'Let It Snow' diamonds

Before Maureen Wright came into Clark’s Diamond Jewelers on Thursday, she wasn’t familiar with the store’s “Let It Snow” campaign. 

When it was explained to her, the Hauser woman smiled. Sounded good. Even great. 

“Anything that gives you a chance to get something free, I’m all for it,” she said.  

Let It Snow does just that. 

Purchases made at the jeweler, 307 Sherman Ave., through Dec. 28 will be free if it snows at least 4 inches at the Spokane International Airport on Jan. 9. 

The annual campaign has proven popular, attracting hundreds of new and old customers hoping and praying for snow. Twice, the most recent in 2020, it has hit the mark. All told, more than three-quarters of a million dollars has been refunded based on purchases from less than $100 to more than $20,000. 

Owner Jane Clark has high hopes this time around.

“We've tried to get the best odds that we could get so we have a better chance of winning,” she said. “We really try to make it the most likely day and time. We want everybody to win.” 

She said the promotion is covered by insurance. 

“We really do want everybody to get their money back. We’re on their side,” Clark said 

Climatologist Cliff Harris said there is “always a chance" it could snow the required amount Jan. 9. He said that, on average, it snows 4 inches or more about three or four times at the Spokane airport each winter. 

January is typically a snowy month in the region. 

“It’s possible, but not probable,” Harris said. “But things happen.” 

Clark said while it’s always fast-paced and fun at Clark’s Diamond Jewelers, in December it’s even more so.  

“It’s pretty phenomenal,” she said.

And while snow in North Idaho can mean slick roads and shoveling driveways and walkways, those who make purchases at Clark’s during the Let It Snow campaign are rooting for it anyway. Bring it on. 

“This is one time we can get excited about it," Clark said. "I think we’ve got a good shot this year.” 

Clark’s is ready for a crowd of customers. Jane Clark said it has the largest inventory it’s ever had with custom jewelry, including a line she designed, diamond pendants, rings and earrings. 

As a local, downtown shop, it offers far more than online shopping.  

“You get to have an experience when you come in here,” Clark said. “You feel the difference. You can see the difference.” 

The store, among the oldest in Coeur d'Alene, has been around since 1907 and is still at its original location. Customers come calling from near and far looking for unique pieces to celebrate birthdays, anniversaries and weddings. 

And, of course, for Christmas.

“People are buying Christmas presents now,” Clark said. “Nowhere are you going to buy them where there’s even the possibility it’s going to be free.” 

So, yes, let it snow.

Wright is all in. 

She said she has long enjoyed shopping at Clark’s, and the Let It Snow campaign will likely bring her back.

“They’re really great here,” she said.  

    Clark's Diamond Jewelers owner Jane Clark, right, and sales manager Kim Wickham pose in the store on Thursday.