Apocalypse diamonds ‘not helpful’

In the Blogging Bible it is clear that a blogger must never belabor a topic for risk of alienating his or her readers. Nonetheless, there’s even more to this LTD Jewelry “Second Coming” sale TV ad that I’ve now written about three times. Steve Kuchera of the Duluth News Tribune has now interviewed Larry Falter, the jeweler in the ad, along with others in the Twin Ports about reaction to the ad, which offers half-price diamonds in honor of Christ’s imminent return to sort the souls of the righteous and wicked.

Money line, from local minister Michael Gatlin:

“For me, from a theological prospective, I don’t find it helpful at all,” he said.

That’s pretty polite. Meantime, the jeweler has “a ready answer” for anyone who asks why he just doesn’t give the jewelry away in honor of the Second Coming:

“I have ethical obligations to people I owe money to,” he said. “If I couldn’t discharge those ethical responsibilities, I wouldn’t be giving a very good witness. I don’t want to profit at someone else’s expense.”

Well played. The hits on the ad’s YouTube video have gone from a couple hundred to more than 5,000 in just 24 hours. Let’s all run up our stats, people. This is win-win across the board.


  1. Aaron..
    In Pastor Gatlin’s “THEOLOGICAL AND PHILOSOPHICAL STATEMENTS” (p. 20) he says:

    WE BELIEVE that God’s kingdom has come in the ministry of our Lord Jesus Christ, that it continues to come in the ministry of the Spirit through the Church, and that it will be consummated in the glorious, visible and triumphant appearing of Christ – His return to the earth as King.

    Ask him how he finds his statement in conflict..or not helpful, with the ad..

  2. Seriously? Are you seriously doing this? Really?


  3. As Larry Falter, owner of the jewelry store said – “I’m trying to be upfront with my faith and my position. If anybody wants to see my jewelry or talk about the Lord’s coming, I’m here.”

    At 50% off, I’d say it’s a great metaphor & the glass is half full.

    You can either talk to Larry about his faith…or his discounted jewelry. Up to you…

  4. What are you talking about? This is nonsense. If you don’t get it, this is nonsense. The only defense of this garbage is if you’re in the culture wars, even then it’s damning.

  5. Now we’re on the same page, it IS nonsense in the secular sense.. which your postings typical speak to. However, it is a worthy spiritual discussion.

  6. Secular schmecular. I wouldn’t follow a dude hawking diamonds this way onto a lifeboat from the Titanic, let alone through a discussion to Jesus. And I am a Bible-believing Christian (one of those dangerous “social justice” ones). Go for the sale if you want, but not for the theology.

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