{"id":4299963,"date":"2025-05-23T18:49:55","date_gmt":"2025-05-23T16:49:55","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/helzberg-diamonds\/"},"modified":"2026-03-06T17:05:32","modified_gmt":"2026-03-06T15:05:32","slug":"helzberg-diamonds","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-nl\/case\/helzberg-diamonds\/","title":{"rendered":"Tapping into a 100 year legacy to create a new modern classic"},"content":{"rendered":"
\n\tHelzberg Diamonds<\/p>Tapping into a 100 year legacy to create a new modern classic<\/p><\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n
\n\t\t\t
\n\t\t\t\n\t\t\t\t(  Services  )\n\t\t\t<\/p>\n\n\t\t\t\n\t\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\tBrand & Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\tCommerce\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\tCustomer Experience\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\tTech & Data\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\tFor over a century, Helzberg Diamonds has made it their mission to make people feel loved. <\/p>Out of every \u201cyes,\u201d \u201cI do,\u201d and \u201cjust because,\u201d they have cultivated a legacy of unconditional care, promises kept, and quality delivered.

    As the brand\u2019s technology agency of record, DEPT\u00ae helped Helzberg enter a bold, new chapter through a comprehensive series of projects spanning everything from technology and data to brand identity and expression.<\/p><\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n\n\tA sparkling mission <\/p>\n\tOur work with Helzberg began with technical improvements and quickly grew into something more: a partnership with a mission to reposition Helzberg as an elevated, legacy brand in today\u2019s jewellery market.

    To accomplish this mission, we worked with Helzberg to modernise and update their business from the inside out.

    Beginning with Helzberg\u2019s foundational digital applications, we focused on consolidating their tech stack and building a foundation that would enable Helzberg to realise the full potential of the Salesforce ecosystem<\/a> as a means of delivering a better, more personalised customer experience\u2014both online and in-store.

    We then introduced our team at BASIC\/DEPT\u00ae to help Helzberg elevate its brand with a comprehensive identity refresh and customer experience that reimagined the holistic online bridal journey.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\n\t<\/div>\n\n\n\tBuilding a comprehensive Salesforce ecosystem<\/h2>\n\tWorking with a different agency, Helzberg had been in the midst of replatforming from Magento to     Salesforce<\/a> Commerce Cloud (SFCC). However, at launch, the project wasn\u2019t delivering the expected conversion improvements, and Helzberg made the decision to reach out to DEPT\u00ae.

    Understanding the urgency of the issue, we jumped in straightaway with our conversion rate optimisation services. An iterative, agile approach boosted their site\u2019s experience, and we observed rapid-fire growth that ultimately increased Helzberg\u2019s year-on-year (YoY) conversion rate by 10% within eight months.

    Having helped Helzberg realise value in SFCC, our mission to help them unlock the full potential of a complete Salesforce ecosystem began in earnest.

    <\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n\n\t\n\tTo start, we introduced Salesforce Service Cloud (SFSC), which unlocked Salesforce\u2019s suite of omnichannel e-commerce solutions, enabling Helzberg to deliver a more seamless and interconnected online customer experience.

    Next, we turned our attention to Helzberg\u2019s email marketing system and Salesforce Marketing Cloud (SFMC). In this instance, Helzberg had already begun to realise some value from a partially implemented SFMC setup. However, the behavioural triggers they depended on were still being powered by a separate system.

    By migrating these triggers into SFMC, we were able to unify Helzberg\u2019s entire marketing ecosystem under a single platform. This transition unlocked valuable tools such as website activity profiling, subscription management, product recommendations, and personalisation.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\n\t<\/div>\n\n\n\tBringing personalisation in store <\/h2>\n\tWith a base of high-consideration, high-value customers, Helzberg has always strived to cultivate a meaningful experience that honours the significance of their purchases. In this way, the foundation that we helped build in Salesforce provided an invaluable source of personalisation to Helzberg\u2019s business.\u00a0

    Service Cloud, for example, provided the tools Helzberg needed to create a seamless online experience and helped improve the in-store experience.

    By fully integrating the in-store clienteling application with their e-commerce platform, we helped Helzberg\u2019s team deliver a more seamless customer experience. A unified view of customer IDs and expanding the available stock and options allowed the in-store associate to service customers better.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\n\t\t\t\n\t<\/div>\n\n\n\t\n\tTo further deepen the in-store experience, we also leveraged Salesforce Experience Cloud to build a     custom mobile application<\/a> designed specifically for Helzberg’s gemstone viewing equipment as part of their in-store Diamond Room experience, a highly personalised experience that is a key differentiator within the luxury jewellery market.

    The specialised nature of the Diamond Room equipment meant that we could have envisioned the app\u2019s function as purely scientific. However, after discussing the vision for the application with Helzberg, we decided to focus on simplicity.

    The final result enabled store associates to share their expertise in an exciting new way, allowing customers to see the craftsmanship and beauty of the pieces up close and personal.<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tRenewing a legacy for a new generation<\/h2>\n\tHaving built the technical foundation for Helzberg to carry their legacy of service and stories to a new generation of modern consumers, we also wanted to ensure that this transformation was reflected in Helzberg\u2019s brand expression.\u00a0

    The Helzberg identity was rooted in a rich history of quality products and\u00a0personalised, best-in-class service. We saw an opportunity to define the Helzberg brand as a new modern classic by leaning into elements of their legacy and bringing them back to life with a fresh, story-driven perspective.\u00a0\u00a0

    Using this approach, we developed \u201cA Legacy of Unconditional Care.\u201d A new brand platform that modernised and put renewed emphasis on the care, service, and customer-first ideology that Helzberg\u2019s legacy was built on.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n\n\t\n\tTo create a visual identity that felt truly timeless, we created a layered brand expression\u2014including a new logo, fresh colour palette, and design system\u2014that combined authenticity with texture and a unique sense of story worthy of Helzberg\u2019s century-old legacy.\u00a0

    We also crafted a new set of principles around tone of voice and content direction that\u00a0prioritise\u00a0emotional honesty over polished perfection. As a premium brand, Helzberg should feel service-forward, curated & unique\u2014exuding a certain quiet confidence that comes off as real and relatable, not stuffy or\u00a0highbrow.

    The results add clarity and specificity to Helzberg\u2019s approach toward the fine jewellery experience, emphasising the value of their perspective as one of the last names remaining in legacy jewellers while renewing their brand\u2019s emphasis on the intimacy of human connection expression.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\n\t<\/div>\n\n\n\tReimagining the bridal journey<\/h2>\n\tThe\u00a0jewellery\u00a0industry wasn\u2019t the only thing that changed throughout Helzberg\u2019s history. Modern love had as well\u2014and how people shop for engagement and wedding\u00a0jewellery.\u00a0

    We reimagined the online bridal journey for the modern customer with a two-fold strategy spanning Helzberg\u2019s existing Diamond Room experience and a new experience we created together, the Love & Marriage Studio.

    Our approach for both experiences sought to further differentiate Helzberg within the\u00a0jewellery\u00a0market by incorporating its brand\u2019s unique POV within a seamless, omnichannel customer journey.\u00a0

    Helzberg could elevate its digital experience beyond a transaction-oriented pathway to one that feels like a natural extension of the brand\u2019s defining trait: personalised, expert-driven service that fosters every customer\u2019s love story through inspiration, utility, and care.\u00a0<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n\n\tThe Love & Marriage Studio<\/h3>\n\tWith the Love & Marriage Studio, we worked with Helzberg to bring to life a digital hub to help visitors feel inspired, get focused, and access services as needed for all the ways love is celebrated\u2014from engagement to \u201cI do,\u201d anniversaries, and beyond.\u00a0

    By introducing a hub like this, we built an engaging experience to establish a new\u00a0vernacular\u00a0and inspire new\u00a0behaviours\u00a0while showcasing Helzberg’s longer-term potential. We were thrilled to learn that, within two months of its launch, Love & Marriage Studio earned 45k unique sessions from users eager to see their story unfold.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n\n\tDiamond Room <\/h3>\n\tWe took the Diamond Room, traditionally an in-store experience, and repackaged it as a fully realised digital experience.\u00a0

    As a digital experience, the Diamond Room offered a closer look and analysis of individual diamonds and pieces. It educated customers on the \u201c4Cs\u201d (cut,\u00a0colour, clarity, and carat) and gave them an up-close and personal sense of their piece.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n\n\tTying the bow on top<\/h2>\n\tThe 2024 holiday season marked the beginning of a new era for Helzberg, and they wanted to celebrate the occasion by showcasing their newly refreshed brand.\u00a0

    Our production team was pulled in to develop an\u00a0omnichannel\u00a0campaign that reflected the ethos of Helzberg\u2019s new brand platform and their recommitment to authentic storytelling.\u00a0

    The holiday-inspired campaign\u2014which ran across platforms including CTV\/OLV, YouTube, and social\u2014proved to be a big success. On YouTube, people who viewed Helzberg\u2019s video ads were 1.4x more likely to search for the brand, while those exposed to Helzberg\u2019s reach campaign on the platform were 2x more likely to search for Helzberg.\u00a0

    In addition to a range of holiday-specific themes, our production team included plenty of\u00a0evergreen bridal storytelling moments. Within the CTV campaign, these bridal spots drove a 42% increase in Omni ROAS\u00a0year-on-year (YoY)\u00a0for Helzberg.\u00a0<\/strong>

    Best of all, these evergreen moments have a built-in versatility that ensures Helzberg is well-placed to deliver a range of high-performing placements for key marketing moments throughout the\u00a0calendar year.\u00a0<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n\n\tA timeless legacy continues<\/h2>\n\tLike diamonds, Helzberg\u2019s legacy wasn\u2019t created overnight. It was cultivated over a hundred years of meticulous craft and determination to give every couple the perfect testament to their love.\u00a0

    Throughout our work together, we\u2019ve never sought to change this legacy, only to amplify it. As a\u00a0modernised, elevated, and refreshed brand, the possibilities for Helzberg\u2019s next hundred years are more exciting than ever\u2014but we\u2019re confident that unconditional care and commitment to craft will remain at the heart of all they do.<\/p><\/div>\n\t\n\t<\/div>\n\n
    \n\t\u201c<\/span>\n\tHere\u2019s what I\u2019ll say. I want to know this brand. Having been along in this journey, the outcome is, honestly, emotional. Our brand expression is so genuine, we are going to stand apart from the rest. <\/p>\t
    \n\t\u201d<\/span>\n\n\tHelzberg President & Chief Brand Merchant<\/p><\/blockquote>\n\n
    \n\t\n\t\n\t\t\t\n\t\t\tCredits\t\t<\/p>\n\t\n\t\t\t\n\t\t\t\t\t\t\t
    \n\t\t\t\t\t

    \n\t\t\t\t\t\t(  <\/span>Production  )<\/span>\n\t\t\t\t\t<\/p>\n\n\t\t\t\t\t

    \n\t\t\t\t\t\tBRYGHT YOUNG THINGS (BYT)\t\t\t\t\t<\/p>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

    \n\t\t\t\t\t

    \n\t\t\t\t\t\t(  <\/span>Direction  )<\/span>\n\t\t\t\t\t<\/p>\n\n\t\t\t\t\t

    \n\t\t\t\t\t\tANNA POlLACK, BYT \t\t\t\t\t<\/p>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

    \n\t\t\t\t\t

    \n\t\t\t\t\t\t(  <\/span>DP  )<\/span>\n\t\t\t\t\t<\/p>\n\n\t\t\t\t\t

    \n\t\t\t\t\t\tEMERSON DUGGAN, BYT \t\t\t\t\t<\/p>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

    \n\t\t\t\t\t

    \n\t\t\t\t\t\t(  <\/span>Film  )<\/span>\n\t\t\t\t\t<\/p>\n\n\t\t\t\t\t

    \n\t\t\t\t\t\tRIELLY DUNN, BASIC\/DEPT\t\t\t\t\t<\/p>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t

    \n\t\t\t\t\t

    \n\t\t\t\t\t\t(  <\/span>Talent  )<\/span>\n\t\t\t\t\t<\/p>\n\n\t\t\t\t\t

    \n\t\t\t\t\t\tBRITTANY RANDLE
    RICKY RANDLE
    HAYLEY LANGER
    JENLY CRESPO
    JOYCE HTET
    MATTHEW BECKSTROM\t\t\t\t\t<\/p>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":50,"featured_media":4287870,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#475A77","dept_next_case_accent_color":"","dept_case_video":{"type":"local","id":4287807,"url":"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/04\/1.mp4"},"footnotes":""},"client":[42172],"case-category":[42386,42389,42394,42384],"award":[],"person":[39746],"case-industry":[42388],"class_list":["post-4299963","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"\nFeatured work: A new digital experience for Helzberg Diamonds - DEPT\u00ae<\/title>\n<meta name=\"description\" content=\"We helped Helzberg enter a new era through a comprehensive series of projects spanning everything from technology & data to brand identity & customer experience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.deptagency.com\/en-nl\/case\/helzberg-diamonds\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Featured work: A new digital experience for Helzberg Diamonds - 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