Helzberg Introduces “Luxury Experience” at Two Stores

By Rob Bates | December 01, 2025

Helzberg has premiered a store format designed to offer an “elevated luxury experience” that’s different from other mall jewelers.

The first two newly styled stores are located at the Roosevelt Field mall in Uniondale, N.Y., and Galleria Dallas. The format’s New York debut occurred in early November, in an existing Helzberg location. The Dallas store, which has a smaller footprint (1,400 ft.) than the standard Helzberg, opened its doors Nov. 18.

“This is the next step in our evolution,” Mitch Maggart, Helzberg’s executive vice president and chief retail officer, tells JCK. “I’ve been with the company for 36 years. The new concept is really the most exciting thing we’ve done in my tenure with the company, and probably in the 110 years that Helzberg’s been around.”

Helzberg’s new format includes a Custom Bar, an informal setting where shoppers can design their own ring, and an open “jewelers’ room,” which has large windows that let customers see pieces being crafted.

The open room injects some “theater and technology into the experience,” Maggart says. “We’re aiming to immerse consumers in the world of jewelry in a way they haven’t experienced before.”

Helzberg’s emphasis on custom design springs from company research that found that 76% of shoppers are willing to invest more in a personalized item.

The stores also carry some higher price-point items and a higher-quality assortment.

“Our customers’ tastes and purchase habits have changed over time, so they’re requesting more impactful pieces, more statement pieces, larger carat weights, higher quality,” Maggart says.

“These stores will feature a specially curated selection of pieces that are over and above what we’ve historically carried, plus an expanded luxe jewelry assortment, which is something that we’ve moved into,” he continues. “It will have things that are showstoppers, with large center stones, and some exclusive one-of-a-kind pieces.”

Both natural and lab-grown diamonds will be used in the jewelry, though the exact mix in the stores has “yet to be determined,” says Maggart.

“We have a very strong lab business and a very strong natural business as well,” he notes.

Helzberg interior — *Helzberg has unveiled the format at stores in Long Island, N.Y., and Dallas.*

Assuming the new format is successful, Helzberg plans to expand it.

“We have specific markets that are targeted for this,” Maggart says. “We are actively searching for new locations in key Helzberg markets where we have an established brand presence, and are already in negotiations with landlords right now for additional stores.”

As far as the chain’s 160 other stores, “we’ve had a multiyear refresh project underway, bringing those up to a modern look and feel,” Maggart says. All locations offer Helzberg’s proprietary Gems device, which allows customers to see high-definition pictures of their diamonds.