For three days in December, Donald Haack Diamonds & Fine Gems in Charlotte, N.C., gave customers the ability to have professional photos taken in addition to shopping for holiday gifts.

President Julie Haack tells JCK the photography event was held to benefit the Assistance League of Charlotte, a nonprofit organization dedicated to improving the lives of children and families in the Charlotte area. Donald Haack Diamonds & Fine Gems recently presented its donation to the Assistance League.

"Any sales that occurred during those three days, a portion of it went to the Assistance League," Haack says. "On top of that, I invited our marketing team and staff to donate to Assistance League for the holidays instead of the money they would have spent exchanging gifts with each other."

The free event invited anyone in the area to have a professional photo taken. "Some brought children, a photograph, animal or whatever they chose to be photographed with as a memento for the holiday and for their loved one," Haack says.

Haack says she chose the Assistance League because the number of homeless children this year was close to 1,500 instead of the usual 200 due to the economy. "I wanted to do anything I could to help keep those children off the streets and clothed properly during the winter, as they had no say in their situation," Haack says.

Haack says the event allowed the store to provide enough clothing and afternoon snacks for approximately 12 children. "We intend to continue to do events with Assistance League as the recipient this year and further into the future."