Helzberg Diamonds engagement ring

HELZBERG DIAMONDS LAUNCHES PRE-ENGAGEMENT “WILL YOU” RING

Helzberg Diamonds has found a new way to market its diamond engagement rings: The US-based jeweler launched a “Will You” ring – a ring designed just for proposals, in case the happy bride doesn’t like the choice of ring by her partner.

 

Beryl Raff, chairwoman and chief executive of Helzberg Diamonds, explains: “He wants to be the hero with the perfect ring that she’ll love for a lifetime and he has no worse fear than thinking he may disappoint her by picking the wrong one. The ‘Will You?’ Ring is a ring before ‘the’ ring. A ring he can confidently propose with knowing they’ll be able to shop together for the ring they’ll both love”.

 

Helzberg says that according to a new survey, “both men and women are stressed when it comes to selecting the engagement ring – 62% of men in relationships say the hardest part of a proposal would be picking out the ring, and half of women say the hardest part would be letting him know what style of ring they want”. The new “Will You?” Ring, which has an inscription inside the box saying “This is a ring, not the ring”, offers a solution “without sacrificing the moment”. Additionally, couples who return to the store to choose their engagement ring together get a discount off rings.

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