NEW LONDON, Minn. — Authorities have identified an Owatonna businessman who died in a tree-cutting accident near New London in west-central Minnesota.

Kandiyohi County Sheriff Daniel Hartog says 53 year-old Ted Raymond Paffrath was cutting down a large tree around on his family's land near Green Lake on Sunday when it fell on him.

The Owatonna People's Press ( ) reports he was an outdoors enthusiast and the owner of Paffrath Jewelers in Owatonna, which his grandfather started.

One of his promotions was once mentioned on David Letterman's late-night TV show. His annual "Diamonds and Guns Sale" promised men a shotgun if they purchased a diamond ring for their wife or bride-to-be. Depending on the value of the ring, the men would get a gift card from Cabela's they could use to purchase a gun.