About Us
|
 |
| 1960-1969 |
|
|
|
Our Story
1960-1969
In 1963, Barnett Sr. stepped up to Chairman of the Board, giving Barnett
Jr., then 29 years old, responsibility for leading the company. He carried on
the tradition of innovative promotion with attention-getting advertisements. One
such promotional idea made a national name for Helzberg Diamonds.
It was 1967 and Barnett Jr. was making wedding plans. From a simple sketch
inspired by his engagement, he had an idea to create the
'I Am Loved®' button and a
promotional campaign was developed to support it. Within weeks, everybody
everywhere wanted buttons. In fact, I Am Loved spread around the world and the
buttons were translated to French, Italian, Spanish and Hebrew. The campaign's
instant success was a marketing phenomenon. Helzberg also opened its first store
in a covered, suburban shopping mall in 1967, a move that eventually would
redirect the focus of the company. Helzberg began to look toward regional malls
for expansion opportunities.
|
|
|
|
