Mauboussin Promised Free Diamonds, and the Japanese Crowd Lined Up

French jeweler Mauboussin promised to give away 0.1 carat diamonds to the first 5,000 customers in their flagship store in Tokyo’s Ginza district, and the response was so strong, that people lined up around full city blocks on Monday.

Mauboussin recently opened the downtown Tokyo store, but found that not only that they are an unknown brand in a brand driven market, but also that diamond jewelry purchases are sharply declining in the country.

The jeweler decided on the diamond freebie as an attention getting marketing effort. They succeeded, with national news agencies spreading the word, and evening newscasts reporting the offer the night before the give away started.

Once in the store after the long wait in line, customers are offered to set the free diamond, valued at nearly $50, in rings and pendants starting at a cost of $500.

“We hope to blow away the recession and provide an opportunity for people who are holding back on spending to have fun shopping and glow even more with beauty,” Mauboussin said in a statement.