Presentation – Polish & Purpose: Helzberg’s Modern Brand Makeover

What does it take to modernize a 109-year-old jewelry brand without losing its spirit? Helzberg’s VP of Marketing, Jeanette Carter, shares how the company shifted from a promotion-driven legacy to a more elevated, emotional brand anchored in relationships, craftsmanship and timeless storytelling. From redesigning the visual identity and store experience to building in-house social capabilities and rethinking the balance between brand and performance, hear how Helzberg refreshed its look, voice and customer journey while staying true to its heritage. Jeanette Carter Vice President of Marketing Helzberg