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Kansas City, Mo.--Helzberg Diamonds has announced the launch of Helzberg Heroes, a military program aimed at showing those in the military--whether on active duty or retired--and their families that they are loved and appreciated for their service to the United States.

“Military support is an important part of Helzberg’s heritage,” Beryl Raff, chairman and CEO of Helzberg Diamonds, said, explaining how the company sent soldiers serving in Southeast Asia “I Am Loved” buttons 30 years ago. “The new Helzberg Heroes program will continue our tradition.” 

Helzberg Heroes will celebrate the military community by offering two opportunities: a contest to win a $10,000 Helzberg Diamond shopping spree, and a special military offer in stores.

The Helzberg Heroes contest asks military members and their families to share their best “I Am Loved” stories, showcasing the special moments of how communities support their heroes and how active military members express their love for their families while deployed. Active duty, reservists, career military, retirees and families can share their “I Am Loved” stories here.

The deadline to submit stories is Nov. 28. Helzberg will award the best story with a $10,000 shopping spree redeemable at any Helzberg Diamonds retail store.

The in-store military offer is a 10 percent discount on all merchandise in the store (except gift cards) from Nov. 1-28, which can be combined with any other in-store offers. Those who wish to take advantage of the discount must present a military ID.

Both the “I Am Loved” contest and in-store discount is open to all active duty and retired career military personnel, serving in any military branch of the U.S., including the Coast Guard, Army, Navy, Air Force and the Marines.

Based out of North Kansas City, Mo., Helzberg Diamonds is a retail and online jewelry store focused on customer service. Founded in 1915, the company has more than 230 stores nationwide.