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Match Game

How to get customers seeing double.

As popular myth would have it, everyone in the world has a twin. As Valerie D'Ambrosio would have it, that twin resides in Nantucket, Massachusetts. This isn't a case of long-lost siblings reuniting, however: D'Ambrosio's twins are part of a clever promotion for her gifts, glassware and fine jewelry store.

D'Ambrosio's Find Your Twin And Win contest takes place every December during the popular Nantucket Stroll weekend. Visitors to the six-block downtown area of this island resort community are each given a numbered tag in either red or green. Their assignment? To find the wearer of that same number--in the other color. Once "twins" are matched up, they proceed to D'Ambrosio's The Cutting Edge to enter a grand-prize drawing.

All this name-dropping, according to D'Ambrosio, 38, boosts her business' sales by 50 percent. Increased sales, however, aren't the only offspring of her innovation: Believe it or not, marital engagements have occurred as well. Guess this makes D'Ambrosio a matchmaker in more ways than one.

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This article was originally published in the May 1999 print edition of Entrepreneur with the headline: Match Game.

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