Helzberg Diamonds to unveil new store concept in New York, Dallas
Helzberg Diamonds is set to unveil a new store experience in two markets.
The jewelry retailer is opening a new store concept designed to elevate the shopping experience and reflect the way it says today's couples shop: collaboratively, with a desire for customization, education and seamless integration of digital and in-person experiences. The new experience is now open at Roosevelt Field shopping center in Garden City, N.Y., and is expected to open before Thanksgiving in Dallas.
One of the key elements of the new concept is an interactive "custom bar" where couples can personally design rings. The jeweler's workshop is also visible, giving shoppers first-hand insight into Helzberg’s designers’ craftsmanship.
Stores will also feature a specially-curated selection of elevated pieces, including a larger diamond carat-weight offering in engagement rings and wedding bands, and an expanded offering of Helzberg’s Luxe Jewelry collection that showcases upscale designs. The in-store experience is complemented by digital resources, including the “Love & Marriage Studio,” which provides education, inspiration and free access to expert resources.
The new retail environments were built to align with insights from Helzberg's “2025 Engagement & Ring Shopping Survey," which revealed 83% of couples say the ability to purchase in-store is important, and nearly three in five plan to consult a jeweler and buy in person.
The findings also reveal that 47% of shoppers rate the ability to customize their ring as very important, and 76% would invest more in a custom design — preferences that are front and center in the new store features.
"Helzberg's new stores are built around what our customers tell us they value most — personalization, expert guidance and a seamless journey from site to in-store experience," said Mitch Maggart, Helzberg executive VP, chief retail officer. "This is the next step in Helzberg's commitment to meet the customer wherever they shop, seamlessly connecting the online inventory, in-store experience, and endless custom options to make every piece as personal as the moment it celebrates.”
Based in North Kansas City, Mo., and a subsidiary of Berkshire Hathaway Inc., Helzberg Diamonds operates 160 stores nationwide.