I Am Loved Sunshine

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Text on Button I AM LOVED®
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White text with image of sunshine replacing O on light blue background.

Back Paper / Back Info


Curl Text Helzberg Diamonds® 800-HELZBERG helzberg.com
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The “I Am Loved” sunshine is part of the 2012 promotion for Helzberg Diamonds. Helzberg first opened in 1915 in Kansas City, Kansas. In 1995, Helzberg Diamonds became a part of Berkshire Hathaway.

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.


The Helzberg Story. (n.d.) Helzberg Diamonds. Retrieved from https://www.helzberg.com/the-helzberg-story

Catalog ID AD0951