How about a Wonderful Life Moment for Dinys

By now, most of you know the wolf may be at the door for Diny's Jewelers, a 26-year-old business that is trying to remain open with a huge hopefully-not-going-out-of-business sale. They've slashed their prices up to 70%. [If you missed our cover story in the June issue, you'll want to read it now!]

The proprietors, Peter and Beverly Diny, are such salt-of-the-Earth people that you can't help but root for them. They have maintained a stiff upper lip during this trial, saying (in effect) "nuts" to their bank when it wanted them to liquidate and go out of business. I have no way of knowing whether the sale will be successful enough to keep them in business, but just in case I'm calling for an "It's a Wonderful Life" campaign to save the store.

For those of you who are unfamiliar with the holiday classic, savings and loan operator George Bailey, played by the legendary Jimmy Stewart, becomes suicidal when he things he thinks the savings and loan is about to fail. He's rescued first by an angel who convinces him that his life has been consequential, and secondly by friends (customers who have gotten their mortgage through the savings and loan) who come forward with small donations to help keep the business afloat.

It's a practically perfect movie, except for the assertion that Donna Reed's character (Mrs. George Bailey) would have become a spinster if not for the existence of Jimmy Stewart's character. Ever get a good look at Donna Reed? I bet men never left her alone for more than 10 seconds.

But I (really) digress. The point is that Diny's Jewelers may need such a crazy, magical, incomprehensibly poignant turn of events, and it has plenty of old friends to make it happen. Beverly and Peter have run stores in four communities — Darlington, Stoughton, Madison, and now Middleton — so what do you say? Make time to visit Diny's and take advantage of its 70% off collection of baubles, bangles, and beads. Even if you don't have a special occasion coming up, it not unheard of (at least in my family) to do a little Christmas shopping six months early, especially when there are bargains to be had. My mother in law is the master at it.

Although I have no idea whether Diny's Jewelers is a lost cause, I'm a sucker for such sentimental campaigns. And, yes, "It's a Wonderful Life" is a must-see holiday treat at my house, so why not make it Christmas in June for the Dinys?