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Helzberg Debuts ‘Will You?’ Proposal Ring

Buffett subsidiary’s $50 placeholder band lets couple choose real one together without ruining the surprise.
Jun 20, 2018 9:23 AM   By Rapaport News
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RAPAPORT... Helzberg Diamonds has launched the “Will You?” ring, a $50 placeholder for proposing that enables couples to choose an engagement ring together at a later stage.

Some 73% of men and 63% of women in relationships believe marriage proposals should be a surprise, the jeweler said, citing a survey it carried out in May. However, of those, 62% of men said the most difficult part of the proposal was picking out a ring, and 50% of the women said the hardest aspect was letting their significant others know what style they wanted.

To that end, the "Will You?" band serves as a way to surprise someone with a proposal, yet still look for an official ring as a couple, explains the pamphlet that comes with it. It also offers suggestions for presenting the ring, such as, “You’re the one. But this ring isn’t. Let’s pick one out together.”

It comes in a traditional box inscribed with the words, “The first of many things we’ll do together.” The band inside says, “This is a ring, not the ring.”

“The old rules of engagement simply don’t resonate with many of today’s couples, who are seeking ways to create new traditions that celebrate their love and bring them closer together,” Beryl Raff, chairwoman and CEO of Helzberg, said Monday. “The ‘Will You?’ ring helps merge the beloved traditions of a romantic surprise proposal with a desire for joint decision-making.”

Helzberg is also aiming to encourage couples to stay with the brand for their future engagement-ring purchase. Customers who buy the proposal piece will receive a $200 discount off rings priced between $999 and $1,998 at Helzberg stores, or a $400 reduction for rings that cost more than $1,999.

Image: Helzberg Diamonds
Tags: ‘Will You?’, Beryl Raff, Buffett, Helzberg, Helzberg Diamonds, Rapaport News
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