The Engagement Ring Challenge – Couples Design an Engagement Ring Separately Online, and Compare

As part of James Allen‘s recently launched but absolutely brilliant marketing push for millennial grooms, they teamed up with Buzzfeed to create the Engagement Ring Challenge, where both partners separately design an engagement ring using James Allen’s online bespoke design tools, and then compare.

The end results and reactions are cute, and only half predictable:

 

While online ring design tools are now quite commonplace in the market, this is surely one of those ideas that is probably making a lot of jewellery companies say “Now why didn’t I think of that?

As a bonus, after the break I’ve also shared James Allen’s hilarious jewellery advert that’s making the rounds now on Youtube:
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