Ever since Fox’s Fine Jewelry began giving out necklaces to the unemployed, the promotion-slash-charitable gesture has swept IJO jewelers across the country. (See “Jeweler Makes Headlines With Helping Hand,” JCK, May 2009, p. 82.)

But Sonny LeClair, of Quality Jewelers, in Bangor, Maine, came up with his own twist for Mother’s Day: He gave away a pearl necklace to anyone who has a relative deployed overseas.

“[Mother’s Day] is a sad time for mothers,” LeClair says. “Who doesn’t want their children around this time of the year?”

The pearl necklaces have a retail value of $200 each, and LeClair is giving away 100 of them, totally free, on a first-come, first-served basis. The promotion has already led to coverage from two local newspapers and one TV station.

“Whatever exposure we can get is great, especially in these times,” he says. “We already have had dozens of phone calls and e-mails.”

The staff, some of whom have relatives overseas, are proud as well. “One of the girls was crying when she heard one of the stories this morning,” LeClair says.