Here's To Love Helzberg Diamonds Unveils Its New Look

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Celebrating love in all its forms.

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Celebrating all of life’s special moments and making people feel loved has been a part of our company since we began 100 years ago and it always will be.

After celebrating its 100th anniversary this year, Helzberg Diamonds establishes a new brand position to begin their next 100 years. The new positioning is built off of the company’s core values and is steeped in their iconic I Am Loved roots – a shared purpose to make people, both customers and Associates, feel loved.

“Celebrating all of life’s special moments and making people feel loved has been a part of our company since we began 100 years ago and it always will be,” said Beryl Raff, Chairman and CEO of Helzberg Diamonds.

The new brand position introduces a creative palette that is both modern and fresh, featuring updated colors, a modified logo, and uses more lifestyle imagery that is spontaneous and playful. The new tagline – Here’s to Love – is a brand statement about customers and their lives. Collectively, these updates showcase the brand’s true spirit and communicate its understanding of why people shop for jewelry. It’s more than selection, price or quality, it’s a genuine interest in peoples’ lives.

“Here’s to love is a brand statement built around our customers. It celebrates their lives. It says – you matter; your love is something special,” Becky Higgins, Senior Vice President and Chief Marketing Officer said.

The new branding will be seen across all consumer touch points – broadcast, digital, direct mail and in-store. The cornerstone of the effort is Helzberg’s website, where customers most often get their first impression of the brand. With this rebranding, the site is fully responsive, adapting to the new norm of shopping from a phone or tablet. Other site updates include enhanced product content, user generated content and makes features like appointments, in-store inventory and in-store pick-up easier to use.

Helzberg and its brand agency partners at Krause did extensive research and talked with both Associates and customers to guide the re-branding effort. Helzberg wanted to communicate its unique spirit and passion for caring for customers as true friends, celebrating in the most important moments of their lives while honoring its 100 year heritage.

About Helzberg Diamonds
Helzberg Diamonds®, a retail and online jewelry store focused on customer service, was founded in 1915 and has more than 230 stores nationwide, featuring a wide selection of fine jewelry, including diamond engagement rings and wedding rings, precious gems and watches. Helzberg Diamonds takes pride in its history of offering exceptional value, exclusive designs and timeless jewelry. Helzberg Diamonds is based in North Kansas City, Mo., and is a subsidiary of Berkshire Hathaway Inc. (NYSE symbols BRK/A and BRK/B). For the locations nearest you, call 1-800-HELZBERG (800-435-9237) or visit

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Marti Greathouse
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