Helzberg Diamonds has officially dropped "Diamonds" from its name and will now simply be known as Helzberg. The change reflects the company's broader offerings beyond diamonds, as explained by CEO Brad Hampton of the 163-store chain. "We think it's a simpler name. It better reflects who we are. We are a full jeweler that sells much more than just diamonds," Hampton told JCK. "It broadens the appeal, and it's easier for consumers to recognize. Many of our customers already refer to us as Helzberg."
Hampton emphasized that diamonds remain a core part of Helzberg's business. "We are absolutely not moving away from diamonds," he noted. The Berkshire Hathaway–owned company was an early adopter of lab-grown diamonds and continues to sell them in large quantities, with no plans to change this strategy. "Natural diamonds are still a big part of our business, but we also see healthy demand for lab-grown diamonds, especially in the engagement sector, as well as in fashion jewelry," Hampton added.
Lab-grown diamond prices have generally fallen, but Hampton said Helzberg has managed to offset much of this impact due to the wide range of lab-grown diamonds it offers. "Lab-grown diamonds remain a financially healthy part of our business," he said, noting only a slight shift in consumer demand toward natural diamonds, but nothing significant.
In addition to the name change, Helzberg is also updating its brand identity, switching its store color from burgundy to blue for a "more vibrant, welcoming, modern look." The company also unveiled a new logo that is intended to be both "timeless" and forward-looking, capturing the rich heritage of the brand, which has been around since 1915. "This new branding brings the heritage forward in a fresh and modern way, better reflecting who we are today," Hampton explained.
Helzberg has also invested in its online capabilities, resulting in double-digit growth in e-commerce sales year-over-year. Although the retailer has reduced its brick-and-mortar footprint from over 230 stores to 163, Hampton believes the current number will remain stable. "In some cases, we are relocating stores from malls to off-mall locations, and in other markets, we are exploring opportunities for expansion," he said. Currently, around 70% of Helzberg stores are located in malls.