Helzberg Diamonds Launches Synthetics Line

RAPAPORT… Helzberg Diamonds has launched its own
collection of lab-grown jewelry, Light Heart, citing increased consumer demand for synthetics.



The jeweler — owned by Warren Buffett’s Berkshire Hathaway
— first introduced the line late last year in a limited number of its
stores, it told Rapaport News
Wednesday. Prices of Light Heart items on Helzberg’s retail site ranged from $400 to $9,000 at press time.


“Helzberg Diamonds is committed to providing customers with
jewelry options to best fit their styles and tastes — whether traditional mined
diamonds or lab-grown diamonds,” a company spokesperson said. “We continue to
evaluate consumer response to our lab-created-diamond offerings.”



Helzberg has been stocking other brands’ synthetic-diamond jewelry since
late 2017, including bridal and other jewelry from ALTR Created Diamonds.


The company is the eighth-largest jewelry retailer in the US
by revenue, according to National Jeweler’s “State of the Majors” report for 2018. It operates 210
stores throughout the country.


Image: A pair of Light Heart lab-grown-diamond earrings. (Helzberg Diamonds)