North Kansas City’s Helzberg Turns Heads with a Fresh Rebranding!
In a bold move aimed at catching the eye of younger consumers, North Kansas City-based Helzberg has decided to rebrand itself, simplifying its name from Helzberg Diamonds to just Helzberg. After more than a century of selling high-quality jewelry, the company is looking to shine even brighter by embracing a modern twist. This isn’t just about changing a name; it’s a strategic makeover to appeal to a new generation of shoppers!
Why the Change?
According to CEO Brad Hampton, shortening the name is all about relevance. “We think shortening the name makes it more meaningful to customers,” Hampton explained. “It doesn’t restrict who we are and what we stand for.” Inspired by global brands like KFC and Dunkin’, which have similarly condensed their names to reflect their broader offerings, Helzberg aims to shake off the old while keeping the spirit alive.
The rebranding also features a stunning new color palette, trading in the beloved burgundy for vibrant shades of blue. Hampton noted that these colors are more welcoming and tie back to Kansas City’s identity as the “city of fountains.” Talk about a refreshing change!
Going Digital: Where Customers Are
Recognizing the trend of consumers shopping online, Helzberg is investing heavily in its digital presence. “We’ve shifted most of our media investments out of traditional channels and into the digital realm,” Hampton said. This adaptation is all about connecting with customers where they feel most comfortable. The online experience is set to reflect the luxurious feel of Helzberg’s physical stores.
To kick off this digital journey, the company introduced two exciting tools for customers. The custom ring builder allows users to design their perfect ring with a sleek 3D model, making it super easy to try before they buy — all from the comfort of their own home! Plus, the new Love & Marriage Studio breaks down the often-overwhelming process of selecting a ring, offering personalized guidance through various categories. Customers can even start online and finish in-store, blending convenience with the personalized service Helzberg is known for.
Appealing to All Budgets
In addition to elevating its online offerings, Helzberg recognizes the importance of offering various price points. Given the current economic climate, where consumers are more selective about their purchases, offering a mix can help boost sales. “We want Helzberg to be relevant to a broader segment of consumers, especially younger consumers who may be thinking about buying jewelry for the first time,” Hampton said.
Thus, the expansion of both luxurious jewelry options and more affordable demi-fine jewelry is a key focus. With options like gold plating and lab-grown diamonds, shoppers can snag a trendy look without breaking the bank. “It’s an opportunity to get a trendy, fine jewelry look without the cost of solid gold,” Hampton highlighted. This clever strategy makes fine jewelry accessible to a broader audience!
Looking Ahead
What’s next for Helzberg? With over 170 stores in its arsenal, the future is bright according to Hampton. “We’re lucky that we’re in a space that is meaningful in people’s lives,” he said. “There’s going to continue to be love and marriage, and we’re going to continue to be the best partner through that process.”
In a nutshell, Helzberg is excited to bring its revamped brand to a new generation, ensuring that it remains a relevant and exciting option for future jewelry shoppers. With these changes, the message is clear: Helzberg isn’t just a jewelry store; it’s a celebration of love, style, and everything that sparkles!
