Helzberg Gives a Guy 48 Hours to Propose—and the Ring’s Free



Great storytelling anchors the retailer’s latest promotion

Valentine’s Day is just around the corner—which means a slew of adorably nervous guys will soon be on your doorstep in pursuit of the “perfect” engagement ring. 

In a new promotion, Helzberg Diamonds tells the true story of one such anxious (but notably photogenic) would-be groom as he stages a memorable, meaningful proposal for his fiancee. 

The #WeProposeYouPropose video series tells the tale of Kyle, a handsome Helzberg shopper who thought he was being filmed for a documentary about ring shopping. But after Kyle picked his ring—an Artiste by Scott Kay creation with a 1.5 ct. cushion-cut diamond—a Helzberg employee volleyed a challenge his way: Propose to your sweetheart within 48 hours, and we’ll give you the ring for free. 

The first video in Helzberg Diamonds’ #WeProposeYouPropose video series (courtesy of the company)

The company didn’t respond to a request for comment, but Beryl Raff, chairman and CEO of Helzberg Diamonds, quipped in a statement, “Little did he realize his trip to Helzberg would put his special proposal into high gear.” 

The videos include the story of Kyle’s hectic proposal planning (spoiler alert: she says “yes!”), a clip focused solely on how he picked out the ring at the store, and a brief video on how the couple met and fell in love. 

The videos’ speedy storytelling is fun and relatable. And on the company’s website, right below the video players, is a field where grooms can enter their email for information on rings and tips on how to propose. There’s also a link for Helzberg’s mobile app—Helzberg’s Proposal Pro—for dudes in need of a little extra guidance when popping the question. 

JCK Magazine Editor