Article submitted by The Jewelry Box
Several years ago, The Jewelry Box in Lake Forest began celebrating its business anniversary by offering a Buy-One-Get-One Free event ("BOGO at The Box"). This is not uncommon at Ralph's or Payless Shoes but, in the fine jewelry industry, it's unprecedented, say owners Jack Levenson and Christine Anzell. The rules are simple: Buy any one item in our store and receive a second item of equal or lesser value free. It's become iconic for the owners.
On the 12th anniversary of the store today, buy a $10,000 bridal ring, get a $10,000 diamond bracelet free. Buy a Rolex
watch for $4,000, choose any other item in stock for up to $4,000 and just pay
for the watch. Of course, one may buy a $50 item and choose another for free.
This unique one-day sale lasts from 8 a.m. to 4 p.m. to say thanks to its
great customers for their ongoing support.
"This is our signature event, and the part we like most about it is seeing the excitement on our customers' faces when they are purchasing an item—perhaps the item of their dreams—and getting another free," Levenson said. "They often thank us when, truly, this event is about thanking them."There are very few restrictions and people typically start lining up outside around 7 a.m., sometimes with folding chairs. Often, they have pre-shopped a day or two before and know exactly what items they want and where they're located. When the store opens its doors, they are lasers to those items. Anzell and Levenson have catered breakfast and coffee until about 11, then switch to lunch: Wine, mimosas, poinsettias and signature purple martinis all day.
There are many anecdotes that have accumulated over the years. One customer who moved back east plans her annual vacation around this event. Another hosts a slumber party for a bunch of girlfriends the night before and they all show up here early.
Levenson says they are grateful to this community for helping build their
business—and stay in business—through the years. It actively supports South
County Outreach, Breast Cancer Solutions, El Toro High School and Toys for
Tots, sponsors Cox coverage of the annual 4th of July parade, and has been
voted Best Jewelry Store in Orange County for the last three years by readers
of The Orange County Register.