Situation

Helzberg Diamonds, a Berkshire Hathaway-owned company with more than 200 stores across the U.S., was losing share due to the decline of mall traffic, online competitors and more modern choices such as Etsy. Because wedding jewelry is a large portion of their business, Helzberg sought to increase awareness and relevancy among couples considering marriage.

Getting engaged is a time-honored tradition that hasn't changed in decades. And the way jewelry companies talk about engagements hasn't changed much either. Images of men purchasing the perfect diamond alone and then surprising their girlfriend on bended knee still flood the industry. But today's couples have a more open view of love and relationships than the ones often depicted in the media.

All this led us to ask: If so many of today's relationships are about partnership, equality and open communication, why doesn't the engagement process — a shopping experience fraught with anxiety for men and women — match up?