Helzberg Diamonds has launched Helzberg Heroes, a special military program to show active-duty military, career military retirees, and their families they are loved and appreciated for their service. The program features a contest to win a $10,000 Helzberg Diamonds shopping spree along with a special in-store offer for members of the military.

“Military support is an important part of Helzberg’s heritage, including 30 years ago, when the company showed support for soldiers serving in Southeast Asia by sending them the iconic ‘I Am Loved’ buttons,” said Beryl Raff, chairman and CEO of Helzberg Diamonds, in a statement. “The new Helzberg Heroes program will continue our tradition and show military members and their families they are loved and appreciated.”

The contest asks military members and their families to share their best “I Am Loved” stories. Active duty, reservists, career military retirees, and families can share their stories at helzbergheroes.com. The entry deadline is Nov. 28. The winner will be announced in early December.

The Helzberg Heroes site also has a special-edition “I Am Loved” button that can be shared with military heroes via Facebook and Twitter.

JCK