Majors

This Retailer Is Now Performing In-Store Weddings

MajorsOct 02, 2019

This Retailer Is Now Performing In-Store Weddings

Helzberg Diamonds had hundreds of associates ordained for a new program called ‘Hitched at Helzberg.’

20191002_Hitched_at_Helzberg_pin.jpg
Helzberg Diamonds associates who are ordained will wear this pin. The retailer said each of its 200-plus stores will have at least one person on-site who can perform a legal wedding ceremony.

Kansas City, Mo.—One doesn’t have to read too many wedding announcements to notice a trend—more couples today are eschewing traditional clergymen and women in favor of having ordained friends or relatives officiate their weddings.

It’s just one of several ways in which younger couples are breaking with bridal traditions, and Helzberg Diamonds is taking note.

After introducing a placeholder engagement ring last year, the Berkshire Hathaway-owned jewelry store chain announced its latest innovation Tuesday—it has ordained its employees so it can conduct weddings in any of its 200-plus stores.

Beginning today, couples interested in getting “Hitched by Helzberg” need only bring a marriage certificate, a witness (or witnesses) and themselves into any Helzberg location during regular store hours and an ordained associate will marry them for free, no purchase necessary.

The retailer said it has ordained “hundreds” of its approximately 1,700 associates nationwide through an exclusive partnership with the Universal Life Church (ULC). The associates’ ordination credentials are valid for up to two years, and Helzberg plans to offer the service “as long as there is customer interest,” a company spokeswoman said.

She said the goal is to have at least one to two ordained associates available at every store. Interested couples are encouraged to schedule an exact time to be married so the retailer can make sure someone who can conduct the ceremony is available.

In areas where the local government does not recognize a marriage done by a ULC-ordained minister, Helzberg will enlist a third-party officiant.


Some of the signage that appears in malls for “Hitched at Helzberg,” a new program in which Helzberg Diamonds employees who are ordained ministers can marry customers in-store

More information for consumers about the program is available on Helzberg.com/Hitched. (Helzberg notes on the website that marriage laws vary from state to state and provides a link to another website where consumers can check to see if anything else is needed in their state.)

Prior to launching its in-store wedding program, the retailer conducted a survey of 1,000 consumers ages 23-38 and discovered what is already widely known about millennials: they want to break free from longstanding traditions and do things their way.

Among the survey’s findings were:
—91 percent of couples would consider eloping;
—63 percent of those already married would elope if they could do it again;
—56 percent who hope to get married said they would prefer a religious figure not officiate the wedding;
—59 percent of couples elope to save money, while 46 percent do it to avoid having to plan a ceremony and 43 percent do it keep the ceremony more intimate; and
—70 percent think it’s acceptable for women to propose to men.
RELATED CONTENT—Propose Too: A Platform That Wants Women to Pop the Question
Also factoring into Helzberg’s decision was that it already had a handful of ordained associates on staff, a few of whom had performed marriage ceremonies upon request in stores, Chairman and CEO Beryl Raff said.

“Inspired by these stories, we wanted to become the destination that could, and would, officiate for these couples in a relaxed and comfortable environment,” she said.

“Hitched by Helzberg” follows the introduction of the “Will You?” ring as the chain’s latest innovation in bridal.

The ring is a $50 silver band that acts as a placeholder. Those looking to pop the question can use it and then, if the person says yes, shop for a traditional engagement ring with their spouse-to-be.

Helzberg said its first wedding ceremony is scheduled for Friday at 3:33 p.m. (the bride, who is a numerologist, picked the time) at its store in the Concord Mills Outlet in Concord, North Carolina, just outside Charlotte.

And the retailer already has a second on tap, slated for Oct. 17 at its store in Greenwood Park, Indiana.

Couples getting married at the store will receive a custom celebration kit, which has a commemorative marriage certificate plus two custom champagne flutes and a bottle of Moёt Chandon Rosé.
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Sylvie Jewelry Auranova Collection Campaign Imagery
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection

“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.

Pomellato Nudo toi et moi ring
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%

Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.

Deborah Meyers Experience The Birds Earrings
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ Earrings

Designer Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.

ejap cohort 1872x1052.png
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs

Six new retail businesses were selected for the 2025 program, which began in January.

Melee diamonds from De Beers
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid Uncertainty

The company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy