Helzberg Diamonds converts Legends store to outlet

On Thursday, Helzberg Diamonds in Legends Outlets Kansas City reopened as an outlet store, according to the Kansas City Business Journal. Legends is converting all retail store to outlets, a process that has been in motion since 2010.

The switch to an outlet allows Helzberg to expand its customer base. Beryl Raff, CEO of Helzberg, said the Legends center is leading the company in a direction it was already moving toward, noting their plans to open other outlet stores in Chicago and Phoenix, as well as a similar conversion in Hanover, Md.

For Helzberg, prices remain the same in the outlet format with items available from $99 to $10,000. Shoppers will lose the option to trade in jewelry and to purchase diamond warranties.

Read more at the Kansas City Business Journal.