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Super Jeweler makes a bet and wins
Jeweler makes good betBen Whidby wanted it to rain on New Year's Day - probably more than anyone.The third-generation jeweler, who moved Whidby Jewelers from Adel to historic Madison five years ago, made a bet with holiday shoppers this past Christmas season. If it rained more than an inch on Jan. 1, 2011, he would refund every purchase made between Thanksgiving and New Year's. This week, Whidby will write out 300 checks for amounts ranging from $10 to $8,000, just in time for Valentine's Day. "I was thinking, 'It's Christmas and everybody has a sale,' " he said. Then, he heard about a business that put a new twist on an old fundraising tack charities use - making a long-shot bet to draw in dollars and insuring against any losses. New Year's Day started out promisingly miserable, with a steady and cold drizzle falling all day. Hope started to fade, however, when the insurance company asserted that Madison received 0.97 inch of rain, a drop or two shy of enough rainfall for Whidby to fulfill the rewards. "I was just sick. I couldn't sleep," he said. Some customers were pretty suspicious of the precipitation total, too, he said. In the end, Whidby researched the Doppler radar system that the insurance company relies on, found a margin of error in the system and argued that the insurer should cover his claim. The company agreed. Whidby will begin handing out refunds Wednesday. He doesn't know if he'll try the promotion again next year. It's been a part of his regular advertising plan, along with billboards, radio spots, newspaper ads, direct mail pieces and even an e-mail campaign. "It was absolutely worth buying that insurance policy," he said. As the owner of a 109-year-old family-owned shop, Whidby seems philosophical about running a business in a down economy. Nothing in his store is a necessity, so he has to find a way to grab customers' interest, he said. But even in tough times, people are going to get married. "If you always do what you always did, you will always get what you got before," he says.
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