If you’ve ever owned or purchased a Helzberg diamond, chances are you’ve come across our iconic ethos “I Am Loved.” Maybe you’ve even worn one of the famous I Am Loved buttons couples have been exchanging for more than 50 years. A treasured part of Helzberg’s history that has evolved over the decades to cross oceans and language barriers, I Am Loved is also the name of an immensely popular Helzberg Diamonds jewelry collection.
So where did this romantic gesture-turned-movement begin? The Helzberg Diamonds’ I Am Loved trademark slogan started, fittingly, with a love story.
love, the origin story
Shortly after Barnett Helzberg Jr. took the reins as Helzberg Diamonds’ president in 1967, he proposed to his girlfriend Shirley Bush. As the grandson of Helzberg’s founder, Morris, and son of BC Helzberg, Junior wanted to give everyone a way to show their adoration for a loved one, even if they couldn’t afford a diamond. Enter the “I Am Loved” ethos.
To go a step further, Barnett memorialized his feelings by creating lapel buttons with the sentiment. His marketing slogan became “Buy her a diamond or give her a button, but in any case, tell her she's loved.” That first year, Helzberg ordered the manufacture of 50,000 I Am Loved buttons to hand out.
so much more than a slogan
Little could the Helzberg family have imagined how far this seemingly simple marketing campaign would resonate. The Helzberg Diamonds I Am Loved buttons made their way around the globe, landing on the gowns of hospital patients, on the lapels of schoolchildren and on the uniforms of Vietnam soldiers.
The New York Associated Press reported, “The newest craze is to show your affection by sending your heroes I Am Loved buttons.” Soon the trend spread across the globe, from Europe to Asia and Africa to Hollywood. Jose Ferrar, Charles Schulz, Sammy Davis Jr., Frank Sinatra, Joe Namath and President Lyndon B. Johnson were among the many celebrities and public figures to wear Helzberg I Am Loved buttons. Over the course of the marketing campaign, Helzberg Diamonds had given away 18 million lapel buttons.
But the romantic gesture-turned-marketing-campaign had already taken on a life of its own. The I Am Loved slogan began appearing on pens, cologne, cigarette lighters, baggage, stationary, stickers, T-shirts, glassware, soaps and candles. More than half a century later, I Am Loved continues to resonate. In fact, Helzberg Diamonds recently gave the popular lapel buttons a facelift reflecting the diversity of cultures, countries and people who have adopted the concept as their own.
Over the years, the I Am Loved slogan has also served to extend Helzberg Diamonds’ philanthropic efforts, including a commitment to the Make-A-WishⓇ Foundation. Created in partnership with fellow Make-A-Wish supporter Build-A-Bear, Helzberg Diamonds’ I Am Loved® Bear helps raise money for the charitable organization’s efforts to make childrens’ wishes come true. During the holiday season, Helzberg Diamonds donate $7 from the sale of every bear to Make-A-Wish.And, since 2009, Helzberg Diamonds has raised more than $1.5 million for the organization.
Today, I Am Loved remains an iconic symbol of both love and philanthropy honored by a wide array of I Am Loved jewelry and gifts. From pendants and Helzberg Diamonds I Am Loved necklaces to earrings and rings, the I Am Loved collection provides heartfelt tokens of love in sterling silver, with diamond accents and 14K rose gold heart motifs.
I Am Loved jewelry gifts
Inspired by one man’s adoration of his bride, I Am Loved reflects the need we all have to love and be loved. Helzberg Diamonds offers an array of elegant symbols of affection for future brides and grooms as well for beloved children, honored parents, best friends and everyone in between.
