Customers of Jeff Dennis Jewelers in Gardendale, Ala., can thank the Alabama Crimson Tide for their free jewelry.

Jeff Dennis, owner of the store, offered customers who purchased jewelry between Nov. 16-23 a full reimbursement if either Alabama or Auburn achieved a shut out during the Iron Bowl on Nov. 24.

Alabama trounced Auburn 49–0.

“With Alabama doing as well as they have been this year, I decided to run the promotion,” Dennis says. “I knew there was a good chance of them beating Auburn, but I wasn’t expecting a shut out. In football there are many ways to score points.”

Dennis promoted the deal through social media, which tripled traffic in his store.

This isn’t the first time the jewelry store has run an out-of-the-box promotion. In the past, Dennis has offered customers free jewelry if it snowed on Christmas Day or if the weather hit 100 degrees on certain summer days.  

“We’ve run several events, but this is the first one that hit,” Dennis says.

Each customer will receive a full reimbursement from Lloyd’s of London Insurance for his or her purchase during a special “Refund Party.” The payback totals more than $50,000, which includes some lucky customers who purchased engagement rings during the select dates.

Although Dennis supports both teams, on Saturday he cheered for the Crimson Tide for the sake of his customers.

“I usually root for both teams, but on Saturday I rooted for Alabama because they scored first,” Dennis says. “I was euphoric at the end of the game.”

JCK