Our Story
1930-1939
During
the depression years, Barnett chose to maintain a positive mental attitude. In
1932, he made a radical decision to double the size of the 11th and Walnut
store, remodeling in grand and elegant style. Helzberg's was the only expansion
of the year in Kansas City and became a symbol of courage in the community.
Throughout the depression, Barnett continued to spend on advertising and
promotion. In addition to newspaper ads, he sponsored a program on WDAF radio in
Kansas City. "The Helzberg Sweetheart Hour," entertained audiences with popular
music, sung by the lovely "Helzberg Sweethearts."
Barnett Helzberg always looked for ways to distinguish himself from competitors.
He developed the successful concept of selling Certified Perfect Diamonds --
diamonds that the jewelry industry labeled as perfect under 10 power
magnification, which became the cornerstone of Helzberg's merchandising program
for decades. By the end of the 30's, there were five Helzberg's stores,
including a store in a new market - Des Moines, Iowa.
