Helzberg Diamonds is best known for it's "I Am Loved" button. An icon that defines the brand around the simple idea of knowing that you are loved.

In 2010 Helzberg Diamonds began a massive remodel on it's flagship store. Instead of just wrapping the construction barricade with a "coming soon" message we developed a concept to engage the entire community. We posed the question "How do you know you are loved?" to the city.

We acquired answers through a text-code, a Twitter hashtag and a microsite we developed. Sincere, humorous, genuine. These answers got posted to the board. And we were able to engage customers with a store that wasn't even open yet. I still can't figure out how you can burn chocolate pudding.