PUBLIC PROPOSALS ARE OUT, QUIET PROPOSALS ARE IN.
Couples are increasingly choosing intimate, private engagements over public displays, often selecting the ring together. This shift reflects a desire for authenticity, financial sensibility, and a more intentional, collaborative experience. We helped Diamonds Factory bring this story to life through unique data, securing media coverage around the world.
THE BRIEF & INSIGHT
Diamonds Factory sought a campaign to boost brand visibility, with a particular focus on their engagement rings. They aimed for a luxurious feel, targeting coverage and backlinks both in the UK and internationally.
Buying an engagement ring for your partner is a significant decision. Choosing a style they’ll love without raising suspicion is no easy task. Naturally, you might need to enlist some help. Diamonds Factory set out to uncover who people trust most when it comes to ring shopping — and we brought it to life.
THE CONCEPT
When it comes to stories related to engagement rings, we know that a highly popular topic is partners being disappointed with their engagement rings. There are also Reddit threads about this, where you’ll find the situation is more common than you may think.
Rather than focusing on the negatives, we decided to flip the conversation and investigate who is consulted into the ‘ring of trust’ before choosing an engagement ring (clearly, people need to get a second opinion). A much more positive story with genuine advice on who is best to speak to about ring design before popping the question.
We ran an experiment where we quizzed their bestie and their partner on their dream ring. The results? Bestie knows best – so ask them before splashing on a rock. But we wanted to take this a step further and find real-time consumer insights into engagement ring shopping. By working with Diamonds Factory’s store team, we were able to secure the 2025 breakdown of engagement ring shoppers, namely, who they were accompanied by.
The data opened up a whole new insight into a cultural trend of young couples who were ring shopping with their partner, aka “quiet proposing”. The story wrote itself.
THE RESULTS
We secured over 50 pieces of high-quality global coverage, including prominent titles such as The New York Post and The Guardian, with backlinks driving authority to the Diamonds Factory website. We were featured on podcasts and appeared on TV. So, if you’re planning a big public proposal for your other half… you might want to remember that quiet proposals are in.
