Helzberg Diamonds names Rosetta interactive AOR

Helzberg Diamonds has named Rosetta its interactive agency of record. The companies had worked together on an ad-hoc basis since 2007.

“The formal designation helps both of us,” said Pat Duncan, SVP of e-commerce at Helzberg. “It helps Rosetta know that we view them as a strategic partner and makes it clear to everyone here that we're going to run our interactive business along with them.”

Helzberg will reintroduce its decades-old tagline, “I am loved,” and relaunch www.iamloved.com, built by Rosetta, in about two weeks, Duncan said. Helzberg formalized the AOR relationship with the agency in August.

The company does not have a general advertising AOR, but Rosetta works with Helzberg's other agency partners during the busiest times of year for jewelry: winter holidays, Mother's Day and Valentine's Day.

“Helzberg made changes to the leadership and new members of the team have strengthened merchandising and expanded the assortment, which are keys to growth,” said Paul Elliott, partner at Rosetta and Helzberg account lead.

Duncan said the company will move into both the social and mobile spaces but did not provide details beyond content sharing on the relaunched site.