If you ever needed to buy your loved one some diamond encrusted jewelry but you feared that someone might steal it, there’s no need to worry because the one time offer of a free shotgun included with every diamond purchase at DeLand is still up for grabs. The store is located in Florida’s Volusia County, at 139 N, Woodland Blvd.
The exact store is comprised of two shops, a jewelry store named Downtown Goldsmith Jewelry & Engraving, which has been around since 2001, and the gun shop added in 2014, 2nd Amendment Firearms. The offer previously mentioned has been going since November, with almost 10 customers receiving firearms after they purchased a diamond encrusted piece of jewelry, with an added 20 more on the waiting list.
The process is not made entirely without thought, with customers having to provide a background check when they opt to take advantage of the free 12-gauge shotgun offer. On its own, the firearm would cost about $270, and is included with every diamond jewelry purchase with the price range of $450 all the way up to $4.000. A similar offer will also be available during February’s Valentine’s Day.
The idea behind merging the two businesses came from the rather stereotypical view of women liking jewelry and men liking guns. By adding the two shops together, couples can go in and peruse the offered items without worrying that their other half would get bored. The owners themselves claimed that even if the idea might seem to be applied to stereotypes, their life is completely opposite, both of them being gun enthusiasts while the husband is the owner of the jewelry store.
The offer of a free shotgun stemmed from the twist applied to the idea of a “shotgun wedding”. Even if the father-in-law is not the one getting the shotgun, the similarity with the phrase still stands, making it a rather quirky approach towards gun marketing.
Because Volusia County has a very pro-gun ideology, the owners of the store haven’t had any complaints or negative comments addressed towards their business practice at all. Quite the contrary, the free shotgun offer bringing in more customers than they originally anticipated, making them claim that if people will not act fast, their shotgun supply will run out.
This type of marketing campaign would have succeeded even if it had brought ire towards the store. The saying “there is no such thing as bad publicity” stands in effect completely in this case. If the offer would have been heavily criticized, the store would have still gathered a hefty amount of attention nonetheless, making it unique when compared to other jewelry stores around the state.
With that being said, the offer of a free shotgun included with every diamond purchase at DeLand will still be in effect throughout the holidays, or at least until the shotgun supply runs out. All criticisms from anti-gun activists aside, you have to admit that this marketing strategy is rather intuitive, as well as somewhat funny.