Helzberg Diamonds

Founded in 1915, a jewelry retail chain veteran flourishes with a 20-year online legacy🖥️🙌🏻
Price and Value
Shopping Experience
Services and Warranty

Have you heard of Helzberg Diamonds?

If you’ve shopped in a mall or local plaza recently, you may have stumbled across Helzberg Diamonds. And, if you’re in the market for a new piece or engagement ring, you may be wondering whether Helzberg is a good place to start your search. Lucky for you, we’ve put together a comprehensive Helzberg Diamonds review with details regarding their inventory, shopping experience, customer service, and more.

Without further ado, let’s take a closer look at Helzberg Diamonds to see if they’re the right company for you.🤔

Helzberg Diamonds Review

A brief history of Helzberg Diamonds

Helzberg Diamonds is actually one of the oldest jewelry chains in the U.S., starting their journey in Kansas in 1915. The company grew steadily over the decades and launched an online presence in the 1990s, a little ahead of many current online retailers.

Today, the company is actually owned by Berkshire Hathaway—a Warren Buffett company—and has a few hundred stores plus their online platform. Many of the brick-and-mortar locations remain in malls and shopping centers, but it’s not unheard of to find standalone buildings as well. Overall, Helzberg Diamonds has steadily grown into a household name in jewelry.👌🏻

Helzberg Diamonds review: Pros and cons

Don’t have time for the full article right now? Don’t worry! We encourage you to come back and read the details at some point, but here’s a roundup of the good and not-so-good you can expect from Helzberg Diamonds:


  • Both online and brick-and-mortar locations for easy shopping
  • Intuitive website design makes shopping Helzberg Diamonds’ collections a breeze
  • Safe, hassle-free return policy
  • Commitment to sustainability and clear instructions on how the company promotes ethical business practices
  • Plenty of promotions and deals to help make items more affordable🤑
  • Custom Engagement Ring Platform, wedding band builder, AND personalized jewelry builder if you don’t like any of the stock items✅👏🏻


  • No loose diamonds or gemstones
  • Only some diamonds are certified by AGS, so you won’t always know what you’re actually getting (diamonds may not be eye-clean)🙂
  • Unclear quality grades for diamonds (works by telling you the “minimum” grade you’ll get)
  • Barely any high-res images and videos for diamonds, so you can’t tell if there are any visible inclusions or blemishes
  • Items must qualify for care plans and warranties; not all plans are available for every item (and some don’t qualify for plans at all)

Inventory at Helzberg Diamonds

So what can you expect to find while shopping at Helzberg Diamonds’ website? Honestly, quite a bit! It’s not the massive inventory we can expect from larger online retailers like James Allen, Blue Nile, Brilliant Earth, etc., but it’s decent for a brick-and-mortar company that happens to also have a website. Let’s take a closer look at what you can expect:


Since Helzberg Diamonds doesn’t actually carry loose diamonds, the closest thing we can compare for this category is Helzberg diamond engagement rings and wedding jewelry.

Choosing from preset rings isn’t ideal since it’s nice to be able to choose your diamond and setting separately to customize your dream ring, but it can still work just fine. There are roughly 600 Helzberg diamond rings in various styles and about 400 wedding bands to choose from. Not the biggest selection, but it’s a great starting point for someone who may not quite know what style of engagement ring they want and don’t want to feel overwhelmed. There are also lab-grown diamond rings in the mix, which are great money-savers if you’re looking for a deal.

⚠️When it comes to diamond quality, things get a little iffy.

Ambiguous Diamond Quality Grade
Ambiguous diamond quality grades

For natural diamonds, you’ll find a “minimum color” and “minimum quality” grade for each center stone in the Details section of the product listing. While this can be somewhat helpful info, diamonds can still vary quite a bit within a few grades, so it’s not very specific to say the “minimum” grade you’ll get. 👉🏻For instance, some diamonds may have inclusions you can see with the naked eye and others may not, but they may all be within a grade or two of each other. For lab diamonds, quality isn’t listed at all, but rather the Details section just mentions the lab-grown stone comes with a GCAL certification. Some natural stones are also certified—they have AGS grades—but not all.

Overall, the selection is lovely, but if you’re a stickler for quality you may want to shop elsewhere. Those who don’t mind taking a risk on a slightly yellow or cloudy diamond will do just fine, but anyone looking for a high-quality diamond is better off sticking to retailers who allow you to choose from a large set of loose stones to ensure you get what you want.

Other jewelry

Helzberg also has a small inventory of other pieces outside of engagement or wedding pieces, including casual and formal rings, earrings, necklaces, bracelets, and even some jewelry for men such as rings and chains. There are about 1,000 rings of all kinds, 900 Helzberg diamond and gemstone earrings, 500 casual and special occasion bracelets, and a whopping 1,400 Helzberg diamond and gemstone necklaces. You also have the option to create personalized jewelry, but more on that later!

For watches, there are about 300 men’s and women’s watches to choose from, with brands like Movado, G-Shock, Tissot, and Citizen. The selection is small, but the options are rather timeless (ha, get it?) and can work for any occasion.

There are a few brand names among Helzberg’s stock as well if you’re looking for something unique. You can find pieces from Enchanted Disney, Jenny Packham, and Zac Posen as well as beautiful moissanite items from Charles & Colvard, a premiere dealer in sparkling gemstones that often serve as a replacement for diamonds.

The Helzberg Diamonds shopping experience

How’s the shopping experience at Helzberg Diamonds? Most customers agree that it’s pretty straightforward, convenient, and stress-free. That was our experience as well, but we’ll go over some details below to highlight any major benefits or drawbacks.

Custom jewelry platforms

We love a jeweler that gives customers the option to create their own pieces, and there are three ways to do so at Helzberg. You can use the custom engagement ring builder, wedding ring builder, or personalization platform for gemstone jewelry. We’ll talk a little about each below.

Custom engagement ring builder

The custom engagement ring builder is a fun tool to play around with to get ideas for your own custom ring. You can alter the ring’s style, size, center diamond shape, origins, size, and quality, crown and side details, metal colors, and even add engraving. So, there are plenty of ways to mix and match the available options to make a ring that’s right for you, 💡but if you’re looking for a quality diamond, you’ll run into many of the same issues you may have experienced when looking at preset rings in Helzberg’s collection.

This is because you can only really choose between two or three “Center Diamond Quality” options. For the ring we chose to build, the highest color we could get was I, which will most likely have a little warmth to it. For a lab diamond build, H and F were possibilities, which are much better options. The same goes for clarity: the natural diamond came in I, SI, and a VS2 option, whereas the lab diamond had guaranteed VS2 clarity.

Diamond Quality Options for Custom Engagement Rings

Again, if you really want to ensure you have an eye-clean diamond, we recommend going to another retailer who will allow you to hand-select your stone. Otherwise, Helzberg’s custom ring builder can be fun to play with while creating a custom design.

Custom wedding ring builder

This is a unique option among diamond retailers, but Helzberg gives shoppers the opportunity to create a custom men’s wedding band if they so choose. And it’s actually rather thorough! You can choose the metal, any overlay you like, details regarding the width and profile of the band, the finish, inlays or gemstones, custom inside details, and the size of your ring for a fully customizable wedding band.😎 Men often get the short end of the stick when it comes to their wedding rings and have to settle for something already in stock, so this is a major highlight of the Helzberg website!🥳

Jewelry personalization platform

Personalized jewelry is always a big hit for Mother’s Day, Christmas, or even birthdays or graduations where custom name necklaces are a popular choice. Luckily, Helzberg Diamonds helps customers personalize jewelry quickly and efficiently with their easy-to-use platform!

You can create engraved pieces or custom name or monogram items that allow you to choose your metal color, number of gemstones, engraving or name, and more. Gemstone pieces can often be customized to suit your needs as well, accommodating more or fewer gemstones as needed. This is a really fun tool to try out, and the model photo updates in real-time so you can see how your finished creation will look.

Access and images

The website itself is fairly easy to use, with descriptive categories that help you find exactly what you’re looking for. There are also some helpful filters on the left side of the screen for most product pages, so you can definitely sort through items before starting your search. The actual checkout process is quite user-friendly as well, and it’s straightforward just the way we like it. Simply click the checkout button once you’re ready, input your information, choose shipping, and you’re on your way!

⚠️One area where the website does fall short is images and videos for diamonds.

We wouldn’t expect too much from a website that already doesn’t sell loose stones, but we were hoping for a little more than just stock photos. We’re talking no 360° images, no up-close looks at the table of the stone to identify inclusions, not even some images of the ring on a hand to give you an idea of how it should look on your finger. The images and videos are an important part of choosing a quality diamond, so it’s interesting that a company that touts “quality over everything” wouldn’t prioritize giving couples a good look at their product.😥

Customer service at Helzberg Diamonds

Another important aspect to consider at Helzberg Diamonds is their customer service. Overall, Helzberg actually offers some decent benefits to customers, such as good promotions and deals as well as a commitment to sustainability that you don’t normally see from this caliber of diamond retailer. Let’s take a look at some main highlights of Helzberg’s policies:

Payment options

Helzberg Diamonds takes several payment options, including all major credit cards, PayPal, and G-Pay, or you can pay in installments using Affirm or lease-to-own via Progress Leasing. You can also open up your very own Helzberg Diamonds credit card to receive special financing and extra members-only benefits when you shop. This card is issued by Comenity Bank and can be acquired both online and in-store for easy access.

Return policy

While it’s pretty standard for the industry, it’s nice to know that Helzberg Diamonds’ return policy follows the same trend of free returns and exchanges. If you’re not happy with your item, Helzberg is happy to complete a return or exchange within 30 days of your original purchase date. However, the piece must still be in new, unworn condition, and all relevant paperwork—receipt, grading paperwork, and original packaging and warranty info for watches—must be presented at the time of the return or exchange. If you can’t make it to a store location to complete your return, no worries: you can actually call or chat with a representative to have a free shipping label sent to you!

Keep in mind that there are some exceptions to this policy, such as custom or engraved pieces that cannot be returned to their original state. Custom design fees and shipping charges are also non-refundable, and any gift cards received as a gift with purchase cannot be returned and will be removed from the returnable amount of your product if they were used for your purchase. So there are some rules, but overall the return policy is pretty fair!

Customer service

One of the first points of pride that Helzberg Diamonds lists on their website is “top-rated customer service”. That may be true of their service representatives, but their actual service offerings are pretty standard. They provide email, phone, and chat services as well as virtual appointments for multiple ways to contact the customer service team, and their hours are as follows (these are all EST, by the way):

  • Monday-Friday: 9 a.m. - 9 p.m.
  • Saturday: 11 a.m. - 5 p.m.
  • Sunday: 1 p.m. - 7 p.m.

The Helzberg Diamonds customer service page mentions that their representatives can talk about “anything and everything”, from custom design to assistance in choosing a piece. While that’s all well and good and may be helpful for many, there doesn’t seem to be any mention of diamond or gemstone certification for support workers. So, we’re left to assume that these are standard customer support representatives trained in mediation and customer care rather than actual experts on Helzberg’s product. Again, not really an issue if that’s not what you need, but anyone looking for help choosing a diamond ring may prefer the experts at James Allen or Blue Nile.

They do also have an extensive FAQ for any questions they typically come across, so you may even want to check that out before speaking to a representative to see if your question has already been asked.

Care plans and warranties

Helzberg Diamonds offers a few different levels of care plans and warranties for shoppers looking to protect their investment. The three main care plans offered are the Lifetime Care Plan, Three-Year Jewelry Care Plan, and Three-Year Watch Care Plan to suit whatever type of purchase you’ve made, and they all seem to have slightly different terms and service offerings. Depending on the plan you choose, you may be looking at full coverage for eligible inspections, cleaning, and repairs or just a promise that Helzberg will resize or exchange your item in the event it no longer fits or cannot be worn as is.

There are also a few drawbacks:

One, your piece has to qualify for these plans…you can’t just choose one because you want it. Two, they also come at a hefty price in some cases, as the cost fluctuates with the value of your purchased item. For instance, the Lifetime Care Plan on a $400 necklace may cost $100, but the same plan for an engagement ring may come in at just under $500 if your item qualifies for it! And, keep in mind that both three-year plans are not eligible for renewal, so unless you actually purchase the lifetime plan you can’t get guaranteed servicing and protection for the life of your piece. This puts Helzberg a bit behind other retailers with more comprehensive plans, but it’s still a good offer if you’re willing to pay extra (and if you even qualify!).


It seems like a pretty safe process shipping items with Helzberg. All packages over $1,000 are signature required, and they add insurance to every package for peace of mind. And if your order doesn’t arrive for any reason, Helzberg will reimburse you the cost for the inconvenience. Just know that shipping is only available within the continental United States at this time, so international customers will be a little put out by the whole process.


It’s rare to find a company committed to sustainability at Helzberg’s level, but they have a whole section of the website dedicated to showing you how exactly they devote themselves to ethical sourcing! This may not mean much to every customer looking for a new diamond retailer, but for those of us who would prefer to avoid blood diamonds and stick to conflict-free processes, it’s a major selling point.

The Helzberg promise is “quality over everything”, and so their commitment to ethical sourcing is a piece of their commitment to only the highest quality goods. Helzberg follows the Kimberley Processes for ethical sourcing and upholds the AGS and World Diamond Council standards to promote conflict-free sourcing. This means that all diamonds mined after December 31, 2002 MUST come with a World Diamond Council warranty statement that guarantees their ethical origins; otherwise, the diamond cannot join Helzberg’s stock.

Additionally, Helzberg maintains a commitment to protecting the environment and only works with suppliers who hold the same standards for minimizing their environmental footprint. Conflict-free metals are also a focus, and Helzberg works in compliance with the Dodd-Frank Wall Street Reform and Consumer Protection Act to avoid any use of conflict minerals. There’s also no forced labor used in the product of Helzberg’s jewelry, showing a deep commitment to the communities that are often most affected by large-scale jewelry retailers.

Overall, this may or may not matter to you, and that’s totally fine. However, for those of us looking to minimize the damage we cause in buying jewelry, Helzberg Diamonds is actually a fantastic choice and takes steps to be transparent from the get-go.

Gold Purchase Program

Helzberg Diamonds also has a Gold Purchase Program that makes getting money for your old gold or platinum a hassle-free and safe process. Seriously, they actually record the opening and weighing of your gold package for your review just so you can know you’re not being cheated!

To exchange your gold or platinum for cash, just make an account at to receive a prepaid, pre-addressed exchange bag. Send that off and Helzberg will notify you when your offer is ready, at which time you can choose to accept the offer or decline it. If you accept, your money will arrive via check, and declining means you’ll get your gold or platinum back in a safe manner and free of charge. See? Easy peasy!

Promotions, offers and deals

There are some neat special deals you can take advantage of at Helzberg Diamonds if you want to save a bit of dough. Helzberg keeps a running list of any active promotions and deals that you can visit to get the most bang for your buck, and there are some year-long discounts for certain groups as well.

For example, military members and their families, first responders, and college students can receive a 10% discount simply for having proof of their status. And for holidays, you can typically find Helzberg Diamonds promo codes with special holiday savings to afford that perfect gift for your special someone.

Comparing prices at Helzberg Diamonds with competitors

If you’ve read our Zales review or Kay Jewelers review, you’ll have a pretty good idea already of what to expect from Helzberg’s pricing structure. Diamonds at Helzberg are very overpriced for what you get, which is unfortunate considering you won’t even know the actual quality grade on most diamonds you’ll find on their website. When compared to competitors with online platforms like James Allen or Whiteflash, you could end up paying 50% more (and sometimes even more than that!) for a ring of equal or even slightly lower quality.

Now, to be fair to Helzberg Diamonds, pure online retailers like James Allen and Whiteflash have the luxury of passing on savings to customers thanks to their business model: they don’t pay much for large showrooms, employees to man those spaces, etc. However, considering this seems to be the case at almost every competitor—you can compare prices at Blue Nile, Brilliant Earth, etc.—this isn’t an isolated incident.

👩🏻‍🏫As such, it’s best to follow the same protocol for Helzberg Diamonds that you’d follow for Zales or Kay Jewelers: always compare prices. If you find a ring you particularly like, head to a competitor’s website (or a few of them!) to compare pricing and see if you can get a better deal elsewhere. These other rings are more likely to come with diamond certificates from reputable labs as well, so you’d be protecting your investment by following this method.

Helzberg Diamonds review: Choosing Helzberg

Helzberg offers a decent selection of diamond, gemstone, and metal pieces and an easy-to-use platform for all of your jewelry shopping needs. Their customer service is fair, they’re committed to sustainability, and you can even create your own custom piece using their multiple jewelry-building studios.

However, where Helzberg falls short is in pricing and diamond quality. It can be frustrating to know you’re paying much more for a ring than you would at a competitor, so we recommend always comparing similar rings across multiple retailers to ensure you get the best deal possible.

When it comes to diamond quality, there isn’t much of an easy fix to be had, so it comes down to how much you value knowing the specs of your stone and getting an up-close and personal look at a diamond before you buy it. If these things don’t matter to you, then Helzberg may be the right choice. But, if you’d really like to know the quality of your diamond, stick to stones with AGS grades and certificates on Helzberg Diamonds’ website or opt for a loose diamond elsewhere.

Overall, Helzberg Diamonds isn’t a bad place to start, but it may not suit the needs of every jewelry lover out there.

JewelryTalk Rating: 3.5
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