Golden eggs aren't a myth. Just ask Jeff Dennis.
Dennis is a jeweler in Alabama, and this year decided to drum up some business with an unusual promotion. If either side in the Iron Bowl game between Alabama and Auburn was shut out, any customer who made a purchase at Jeff Dennis Jewelers from Nov. 16 to 23 would have their money refunded. No gimmicks, no gags, just cash.
As we now know, Auburn was dismantled by the Crimson Tide, 49-0, costing Dennis "tens of thousands of dollars," according to an interview with WIAT. Dennis said he will hand out more than 300 refunds.
He can afford to do this thanks to insurance company Lloyd's of London. Lloyd's has a habit of insuring the interesting, including Bruce Springsteen's vocal chords and Troy Polamalu's hair. They essentially took Dennis up on the prop bet and lost.
Now, Dennis is sitting pretty. In an interview with the North Jefferson News, which also delves more into the details of the deal with Lloyd's, Dennis says sales were up more than 120 percent during the time period, "more than enough to cover the premiums."
