Some of the best gifts come in the smallest packages.
Reporter Sarah Gustin has the story...
The bells are ringing ...
And love is in the air.
(Tim Ell / Zorells Jewelry) "We sell a lot of engagement rings, but we also sell a lot of second rings, meaning when they first got engaged maybe they didn't have the money to buy the ring she has always wanted, but around the holidays now, they've been married a number of years and he can get her that ring she has always wanted."
Tim Ell with Zorells Jewelry says nearly 25% of their yearly sales happen between Thanksgiving and Christmas.
He says the busy season lasts through February---with Christmas, New Years and Valentines Day, all being busy times for proposals.
(Tim Ell / Zorells Jewelry) "We get really busy after Thanksgiving and we will just ride the wave, all the way through December but then it goes into Valentines day. because if you think about the season, you have Christmas, which is a big proposal time, then you have new years, which is another big proposal time and right after that you have Valentines day, again another big proposal time. It's like the perfect storm for our store."
Ell says engagements rings are the most popular sale item followed by loose diamonds and brand name bracelets and fashion pieces.
(Tim Ell / Zorells Jewelry) "This time of year we sell a lot of necklace and earring sets. Diamond rings is what we do all year round, and that is amplified during the holidays, but when we get into the holidays, that's when we get into the pendent's and earring as well in addition to the diamonds."
If it snows three inches Christmas morning, all customers who purchased between Thanksgiving and December 14th will get their jewelry free--something the store hopes to see.
(Tim Ell / Zorells Jewelry) "We want it to snow probably more than anybody because I just think it would be a party in here and we bought the insurance and we are fully insured, so we had to pay the premium anyway, so if it snowed I would get to give everyone their money back, what a way to kick off the season."
Ell says Christmas sales are always dependent on the weather.
He says sales this Christmas Season have been very strong.