THE GENTLEMAN'S GUIDE TO BUYING AN ENGAGEMENT RING (WITHOUT GETTING OVERWHELMED)

Let's be honest: walking into a jewelry store can be terrifying. The lights are bright, the price tags are hidden, and the sales terminology sounds like a foreign language. "VVS1," "Table Percentage," "Fluorescence"—what does it all mean?

You want to get this right. It's likely the most expensive thing you've bought so far (aside from a car), and it's for the most important person in your life. You don't want to overpay, but you definitely don't want to disappoint.

This guide is your playbook. No fluff, just the strategic intel you need to buy a world-class ring without getting ripped off.

THE BUDGET (FORGET THE 2-MONTH RULE)

You've probably heard that you should spend "two months' salary." Do you know who invented that rule? De Beers marketing executives in the 1940s. It is a myth designed to make you spend more.

The Reality: The "Comfortable Reach" Rule
Spend what you can afford without going into debt. Whether that is €3,000 or €30,000, there is a stunning ring for every budget. The ring is a symbol of love, not a financial burden.

The Zizov Advantage: Value Hacking
Because we are based in Antwerp and buy directly from the cutters, your budget goes about 30% further with us than at a high-street retailer. You are paying for the diamond, not our rent, marble floors, or expensive ad campaigns.

SPY WORK: FINDING HER STYLE (WITHOUT GETTING CAUGHT)

You want to surprise her, but you also want her to love it. Here is how to be a ninja.

1. The "Sock Drawer" Raid

Wait until she is out. Go through her jewelry box.
Check the Metal: Is it mostly Silver/White Gold? Or is it Yellow Gold? Mixing metals is a risky move unless you know she likes it.
Check the Style: Is it delicate and minimal? Or big and chunky? Take photos of her favorite pieces.

2. The "Pinterest" Sleuth

This is your goldmine. 90% of women have a "Wedding" or "Dream Ring" board on Pinterest. Find her account. If it's private, ask her best friend to screen-record it for you.

3. The Double Agent (Her Best Friend)

Her best friend knows exactly what she wants. She has probably sent her friend 50 screenshots of rings she likes. Swear the friend to secrecy and extract the intel.

THE 4CS: THE "HACKER'S GUIDE"

Textbooks will tell you to buy D Color and Flawless Clarity. We tell you to buy with your eyes, not the paper.

The "C"	Textbook Definition	The Zizov Hack (Save Money)
Cut	Symmetry and Polish.	Never compromise. Only buy Excellent/Ideal. A bad cut makes a big diamond look dead. This is the engine of sparkle.
Color	D is colorless, Z is yellow.	The Hack: You don't need D. For Yellow Gold rings, buy an H or I color. The gold setting masks the slight warmth, and you save 40%. For Platinum, stick to F or G.
Clarity	Flaws (inclusions).	The Hack: Buy VS2 or SI1 (Eye Clean). If you can't see the black spot with your naked eye, why pay double for a Flawless stone? Put the money into size instead.
Carat	Weight.	The Hack: Buy "Off-Size." A 0.95ct diamond looks identical to a 1.00ct diamond but costs 20% less because it misses the "magic number" premium.

DEEP DIVE: LIGHT PERFORMANCE (WHY SOME DIAMONDS LOOK DEAD)

You can have two diamonds with the exact same 4Cs (Certificate), but one looks like a ball of fire, and the other looks like a piece of glass. Why?

It comes down to Physics (Refraction).

The "Leakage" Problem

A diamond is essentially a prism designed to bounce light.
Ideal Cut: Light enters the top, bounces off the bottom facets (pavilion), and shoots back out the top into your eye.
Shallow Cut: Light enters, hits the bottom at the wrong angle, and leaks out the bottom. The diamond looks dark and watery (often called a "fisheye").
Deep Cut: Light enters, bounces sideways, and leaks out the side. The diamond looks small and dull (often called a "nailhead").

METAL PHYSICS: GOLD VS. PLATINUM

You have two main choices. Here is the science behind them.

1. Yellow Gold (18k)

The Look: Classic, warm, vintage.
The Physics: Gold is soft. It scratches easily but can be polished back to a high shine.
The Hack: If you choose Yellow Gold, you can buy a lower color diamond (H, I, J) because the yellow metal masks the yellow tint in the stone.

2. Platinum (The "Forever" Metal)

The Look: Icy white, modern.
The Physics: Platinum is dense and hypoallergenic. When it scratches, the metal is merely displaced, not lost. Over time, it develops a "patina" (a cool matte finish).
The Verdict: If she has sensitive skin or works with her hands, get Platinum.

STALKING THE RING SIZE (IMPOSSIBLE MISSION?)

This is the trickiest part. Here are the three most effective ways to get close:

1. The Trace Job: Wait until she takes a ring off (one she wears on her ring or middle finger). Quickly trace the inside circle on a piece of paper. We can calculate the diameter from that.
2. The Pinky Test: Put her ring on your pinky finger and mark exactly where it gets stuck with a pen. Come to us, and we will measure your finger at that mark.
3. The "Sleep" Measure (High Risk): Use a piece of string while she is sleeping. Only for the brave.

THE PROPOSAL LOGISTICS

You have the ring. Now you need to execute the mission.

1. The Box Bulge

A standard ring box is a cube. It looks like a tumor in your pants pocket. It will give the surprise away.
The Fix: Ask us for a Slimline Travel Pouch or a flat engagement box. It slips into a jacket breast pocket invisibly.

2. The Speech

Don't wing it. You will blackout from adrenaline. Write down 3 bullet points:
- When you knew she was the one.
- Why she makes you better.
- The Question.

3. Insurance (Mandatory)

Do not walk out the door without insurance. If you drop it in the ocean during a beach proposal, you need to be covered. See our Insurance Guide.

ZIZOV INSIDER: SHE HATES "SURPRISE" RINGS

The Stat: 60% of women wish they had input on their ring design.

The Risk: You buy a Halo because it's flashy, but she wanted a Solitaire because it's timeless. She smiles, says yes, and then secretly hates the ring for 50 years.

The Solution: The "Placeholder" Strategy
Propose with the loose diamond in a temporary tension holder, or a simple silver mockup. Then, fly her to Antwerp to design the final mounting together. It's safe, romantic, and guarantees she gets exactly what she wants.

FREQUENTLY ASKED QUESTIONS