JR Dunn

Furry little diamonds in the rough – just waiting for their “perfect setting!” That’s the idea behind the HSBC partnership with J.R. Jewelers, aptly named the “Diamond in the Ruff” adoption series.

The year-long partnership began in October 2015, whereby each week a pet in need was featured on both the J.R. Dunn and HSBC social media pages. Through sharing and promoting, 50 pets were placed during that first year. Delighted by the initial and continuing success of the program, the partnership has just entered into its third cycle – and it has only gotten better with each inception.

Throughout the 2016-17 year of promotions, a “Diamond” was chosen after having waited, on average, 65 days at the shelter or in a foster home. Thanks to the media promotion each animal gets through the program, these pets only had to wait 10-14 days longer before finding homes.

Seeing the tangible impact the adoption series has on the lives of these furry friends, Sean Dunn told us, “We are absolutely thrilled with the results from this unique program, and it’s heartwarming to know that we helped so many animals find their forever families much faster thanks to our help.”

The third year of the program has kicked-off and again features 52 pets over the 12-month time frame; J.R. Dunn will underwite the entire adoption fee for that dog, puppy, cat or kitten. Diamond in the Ruff will be promoted through J.R. Dunn’s local radio spots and social media, and the HSBC will do its share of promotion as well. Be sure to visit J.R. Dunn’s Facebook page each week at facebook.com/JRDunnJewelers to see who the featured pet is.

Did you like this article? Subscribe to our blog for a weekly digest of shelter news. You can also read our print publications, view our videos, and access our guides and other resources for more information.
Click Here to Subscribe
Click Here to Support Homeless Pets