PodcastsJan 12, 2026
The latest poscasttest
IndependentsDec 21, 2015
For Christmas, Retailer References 'The Ring'
Bill Longnecker of Longnecker Jewelry in McCook, Neb. came up with a clever, albeit creepy, way to remind customers that Christmas is coming soon.
McCook, Neb.--With each holiday season comes a wave of emotionally charged advertisements designed to remind consumers why people have exchanged gifts of jewelry for thousands of years--to show affection for one another.
Some brands and retailers do so more successfully than their competitors, while others make like Lindsey Buckingham and go their own way with marketing.
Bill Longnecker, owner of Longnecker Jewelry in McCook, Neb., just happens to be among the latter this season, creating an online-only video that is a play on 2002 horror classic The Ring.
He said his employee Janelle Williams came up with the idea of incorporating the movie into their social media marketing for the holiday season.
WATCH: The Ring, 2015
The store has been counting down to Christmas on its Facebook page since Dec. 13 (12 days out), and did The Ring spoof for the seven-days-to-go post because of the movie’s association with the number seven. (For those who haven’t seen it, the movie centers on a cursed videotape that kills the viewer seven days after they see it.)
To make the video, Longnecker joked that he employed someone with “crazy video talent”--himself.
He shot Williams, the short film’s star and also lone actor, on his iPhone with the sepia filter in slow motion, though he confessed he didn’t know he had activated the slow-motion function on his iPhone until it was done. The music playing in the background is Manheim Steamroller’s Halloween theme music.
RELATED CONTENT: Blue Nile’s ‘Scary’ Ad
It was simple, quick, inexpensive and something the small-town store was hoping would go viral.
Though it hasn’t, Williams and Longnecker don’t feel like they misfired by doing something different that definitely doesn’t tug at the heartstrings.
Williams said almost everyone in McCook (pop. 7,000) knows her and would “get a kick” out of seeing her in this role. Longnecker concurred.
“We just thought it would be fun,” he said.
Editors' Picks
Sponsored by
More on Independents
The Latest
Weekly QuizOct 03, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsJan 12, 2026
Introducing My Next Question, the PodcastA monthly podcast series for jewelry professionals
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
PodcastsNov 27, 2025
Test Podcast With VideoTest Podcast With Video. New interview with Ada Lovelace.
PodcastsNov 25, 2025
Test New Podcast PostAbstract for tests. New Podcast interview with John Lennon, Jimi Hendrix and Jim Morison.
ColumnistsOct 09, 2024
Peter Smith: 7 Things to Know When Selling LuxuryAhead of the holiday season, Smith delves into the often subconscious reasons people buy luxury products for themselves or their loved ones.
AuctionsOct 09, 2024
Rolex Worn on Apollo 14 Mission Up for SaleThe GMT-Master “Pepsi” belonging to astronaut Edgar Mitchell is a standout in RR Auction’s online “Space Auction,” going on now.
MajorsOct 09, 2024
New Simon Campaign Invites Gen Z to ‘Meet Me At The Mall’The ads celebrate the mall culture of the ‘80s and ‘90s.
MajorsOct 09, 2024
PGI Launches New Virtual Sales TrainingRetail sales associates can access the video series on mobile to refresh their selling skills.
Policies & IssuesOct 09, 2024
GJNRF: Reaching Out, Rebuilding Futures For 25 years, India’s Gem & Jewellery National Relief Foundation has provided aid in the wake of war, natural disasters, and global crises.
AuctionsOct 08, 2024
Sotheby’s Selling Jewelry That Belonged to a Bulgarian TsarThe November auction will feature a collection of jewels owned by Ferdinand I, the first king of modern Bulgaria, and his family.
SourcingOct 08, 2024
Rio Tinto Begins New Phase of Production That Will Extend Diavik’s LifeCommercial production has begun underground at the Canadian diamond mine’s A21 pipe.
SurveysOct 08, 2024
What to Know About Online Shopping This Holiday SeasonDeloitte and Adobe Analytics shared their insights on the season, from the retail sales forecast to the role of generative AI.
CollectionsOct 08, 2024
Sylvie Adds New Men’s BandsThe Texas-based jeweler collaborated with luxury clothing brand Uncommon Man on men’s bands designed with European influences.
SourcingOct 08, 2024
Is Current Diamond Industry Turbulence Shaping a ‘New Normal’? Industry players have found ways to cope with market conditions while working to reshape themselves in the face of emerging realities.
SourcingOct 07, 2024
Rio Tinto to Offer 76 Diamonds in 2024 Beyond Rare Tender The sales event, in its second year, features a selection of rare diamonds from the miner’s Argyle and Diavik diamond mines.
CollectionsOct 07, 2024
Olympian Kristi Yamaguchi Partners With Heller Jewelers on New CollectionA portion of the proceeds from the “Always Dream” collection will go to Yamaguchi's foundation, supporting early childhood literacy.
