With over 200 stores across the United States, you’ll find a location in a local mall almost no matter where you live.
But is Helzberg Diamonds a good option for you? And is their diamond jewelry everything their marketing claims?
In short, no.
Let’s see why most Helzberg reviews don’t recommend this nationwide company.
The inspiring history of Helzberg
Helzberg has an incredible origin story. It all started over a century ago, whenMorris Helzberg, a Russian immigrant,opened the first store in Kansas in 1915.
But soon after founding the store, Morris suffered a stroke and couldn’t keep up with business operations.
His oldest son was in college and the next-oldest a soldier in World War I, so the business responsibilities fell to his youngest son Barnett, who started managing the store over atjust 14 years old.
Barnett found his calling in running the business and did so even when his brothers returned.
In the 1960s, Barnett passed the store down to his son Barnett Helzberg, Jr., who grew it into the third-largest largest jewelry chain in the country. He used various advertising campaigns, including the “I am loved” pins that Helzberg continues to use today.
In the 1990s, Barnett Jr. decided to put the chain on the market and. It caught the eye of billionaire investor Warren Buffett, who bought the company in 1995 as a subsidiary of Berkshire Hathaway.
As you probably know, Helzberg is far from the only mall jewelry retailer. Its two largest competitors includeKay Jewelers andZales, along with many others.
So what sets Helzberg apart? The frank answer is—nothing much. As we’ll see in the more detailed Helzberg reviews, it’s mostly like any other retailer.
One marketing technique unique to Helzberg is their“Elope here” campaign, launched in 2019. They’ve ordained hundreds of associates through the Universal Life Church, meaning you can get married inside a jewelry store!
Helzberg specializes in fine jewelry, especially engagement ring and wedding band sets. And while they market themselves as the Helzberg diamond store, they also sell pieces with other gemstones, including moissanite, pearls, and birthstones.
You’ll find precious metal pieces made of yellow gold, rose gold, white gold, platinum, and sterling silver. Unlike many mall jewelers, you won’t findcostume jewelry mixed in with their selection.
Most of their pieces are the same type of jewelry you’d find at other mall jewelers. Gem lab GSI rates their diamonds. As we’ve written before, GSI isn’t areliable diamond certification agency.
Helzberg Diamond’s jewelry starts at a few hundred dollars and goes up from there, depending on the size and quality of the gemstone you choose.
The one area where Helzberg sets itself apart a bit is with its Masterpiece Collection. These are genuinely top-notch diamonds and as good as you’ll find at any jeweler.
AGS—a different diamond lab than GSI, which certifies most Helzberg diamonds—inspect their Masterpiece Collection.
(This little fact is all you need to know about the quality of the rest of their selection.)
They also advertise that you can design a custom ring, though their options are limited, as we’ll see next.
Helzberg reviews: The good, the bad, and the ugly
To start with, Helzberg is a reputable, reliable company that’s successful and profitable (in large part due to its association with Berkshire Hathaway).
The company has an A+ rating from theBetter Business Bureau, which is the best score a brand can receive. It’s a trustworthy and stable company.
But when it comes to the quality of the products, it’s a different story. The biggest complaint from the expert reviews I’ve read is that Helzberg prices its jewelry as a “premium” mall jeweler, but other than Masterpiece diamonds, the products don’t stand apart.
AtThe Diamond Pro, Michael Fried gives Helzberg 1⅓ out of 5 stars. He writes that he was disappointed with the high prices and lack of ambiance in the store, comparing it to shopping at LensCrafters.
Richard Jenkins atYour Diamond Guru gave Helzberg 2 stars of 5, explaining that there was no unique selling point to set it apart from competitors.