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Webster, TX—Jeweler Slade Lewis of Lewis Diamonds & Timepieces got a little more than he bargained for when he enlisted the assistance of wrestling superstar Booker T as a sales coach. His wife, Cindy, insists he’s lost his mind when he tells her that sales are slipping and they have to do something drastic. He suggests a jingle--bad idea--but then he decides to use the wrestler to help the staff close more sales. Cindy Lewis is aghast but Slade tells her that if this isn’t his best idea ever, he’ll give every member of the staff a mani/pedi himself.

In this hilarious YouTube video, the horrified staff is mystified at Lewis’s decision, especially when the dreadlocked pugilist body slams a bench jeweler for dropping a hammer, and sales closing ratios plummet down to zero.

In real life, the Lewises are good friends with Booker T, a WWE Hall of Fame wrestler. They had wanted to do some kind of funny collaboration for a long time, even though luxury jewelers and WWE don’t seem like the most natural pairing, Lewis told The Centurion.

“We got the idea to kind of make fun of our own industry, to portray it in a way that a lot of people feel when they come in—like it’s a used car dealership and they can’t get out and they’re cornered. We decided to just play off that with him and got the idea from YouTube videos like An American Football Coach in London, featuring Jason Sudekis.

“It’s pretty funny, so the idea came from that. And we wanted to do something different for our industry, because nobody’s really done anything like that,” says Lewis.

The jeweler isn’t promoting the Booker T video other than it being on YouTube and, as Lewis says, “seeing how many hits we can get.” But Booker T—who has a million followers on Twitter—sent out a tweet about it the other day, which at press time had already driven more than 800 views.

Lewis obviously hopes the video will go viral. “It seems like 100,000 views, you’re on the local TV station, and if you get a million views, you’re on national,” says Lewis.

“Why not? We filmed it the day before Valentine’s Day, on February 13, and we had a store full of customers who were cracking up the whole time,” Lewis told The Centurion. We filmed it pretty fast during the day with customers all around and we had to do some takes over and over because the customers just kept laughing,” he said.