Helzberg Diamonds: From hurting love to helping love

Helzberg Diamonds, a jewellery 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.

Business Challenge

Drive cultural relevance and shopper traffic

Helzberg Diamonds is a time-honored company with over 100 years in a time-honored category – wedding and engagement jewelry. But the brand was fading from visibility and relevance in a category that was itself under siege.

Changing times presented two basic business threats to Helzberg as a mostly mall- and physical-store-based retailer:

  1. Falling U.S. mall traffic puts 20%-25% of all malls at risk of closure in the next five years*, meaning reduced passing foot traffic to drive shoppers and ultimately, sales.
  2. A combined attack of new ecommerce-only and discount stores dominated the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands