Helzberg Survey Reveals Paradoxes of the Modern Proposal - and Clear Gen Z vs. Millennial Splits
Rhea-AI Summary
Helzberg, a Berkshire Hathaway company (NYSE: BRK), released its 2025 Engagement & Ring Shopping Survey revealing key trends in modern proposals and ring shopping behaviors. The study, surveying 1,000 U.S. adults aged 20-40, found that 83% prefer private proposals, despite 88% planning to share ring preferences beforehand.
The survey highlighted significant generational differences, with Gen Z showing stronger engagement in social media research (79% vs. 63% millennials) and sustainability concerns (88% vs. 81%). Notable findings include an average maximum ring budget of $4,000, with 76% willing to invest more for customization. While 83% value in-store purchasing options, 56% consider online buying important, reflecting evolving shopping preferences.
Positive
- Survey reveals strong market position with 83% of respondents valuing in-store purchasing
- 76% of respondents willing to pay premium for customized rings, indicating pricing power
- Company well-positioned for Gen Z market with strong focus on sustainability and customization
Negative
- Average maximum engagement ring budget of $4,000 indicates price sensitivity
- Growing interest in alternative materials like moissanite (63% Gen Z) could impact traditional diamond sales
- Shift towards online research and social media education may challenge traditional sales model
AI-generated analysis. How Rhea-AI works. Not financial advice.
New national study finds most couples want a private "yes," yet expect to collaborate on the ring and plan to post about the moment online. Gen Z prioritizes sustainability, customization, and does their research on social. Online browsing is important, but in-store expertise remains decisive for most couples.
"Couples want intimacy without uncertainty: a private, personal proposal supported by shared planning, clear education and a ring that feels uniquely theirs," said Brad Hampton, CEO of Helzberg. "Gen Z is rewriting the playbook with social discovery and communicating their hopes and expectations with their partners. Their digital journey plays a major role, but they also still crave real conversations with a trusted jeweler."
Headlines from the study:
Expectations and Collaboration
- Three-quarters of respondents have been in their relationship for two or more years, and
61% waited at least one year to discuss marriage. - Two-thirds of respondents are dating one to three years before getting engaged.
83% would prefer a private proposal;88% call proposals the ultimate romantic gesture.- Secret but specific:
88% of those being proposed to plan to share ring preferences before they're engaged—yet59% still want zero involvement in the proposal itself. 51% of proposers say they prefer their partner to be uninvolved in planning the proposal.- Gen Z proposers are more likely than millennials to want their partner involved in planning (
34% vs.23% ). - Among proposed-to who want involvement, Gen Z is more likely to weigh in on who attends the proposal (
51% vs.30% millennials) and even proposal attire (49% vs.27% ). Picking out the engagement ring is the top involvement for both groups (66% Gen Z;61% millennials). 84% of Gen Z proposers say their partner showed them the kind of ring they wanted (vs.75% of millennial proposers).74% of urban respondents want a proposal that stands out on social media (vs.47% in small towns).
Shopping and Research Behavior
68% say ring shopping should begin at least three months before the proposal.- Social learning gap:
79% of Gen Z vs.63% of millennials use social media to educate themselves—learning more on YouTube (37% vs.28% ), TikTok (32% vs.13% ), Instagram (31% vs.22% ), influencers (17% vs.9% ), and X (8% vs.4% ).- For inspiration, Gen Z also outpaces millennials (
78% vs.65% ), particularly on Pinterest (38% vs.28% ), Instagram (37% vs.29% ), TikTok (33% vs.16% ), influencers (19% vs.11% ), and X (8% vs.4% ).
41% of men vs.22% of women use YouTube for engagement ring education.- Men over-index in wanting more information about diamond quality and grading:
52% of men (vs.45% of women). - Shoppers value choice: About three in five plan to consult a jeweler and purchase in person;
83% say the ability to purchase in‑store is important, but over half (56% ) say it's important to be able to purchase online. - Knowledge gaps remain –
48% want to know more about diamond quality and grading;39% want to know more about diamond types.
Product Priorities and Values
- Quality over everything:
96% say ring quality is important (79% very important). - Custom is king:
76% would invest more for a customized ring; Gen Z shows stronger conviction, with34% strongly agreeing vs.28% of millennials.47% of all respondents rate the ability to customize as very important. 81% are likely to consider a natural diamond and71% would consider lab‑grown—highlighting that couples today are weighing all their options to find the perfect ring for their style, values and budget.- Budget reality: The average purchaser's maximum engagement ring budget is
$4,000 $6,423 - Alternatives rise:
63% of Gen Z are likely to consider moissanite (vs.52% millennials). - Sustainability matters:
88% of Gen Z list sustainability as an important consideration when selecting a retailer (vs.81% millennials).
"Whether they discover on TikTok or talk with a master jeweler, couples are seeking confidence," Hampton added. "We combine expert advice, genuine care, and masterful craftsmanship to help every couple discover or design a ring that's perfect for them—no matter their style or budget."
Methodology: The Helzberg 2025 Engagement & Ring Shopping Survey was conducted online from July 24 to August 13, 2025, among n=1,000
About Helzberg
Helzberg is a retail and online fine jewelry store with a legacy of service, craftsmanship and innovation since 1915. Known for its rigorous quality standards, Helzberg has over 160 stores nationwide featuring a wide selection of natural and lab grown diamond engagement rings, fine and demi-fine fashion jewelry, precious gems and watches. Helzberg is based in
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SOURCE Helzberg