Social Media Sensation

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

It all started as a store contest.

Published

2 months 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.”

Time for More “Me Time”? Time to Call Wilkerson

Rick White, owner of White’s & Co. Jewelry in Rogers, Ark., knew it was time to retire. Since the age of 18, jewelry had been his life. Now it was time to get that “me time” every retailer dreams about. So, he chose Wilkerson to manage his going-out-of-business sale. White says he’d done plenty of sales on his own, but this was different. “Wilkerson has been a very, very good experience. I’ve had the best salespeople in the history of jewelry,” he says. “I recommend Wilkerson because they are really the icon of the jewelry business and going-out-of-business sales. They’ve been doing it for decades. I just think they’re the best.”