North Jefferson News, Gardendale, AL

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September 2, 2013

Jeweler Jeff Dennis beats odds again with Labor Day promotion

GARDENDALE — Jeff Dennis has beaten the odds yet again.

The Gardendale jeweler, who gained nationwide fame for offering customers a refund if either team was held scoreless in last year’s Alabama-Auburn football game and then paid off when the Tigers were shut out, will hold another “refund party” for customers who made purchases at his store during most of August.

This time, customers will get their money back after Birmingham-Shuttlesworth Airport received more than an inch of rain on Labor Day.

Dennis first knew there was a possibility that rain would hit when he heard raindrops on the roof of his lake house early Monday morning. He checked National Weather Service radar, which showed a large mass of showers and thunderstorms creeping southward from north central Alabama.

“I was like a kid at Christmas Eve,” Dennis said. “I was checking the radar every other minute.”

Then he got a call from a customer who works as a firefighter at the airport. The rain was coming down there in buckets.

Dennis kept on eye on the NWS website that shows hourly observations. By the time the 10:53 a.m. information was posted, 1.42 inches of rain had fallen.

Dennis then posted on his personal Facebook page: “It. Just. Happened. AGAIN!”

The promotion ran from Aug. 1 to Aug. 26. All of Jeff Dennis Jewelers’ customers will get their money back on purchases made through that period. Dennis put the total at just under $90,000.

As with the similar Iron Bowl promotion, the refunds won’t come out of Dennis’ pocket. He had once again contracted with the world-famous insurance cooperative Lloyd’s of London to cover the possible loss — or gain, depending on one’s point of view.

Dennis likened the chances of two straight promotions of this sort paying off akin to those of a state lottery.

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