Helzberg Unveils New Store Concepts in New York and Dallas, Reinvigorating the Brick-and-Mortar Jewelry Experience for Today's Couples

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Helzberg (NYSE:A) will open redesigned stores in New York and Dallas in November 2025, unveiling next‑generation brick-and-mortar concepts that combine digital discovery with hands-on craftsmanship. The new stores feature an interactive custom bar, a visible jeweler's workshop, a larger diamond carat-weight assortment in engagement rings and wedding bands, and an expanded Luxe Jewelry collection.

A company consumer study found 83% of couples say the ability to purchase in-store is important, nearly three in five plan to consult a jeweler and buy in person, 47% rate ring customization as very important, and 76% would invest more in a custom design. Helzberg also highlights digital support via its Love & Marriage Studio for pre-visit education and inspiration.

KANSAS CITY, Mo., Nov. 6, 2025 /PRNewswire/ -- Helzberg is redefining the future of jewelry shopping with the launch of its innovative new store concepts in New York and Dallas, opening in November. These next-generation brick-and-mortar stores represent a bold investment in an elevated, interactive luxury shopping experience where digital discovery meets hands-on craftsmanship.

Aligned with insights from Helzberg's latest consumer study, the new retail environments are purpose-built for how today's couples shop: collaboratively, with a desire for customization, education, and seamless integration of digital and in-person experiences. According to the study, 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.

Key elements of the new concepts include an interactive "custom bar" for couples to design together, a view into the jeweler's workshop where craftsmanship takes center stage, and a welcoming, comfortable environment for what is sometimes the biggest purchase of a customer's life so far. Stores will also feature a specially curated selection of elevated pieces, including a larger diamond carat-weight offering in engagement rings and wedding bands, plus an expanded Luxe Jewelry assortment that showcases upscale designs for discerning luxury customers. The in-store experience is fully complemented by Helzberg's digital resources, including the Love & Marriage Studio, which provides education, inspiration, and free access to expert resources before couples ever visit a store.

"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."

Helzberg champions the belief that every couple deserves to find the ring that's right for their story, whether lab-grown or natural, diamond or gemstone, in-store or online. Helzberg's investments in both digital and reimagined brick-and-mortar spaces is data-driven and customer-first, blending a legacy of trusted service with the innovation today's shoppers expect.

About Helzberg
Helzberg is a retail and online fine jewelry store with a legacy of service, craftsmanship and innovation since 1915. Known for its rigorous quality standards, Helzberg has over 160 stores nationwide featuring a wide selection of natural and lab grown diamond engagement rings, fine and demi-fine fashion jewelry, precious gems and watches. Helzberg is based in North Kansas City, Missouri, and is a subsidiary of Berkshire Hathaway Inc. (NYSE: BRK/A) (NYSE: BRK/B). For the locations nearest you, visit Helzberg.com or call 1-800-HELZBERG (800-435-9237).

 

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SOURCE Helzberg

FAQ

When will Helzberg (A) open its new stores in New York and Dallas?

Helzberg is opening its new store concepts in New York and Dallas in November 2025.

What in-store features will Helzberg (A) offer in the November 2025 openings?

The stores include an interactive custom bar, a visible jeweler's workshop, larger diamond carat-weight options, and an expanded Luxe Jewelry assortment.

What customer research did Helzberg cite about shopping behavior for rings?

Helzberg's study found 83% of couples value in-store purchase, nearly 60% plan to consult a jeweler and buy in person, 47% say customization is very important, and 76% would spend more on custom design.

How does Helzberg (A) integrate digital tools with the new store experience?

The in-store experience is complemented by digital resources including the Love & Marriage Studio, which offers education, inspiration, and expert resources before visits.

Will Helzberg (A) offer lab-grown and natural diamond options at the new stores?

Yes; Helzberg emphasizes both lab-grown and natural diamonds, plus gemstone options, available in-store and online.