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Late Shoppers Hit Jewelry Store

December 23, 2013, 7:40 AM by Leland Steva

Late Shoppers Hit Jewelry Store
SIOUX FALLS, SD -

The holiday shopping season is almost over and most of the gifts have been bought. The Diamond Room is enjoying its 17th Christmas in Sioux Falls. While a lot of businesses enjoy days like Black Friday, the jewelry store uses the late-season rush to boost its bottom line.

Dave Anderson is the co-owner of The Diamond Room. He enjoys this time of year, even though it adds more pressure to his business.

"Christmas to me is a very special time. It is very busy, very stressful on the business side which then falls into the family side because of being so busy, but it's also a very special time," Anderson said.

The jewelry store has a couple days marked on the calendar for when they start seeing more business.

"I've kind of got a couple cut-points where we definitely see a change in foot traffic. One being December 10, we start to see it get busier and then usually consider December 17 and on chaotic," Anderson said.

The store offers a variety of jewelry, but every year men seem to pick the same items for their loved ones.

"Diamond stud earrings are always a big one. It's an easy purchase for men. They just need to know how big do they want to go and much do they want to spend," Anderson said.

Another big item that buyers come to get is engagement rings. Anderson believes with the amount of rings the store sold this year, there might be a lot of people popping the question.

"There's a couple sides to this. One side is they don't want to tie it into Christmas as far as an engagement because it's a special time. Then on the other hand, Christmas being such a big holiday, they tend to like to do it also. I mean, we see both sides," Anderson said.

The Diamond Room has done well this year, as they project to have better sales than they did last year.

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