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Helzberg Tests New Store Format Focused on Customization and Gen Z Shopping Patterns December 09, 2025 (0 comments)
New York, NY--Helzberg shared details of two pilot stores intended to reflect changing engagement and wedding ring buying habits. According to the interview published by Retail TouchPoints, the company's research found that 84% of Gen Z proposers said the recipient had shown them what they wanted before shopping, and more couples now make the purchase together.
[Image via iStock.com/Giuseppe Lombardo]
The test locations are in Garden City, N.Y.’s Roosevelt Field mall and the Dallas Galleria. The report noted that the New York store is a long-running Helzberg location, while the Dallas site is new. Both stores center on customization, education, and a mix of in-store and digital tools. Assortments are curated and include higher-carat bridal pieces and expanded fashion jewelry.
Each store includes a Custom Bar with seating and visibility into a craftsman's room through two large windows. The stores also feature Helzberg's GEMS device, which uses a two-camera system and a 4K display to show product details.
Customization is a priority. Per the interview, 47% of surveyed shoppers rated the ability to customize a ring as very important, and 76% said they would pay more for a one-of-a-kind design. The stores incorporate Helzberg's Love & Marriage Studio, which lets customers design pieces online or in-store through kiosks. Educational tools include a video series and diamond-buying guidance.
Helzberg will evaluate KPIs such as the share of sales from owned inventory, endless-option sourcing, and custom builds. Other metrics include average transaction size, use of CAD tools, involvement of in-house craftsmen, conversion rates, and the mix of fashion versus bridal sales.
The New York store reflects a typical mall footprint of 2,000 to 2,500 square feet. The Dallas location, at 1,400 square feet, will help determine whether the concept performs in a smaller space. Dallas/Fort Worth is one of Helzberg's heritage markets, and the company aims to reach younger customers entering the engagement category.
Growth plans include new stores in markets with existing brand recognition, including Texas, Phoenix, Denver, Kansas City, and Florida. Helzberg is also updating its current stores to match the new format.
Read the interview by Retail TouchPoints here.