A jeweler’s very expensive direct mail program has caused heartache for sender and recipient alike, after envelopes containing real diamonds were tossed as “junk mail.”
Johan de Boer, a Dutch jeweler based in Apeldoorn (http://www.goldsilverdesign.nl), sent Christmas greetings to 4,000 of his customers. Each mailing contained what appeared to be a diamond – and in 200 cases actually was, according to wire reports. The rest were zircons.
The letter de Boer sent in the package suggested that recipients bring the stone to his store for appraisal. Those customers that received real diamonds would be allowed to keep them, according to printed accounts. De Boer became nervous when only 35 patrons showed up to have their stones evaluated.
When de Boer made a round of follow-up phone calls, he found that many of his targets had simply tossed the package without opening it, reports said.
According to reports, de Boer estimated that his campaign cost $60,000, meaning that each respondent cost him more than $1,700.
