds and diamond brand Hearts On Fire launched a promotional “Hearts On Fire In Ice Presented by Carter’s Diamonds,” contest with a grand prize of a “Transcend Dream” diamond engagement ring valued at $20,000. Four runners-up will receive an item from Hearts On Fire’s fashion line of diamond jewelry valued at $1,750.

Participants in the Carter's promotion write their love story in 100 words or less and post, along with a picture or video,  to Carter’s Facebook page.  Twenty-four entries will be chosen for the semi-finals and then the public will choose the top five entries. Those final five will be given a unique challenge at Carter’s Diamond headquarters in Danvers, Massachusetts, on February 18 where they must melt blocks of ice to reveal a replica diamond ring.  The first contest to expose the ring wins. 

Hearts On Fire also teamed up with Jewelers Mutual Insurance Company for a “Show the Love" photo contest, which runs until February 27. The grand prize winner will receive an Amorous Journey heart-shaped, diamond pendant from Hearts On Fire.  Contest participants are asked to finish the phrase, "I show my love by..." and then upload a photo that best supports the text submission on Jewelers Mutual's Facebook page to enter.

Diamond brand Tacori’s "Valentine's Day Wish List" sweepstakes, launched January 24, allows the company’s Facebook fans to win up to three prizes, including Amethyst Earrings worn by Carey Mulligan on the cover of the January issue of W Magazine, and two TACORI gift cards worth $100. Winners will be announced on Valentine's Day, February 14. To enter Tacori's contest, participants must become a fan and "like" Tacori’s Facebook page, and submit  a wish list of Tacori products. 

Samuels Jewelers’ Valentine’s Day contest, which runs through February 14, offers one participant a chance to  win a lab-created pink sapphire and diamond necklace that retails for $469.  Participants must “like” Sameuls Jewelers Facebook page and fill out a form online.  A winner will be chosen at February 15. 

Online jeweler Amoro.com created a Valentine's Day contest to engage consumers in naming its new jewelry line. Consumers could win a chance to receive a  pink and white gold heart necklace valued at $495 for submitting the most creative entry to replace what is simply being called the "Amoro Heart Collection."  The contest ends on February 14. To enter, participants must submit a name for the collection at Amoro’s website.

Some retailers are teaming-up with others to attract customers ahead of Valentine's Day.  San Diego-based Leo Hamel Fine Jewelers created a  “Key To Your Heart” contest, which offers participants a chance to win a vintage 18-karat white gold key pendant, with 0.08 total carats of diamonds and an 18-inch white gold Tiffany & Co. chain, retailing for $1,825.

The winning contestant in Leo Hamel's promotion also recieves a $100 gift certificate to a famed San Diego restaurant.  Participants must visit the Leo Hamel website and write a short story addressing why one's “Valentine is the best Valentine in the world.”

Earlier in January, Montgomery, Alabama-based Charlotte Jewelry teamed-up with its local FOX television affiliate to offer a diamond pendant valued at more than $3,000 to one lucky winner of the retailer's contest. That contest has since completed. 
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Tags: "Valentine's Day Wish List", Carter’s Diamonds, Hearts On Fire, Leo Hamel Fine Jewelers, Ricci Dipshan, tacori, Valentine’s Day
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