Helzberg Diamonds’ Guy-Centric App Nabs Two Appy Awards at South by Southwest 2013

One of the few jewelry-centric smartphone apps aimed at guys recently cleaned up at South by Southwest’s annual Appy Awards.

“Proposal Pro: A Complete Guide to Popping the Question,” an app by Helzberg Diamonds designed to guide clueless dudes through the proposal process, took home two prizes at the March 8 awards: Best App in both the Lifestyle and Utilities categories. The app was also a finalist in the Marketing/Branding/Advertising category.

Screen shots of the award-winning Proposal Pro app from Helzberg Diamonds (courtesy of Helzberg Diamonds)

Proposal Pro offers guys a timeline for proposing and—obviously—a guide for buying an engagement ring that will make her heart sing. Features include “Man Up” tips (example: “Get on one knee. Open the box. Ask her straight out”); the basics of the four C’s of diamonds; a guide to finding the perfect place to propose; and a ring-sizing tool where would-be grooms match one of their sweetie’s existing rings with a ring on the screen. The simple, thumb-flipping interface is built in the style of a timeline, allowing men to move through the requisite (and typically mystifying) proposal duties in an organized way.

Helzberg released the app in December, and plans to augment it with new features in the coming months.

“We want to be a resource to our customers beyond their ring purchase,” said Beryl Raff, chairman and CEO of Helzberg, in a statement. “We know finding the perfect ring is one piece of the proposal process, and our goal is to help customers through each step.”

Now if only someone could come up with an app that magically materializes martinis—to steel a guy’s nerves prior to popping the question.

JCK Magazine Editor