COEUR d’ALENE — As the owner of Clark’s Diamond Jewelers on Sherman Avenue, Jane Clark would be the first to say that she’s no meteorologist.

Even so, she’s learned a whole lot about snow over the years, thanks to the store’s annual “Let it Snow” campaign.

Any jewelry purchased between now and Dec. 31 will be free if snowfall totals at the Spokane International Airport reach 4 inches or more Jan. 11.

Some could call it a belated Christmas miracle.

“We try to pick the most likely day for snow,” Clark said. “We really do want it to happen.”

Clark’s has a long history in Coeur d'Alene.

It opened its doors at 307 Sherman Ave. more than a century ago. Three generations of Clarks have dedicated their professional lives to the business of diamonds. Founder Ralph Clark used to say, "If you don't know diamonds, know your diamond jeweler." 

Clark's Diamond Jewelers was honored in May for the care of its famous clock just outside its front door with the "Heart of History" award during the Historic Preservation Reception and Awards. 

"Clark’s Diamond Jewelers has long been a landmark in downtown Coeur d’Alene," a press release said. "Several generations of the Clark family have devotedly cared for and maintained the historic building in which the business sits, the century-old display cases that contain much of its merchandise, and the city’s only historic two-dial advertising street clock."

“Let it Snow” began in the late '90s, with a several-year pause before picking up again in 2017.

They’ve gotten it right a couple of times, most recently in 2020.

Through “Let it Snow,” Clark’s has refunded more than three-quarters of a million dollars on purchases ranging from less than $100 to more than $20,000. The promotion is covered by the store’s insurance.

Kelly Dengel of Liberty Lake knew all about the campaign when she stopped into Clark’s during Small Business Saturday. After all, her best friend was among 2020’s batch of lucky customers.

“She was so happy,” Dengel said with a laugh.

And that’s the entire point of the campaign.

“To even have the possibility out there is super fun,” Clark said.

Though Jan. 11 is still over a month out, Clark is optimistic about the date she chose this year. 

January is typically North Idaho’s snowiest month. According to AccuWeather, the temperatures in Coeur d'Alene around Jan. 11 will have lows in the 20s and highs in the 30s. According to Weather Atlas, the first month of the year sees an average of 16 snow days in the region. 

“Those are pretty darn good odds,” Clark said.  

    Clark's Diamond Jewelers owner Jane Clark is optimistic about this year's "Let it Snow" campaign.