Helzberg Recruits NFL Star to Introduce Fifth ‘C’ of Diamonds

MajorsJul 28, 2021

Helzberg Recruits NFL Star to Introduce Fifth ‘C’ of Diamonds

The jewelry company wants to guide customers making the choice between a natural and a lab-grown diamond.

Travis Kelce, a tight end for the Kansas City Chiefs, is partnering with Helzberg Diamonds to help one lucky groom choose the perfect engagement ring as part of the company’s diamond education initiative.
Kansas City, Mo.—Helzberg Diamonds is revamping the “four Cs” of diamond buying as shoppers navigate the option of a natural or a lab-grown diamond.
In addition to a diamond’s cut, color, clarity, and carat weight, the jeweler is adding a new “C,” choice.
“Now more than ever, ring shoppers have options when it comes to choosing a real diamond that’s right for them and their budget. Lab-grown diamonds are real and unique diamonds that provide consumers with more choices and more sparkle for their spend,” said Helzberg in a press release.
Helzberg diamond experts will educate customers about the differences and similarities between natural and lab-grown diamonds, adding the main difference is how they’re sourced.

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The price-to-carat ratio of a lab-grown diamond costs less than a natural diamond of a similar size, noted Helzberg, making it a good option for an “informed shopper.”
“Lab grown diamonds offer more choices. They’re one of a kind, just like natural diamonds are. It’s nearly impossible to tell them apart, and the only difference is their origin,” said Wendy Gibbone, a Helzberg diamond expert.
The jewelry company teamed up with British designer Jenny Packham on a lab-grown diamond bridal collection in February.
To promote the new campaign, Kansas City Chiefs All-Pro Travis Kelce will help one prospective groom learn the ins and outs of diamond buying before choosing the perfect ring and planning out a proposal.
“Style is a big part of who I am and how I express myself,” said Kelce, a diamond enthusiast in his own right.
“I am excited to learn alongside a fan about the new choices for real diamonds and help him out with his perfect proposal plan.”
Next month, Helzberg Diamonds will share more about the proposal on its social media channels.
Helzberg Diamonds has partnered with the Kansas City Chiefs before, inking a deal with quarterback Patrick Mahomes in September 2019 on a limited-edition jewelry collection.

For more information, visit the Helzberg Diamonds website.
Lenore Fedowis the associate editor, news at National Jeweler, covering the retail beat and the business side of jewelry.

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