The Helzberg Diamonds Foundation started an advertising campaign in 1967 when Barnett Helzberg Jr. proposed to his girlfriend Shirley Bush. He wanted her to know that she was loved, and decided to give away buttons reading “I am loved” in all of his stores. The buttons became popular across the country immediately. They were used by schools and religious groups and were sent to servicemen overseas. Foreign language and limited edition versions of the button were introduced. The buttons are still given away in Helzberg stores today with the tagline “buy her a diamond or give her a button, but in any case, tell her she’s loved”.
Each year, Helzberg releases a limited edition button whose design grows and changes to represent the "I Am Loved" message in profound and new ways.
AGHCollect. (2014). Helzberg “I Am Loved” Pinback. Retrieved from https://www.collectorsweekly.com/stories/115220-helzberg-i-am-loved-pinb...
About Helzberg Diamonds. (n.d.). Retrieved from https://www.helzberg.com/category/about+helzberg.do