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Mervis to host $20K 'diamond dig'

August 25, 2009

Washington--To celebrate the launch of its new Web site, MervisDiamond.com, Mervis Diamond Importers will host a "diamond dig" on Aug. 28.

According to a media release from the company, Mervis is inviting brides and other members of the diamond-loving public to dig in the sand, where Mervis will bury a total of 100 diamonds valued at more than $20,000.

The 100 diamonds will vary in shapes and sizes, according to the release, with 95 smaller stones and five large diamonds.

The "diamond mine" kicks off at 10:00 a.m. and will be limited to just 100 diggers.

To win a spot as a digger, or for more information on the event, visit MervisDiamond.com. In addition, diggers will be chosen at random from the crowd on the day of the event.

Five individual digs will take place throughout the day, with local radio personalities from DC101, HOT 99.5, WBIG 100.3, WASH 97.1 and WMZQ 98.7 emceeing the event, which is scheduled to last until 5:00 p.m.

Jonathan Mervis, digital strategist for Mervis, said in the release, "We wanted to do something really fun and engaging with our customers. Plus, there's a philanthropic component too. After the event is over, we're donating the sandbox and 6,700 pounds of sand to a local pre-school."

Mervis is a third-generation family-owned business operating four stores in Washington, Maryland and Virginia.

Mervis is not the only retailer attempting to get customers engaged in diamonds by hosting a creative event. On Sept. 12, New York City retailer Michael C. Fina is teaming up with jewelry designer Tacori to host a diamond scavenger hunt for charity throughout Manhattan.
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