Gun-buyers may have a hard-edged reputation ... but one gun store owner in Georgia thinks they also have a soft side for something that sparkles.

If you buy a rifle, he'll throw in a ring.

Talk about getting a bang for your bling.
You might have seen.. Or heard the promotion on the radio.

"Hunting season is just around the corner and I've got the best deal for you."

This is the man behind the radio voice and the idea.
He was inspired after seeing a similar offer from a Missouri car dealer.

"It's unbelievable."

Mike Geller doesn't want to show his face for safety reasons but says the
Promotion from d. Geller and son is generating a lot of buzz.

"There are websites that got a million hits about it."

"It's interesting."

And people are talking about it…like this woman who heard the ad on the radio.

"It's appealing to the men, I think."

"It's not a statement event. It's a fun event."

The offer-- if you buy a 25-hundred dollar ring, you can get one of these rifles from adventure outdoors in Smyrna.

Once you pay, you can walk out with the rock..

"But you won't be able to walk out with one of these rifles. Instead you'll get one of these vouchers."

"That way you have to qualify. You have to follow all the rules and regulations."

Even so, not everyone thinks this is a brilliant idea.

"You don't like it?"

"Uh-huh. Not at all."

Like it or not, it is legal.

The man behind the promotion says he doesn't think he'll run out of diamonds ...but does expect the offer to bring a lot of people into the store.