Jared the Gallery of Jewelry and Helzberg Diamonds might offer similar merchandise, their branding styles offer shoppers unique selections and shopping experiences.
When it comes to jewelry purchases, consumers have thousands of stores to choose from, and many of them are a part of a national chain. Jared the Galleria of Jewelry and Helzberg Diamonds are among the most popular, and the reasons for their success vary as widely as the products they carry.
Jared carries more expensive jewelry items, like Rolex watches. Helzberg, on the other hand, carries lesser expensive jewelry pieces that appeal to consumers who seek quality pieces that fit within their budgets.
Many shoppers have become familiar with each of these jewelers because of the catchy slogans they use in advertising, especially when it comes to engagement rings. Helzberg is known for its burgundy box, while Jared is known for the phrase, “He went to Jared.”
Helzberg Diamonds was founded in 1919. It is an indirect wholly owned subsidiary of Berkshire Hathaway Inc., which is a Warren Buffet company. Over the 100-plus years it has been in business, Helzberg has grown to have 233 stores throughout the country.
The Helzberg family operated it until 1995. At that point it was sold to Berkshire Hathaway, according to Funding Universe. It is based in North Kansas City, Mo.
Jared was founded in 1993 and is operated by Sterling Jewelers. Sterling is an affiliate and a wholly owned subsidiary of Signet Jewelers. There are 178 Jared stores in 35 states, according to Signet. Signet notes that its roll out of the stores picked up in 1998, and that Jared is the fastest growing of any of its other brands, which includes Kay Jewelers. Jared is based in Akron, Ohio.
While Helzberg Diamonds’ stores are located in malls, Jared’s locations are not. Because of its mall presence, Helzberg is able to capitalize on the traffic from customers who frequent malls.
Jared’s stores are free standing buildings and because of this, each of its stores is equal in size to about four mall stores, according to Signet. In space terms, Signet says that is equivalent to nearly 700 mall stores. Signet also notes that Jared’s main competitors are independent operators.
Signet boasts Jared as one of the leading off-mall destination specialty retail jewelry chains in its sector of the market, based on sales.
In addition to their engagement and wedding ring selections, both Helzberg and Jared offer online shopping, one-on-one consultation in diamond selections and diamond certifications.
Customers wishing to design their own jewelry pieces can do so at both stores. Both stores guarantee their merchandise
Jared has a more extensive of list of timepieces, which include Bulova, Mont Blanc, Movado, Rolex and Tag Heuer. Helzberg has an exhaustive list of Citizen watches, and it also sells Movado.
Photo from Aleusia.com
Gerson Lehrman Group