Many women (and men) dream of the moment their partner will get down on one knee and ask the big question with the little box – but what if it’s not the ring you’ve been dreaming of? Helzberg Diamonds just thought of the perfect solution, the Will You? ring—a $50 “ring before the ring” that marks the proposal, but not the actual engagement.
The Will You? ring comes in a traditional box, but when the bride-to-be opens it, its top says “The first of many things we’ll do together.” The ring includes an inscription, “This is a ring, not the ring.” Enclosed is a pamphlet which says, “I love you more than I trust myself to pick something you’re going to wear on your hand. Every day. For eternity.” It further notes that, “You’re the one. But this ring isn’t. Let’s pick one out together.” Couples who buy the Will You? Ring and return to Helzberg will receive a $200 discount on rings that range between $999 to $1,998, and a $400 discount on rings exceeding $1,999.
Data from a new survey on consumers’ attitudes toward engagement rings found that couples are increasingly picking out rings together, but want the actual engagement to be a surprise. Specifically, nearly three-quarters of men (73 percent) and two-thirds of women (63 percent) in relationships said that a marriage proposal should be a surprise. But more than half (55 percent) of men said it is important to have their partner be involved in the process of picking out an engagement ring.
JCK wondered if there wasn’t a danger that the groom-to-be will opt simply for the placeholder and not buy the real ring? “We expect most buyers of the Will You? ring will still want a traditional engagement ring, but if they ultimately decide that applying the corresponding discount toward an engagement ring isn’t for them, we support that decision. We know that every relationship is different, and we want to offer ring options for every type of couple” said Beryl Raff, chairwoman and CEO of Helzberg Diamonds.
Helzberg released YouTube videos promoting the concept.