WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
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.’
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. 
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;
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;
Editors' Picks
Sponsored by
—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.
“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.
—70 percent think it’s acceptable for women to propose to men.
RELATED CONTENT—Propose Too: A Platform That Wants Women to Pop the QuestionAlso 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.
More on Majors
The Latest
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Weekly QuizApr 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New AwardThe Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
WatchesApr 09, 2026
Oris Names New CEO, CFOThe Swiss watchmaker is changing up its executive leadership team as part of a restructuring.
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
