Project: Helzberg Diamonds Proposal Pro App


For Helzberg Diamonds, engagement rings are one of its most lucrative products. As part of its a lead-generation strategy, the client wanted us to create a mobile app targeted at men.

Our strategy was that getting engaged is more than just the ring; it’s an entire process of which few single men know the extent. So let’s help men through that process with this educational and utilitarian tool. The app itself walks users through the engagement process from understanding diamonds to ring sizing to proposal writing.

In the first three months, there were more than 17,000 downloads from the iTunes App Store. It has become Helzberg’s biggest source of leads and brings in the most revenue per customer. Additionally, Proposal Pro was featured in Communication Arts, on Creativity.com and won two Appy Awards at SXSW in 2013.

Medium: Mobile app
Client: Helzberg Diamonds
Agency: Rosetta
Role: Group creative direction
Date: October 2012