In the lead-up to Valentine’s Day, Vicki Cunningham and her husband, Howard, of Cunningham Fine Jewelry, responded to the devastating job loss news in their Tulsa, Okla., market where 130 police officers lost their jobs. The recent pearl necklace and chocolates giveaway, however, wasn’t just for the public servants who received layoff notices in early January.

“Our goal was to give away 100, but we gave away 250 pearl necklaces,” says Vicki. “We even opened the store on Sunday [Valentine’s Day] to accommodate as many requests as possible.”…

“Two local affiliate TV stations ran their stories that night,” says Vicki. “CNN and FOX News picked up the stories, giving it national exposure. The next day we arrived to a line of people outside our door.” …

“One couple brought each of us a dozen roses just for holding this event,” says Vicki. “And, I’d estimate that at least two dozen people said they purchased jewelry at our store this Valentine’s Day just because of the pearl giveaway.” …

“Helping people without a job give a Valentine’s Day gift during these hard times does more for me than what giving the gift to loved ones does for them.”

—Paul Holewa, Retail Details, Feb. 16, 2010