On April 17, Mann's Jewelers owner Merel Heggelund is holding a Diamonds for Diabetes benefit that includes a silent auction and refreshments.

Heggelund is donating the proceeds from the auction of a pair of black and white diamond earrings by designer Lorenzo, a diamond heart pendant and seven other items to the Diabetes Society of Santa Clara Valley in Willow Glen.

"I wanted to do something local that would benefit our area," Heggelund said. "And lots of my customers have diabetes."

Besides the silent auction and donating 10 percent of the day's other purchases, the store is also offering a "balloon pop."

Customers can buy a balloon, which is filled with either a gift certificate or a pair of 1-carat amethysts, and Mann's Jewelers will donate the proceeds to the diabetes society.

"You won't lose, you can only win," Heggelund said.

This is the first time his business has done an in-store fundraiser, but it is not the first time he's given back to the community.

Heggelund's parents, who owned the store before him, started the tradition, when his mother started collecting donations for Martha's Kitchen—a soup kitchen in downtown San Jose—years ago, he said.

"My parents would do something simple like put a pin in a watch, and then we'd say, 'Don't pay us, make a donation to Martha's Kitchen,'" Heggelund said.

Two years ago, Heggelund continued the family tradition and gave costume jewelry to battered women to help their self-esteem.

Last year, he sponsored a hole-in-one at the Diabetes Society of Santa Clara Valley golf tournament, and recently he helped support the San Jose Sting, a girls' traveling softball team.

"Half the battle is making it fun," he said, which is why he's including the balloon pop and serving champagne and hors d' oeuvres.

Diabetes Society of Santa Clara Valley Executive Director Sharon Ogbor said the organization plans to attend and is looking forward to spreading the word about its services.

"It's amazing the number of people in Willow Glen with diabetes," she said. "We're very excited that Mann's is doing this."

Diabetes affects almost 10 percent of Santa Clara County residents, and the nonprofit community agency seeks to provide education, advocacy and support services. Eighty-two percent of the society's income goes toward educating children and adults on how to manage their diabetes so they can have healthy lives.

Diabetes Society of Santa Clara Valley Director of Client Services Val Isaacson said that 90 to 95 percent of diabetics have Type 2 diabetes that develops gradually and can be controlled by diet and exercise.

The Diabetes Society was founded 41 years ago and has been in Willow Glen on Lincoln Avenue for most of that time.

"We're just down the street, and we're truly part of the community and history," she said.

Ogbor says that the nonprofit agency is thankful for community fundraisers such as Mann's Jewelers Diamonds for Diabetes and the Lions Club annual lunch.

"It's wonderful to have the local community support," Ogbor said. "And it's a great way to bring the community together."

Diamonds for Diabetes will be held at Mann's Jeweler's, 1347 Lincoln Ave., on April 17 from 10 a.m. to 4 p.m. There is no charge to attend. For more information, call 408.287.7464.