Helzberg Diamonds: Helzberg Diamonds Breaks the Rules of Engagement

Helzberg Diamonds, a jewelry retailer, increased brand awareness across the US by launching a placeholder engagement ring to take the stress out of choosing a ring for the big event.

Situation

Helzberg Diamonds, a Berkshire Hathaway-owned company with more than 200 stores across the U.S., was losing share due to the decline of mall traffic, online competitors and more modern choices such as Etsy. Because wedding jewelry is a large portion

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