Helzberg Diamonds Launches Smartphone Application

  Helzberg Diamonds Launches Smartphone Application

 Proposal Pro™: A Complete Guide to Popping the Question is now available for
                                  the iPhone

Business Wire

KANSAS CITY, Mo. -- December 12, 2012

Those thinking about proposing this holiday season are not alone, as nearly
one-third of engagements occur between Thanksgiving and New Year’s Day.
Helzberg Diamonds is helping make the upcoming engagement season a little
easier with a new smartphone application. The app, Proposal Pro™: A Complete
Guide to Popping the Question, offers practical information to help you
navigate your way through the engagement experience — from asking her parents
to putting the perfect ring on her finger.

Helzberg Diamonds' new mobile app, Proposal Pro: A Complete Guide to Popping
the Question, includes ...

Helzberg Diamonds' new mobile app, Proposal Pro: A Complete Guide to Popping
the Question, includes practical tools, such as the automated ring sizer.
Simply place one of her rings (one she wears on her ring finger) on the screen
to auto-detect her size. (Photo: Business Wire)

“Proposing marriage is the most important question you’ll ever ask,” said
Beryl Raff, Chairman and CEO of Helzberg Diamonds. “But, there are not many
resources available to guide you through the process. This app walks you
through every aspect, from selecting the right place and time to determining
her ring size. It is the only application of its kind,” said Raff.

Proposal Pro™: A Complete Guide to Popping the Question features information
on how to select the perfect ring, understand the definitions of the four C’s
of diamonds and plan an unforgettable proposal. The app lets you create a
proposal timeline, browse locations to select the perfect proposal spot and
even determine her size by placing an existing ring on the screen. To help
ease the nerves and ensure the perfect proposal, the app even includes a
“proposal generator,” a customized proposal plan created based on personal
information you put into the app.

“This is more than a way to browse engagement rings,” said Raff. “It gives
shoppers an engagement expert at their fingertips, not just to educate them
about diamonds, but also to help them with the whole proposal process. At
Helzberg, we recognize that you’re not buying diamonds every day, or dealing
with terms such as ‘carat’ and ‘clarity.’ We know you want it to be perfect,
and we want to help make that happen,” said Raff.

Proposal Pro™: A Complete Guide to Popping the Question is now available for
download via the iTunes and Google Play stores. For more information, please
visit helzberg.com/mobile.

About Helzberg Diamonds

Helzberg Diamonds®, a retail and online jewelry store focused on customer
service, was founded in 1915 and has more than 230 stores nationwide,
featuring a wide selection of fine jewelry, including diamond engagement rings
and wedding rings, precious gems and watches. Helzberg Diamonds takes pride in
its history of offering exceptional value, a superior customer experience and
a broad selection of quality jewelry. Helzberg Diamonds is based in North
Kansas City, Mo., and is part of the Berkshire Hathaway, Inc., (NYSE symbol
BRK/B) family of companies. For the locations nearest you, call 1-800-HELZBERG
(800-435-9237) or visit Helzberg.com.

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Contact:

Helzberg Diamonds
Marti Greathouse, 816-627-1457
mpgreathouse@helzberg.com