Will you marry me?

@step

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SoundTikTok sound · original sound - step

Promoted product

Ken & Dana Designkenanddanadesign.com

Handmade and custom engagement rings and wedding bands, crafted in NYC using conflict-free or lab diamonds and recycled metals. Each ring is one-of-a-kind and made to order. We work with couples nationwide and around the globe.

Why it worked

The video uses a relatable, high-stakes skit format to deliver educational content about diamond pricing and ethics, making the brand mention feel like a natural conclusion to the argument.

Summary

A couple discusses the merits of choosing a 0.9 carat lab-grown diamond over a 1 carat mined diamond during a marriage proposal. The video highlights the significant cost savings and ethical benefits of lab-grown diamonds.

Structure

1The proposal happens
2The partner questions the ring size
3The proposer explains the price difference
4

Original caption

Here’s why the smartest couples are skipping the overpriced 1 carat wedding ring. 💎 A 0.9 carat diamond looks almost identical to a 1 carat but can cost nearly 50% less. And lab grown diamonds are chemically the same as mined ones, just 80 to 85% cheaper and way more ethical. 🌍 See how much you can save without sacrificing beauty, quality, or your values. @Angelo Castillo

More from @step

Product placement

Ken & Dana Design is mentioned via on-screen text as the source for lab-grown diamonds.

On-screen text

marry me? this ring is so pretty. How many carats is it? 0.9 carats. 0.9? I'm not even worth a 1 carat ring to you? Then what is it? You're not broke are you? 0.90 Ct. 6.2 mm 1.00 Ct. 6.4 mm See any difference? I mean, no, not really. On average, that's a 48% premium for a 1 carat diamond, over one that weighs 0.9 carats Okay, well a diamond, right? Oh, yeah This is a real diamond, right? Define real. It's technically real. But... Ken & Dana Design lab-grown diamonds can typically cost 80-95% less than natural, mined diamonds. Oh God... I'm marrying a cheapskate. But You'd rather get unethically sourced diamonds that are 10 times the price? I know.

Transcript

Will you marry me? Oh my god, yes, this ring is so pretty. How many carats is it? 0.9 carats. 0.9? 0.9? I'm not even worth a 1 carat ring to you? No, no, no, it's not like that. Then what is it? You're not broke, are you? No. Here's a picture of a 0.9 carat ring and here's a picture of a 1 carat ring. Do you see any difference? I mean, no, not really. The only difference is the price. One carat rings are typically 48% more expensive than 0.9 carat rings, even though they practically look the same. Okay, well, a diamond's a diamond, right? Oh, yeah. This is a real diamond, right? Define real. No, babe, look, it's technically real. It has the same molecular structure as any other diamond. It just happens to be grown in a lab. But, come on, babe. Lab-grown diamonds are exactly the same as hand-mined diamonds, except 80 to 85% cheaper. Oh god, I'm marrying a cheapskate. But you'd rather get unethically sourced diamonds that are 10 times the price? I mean, you know with that money we could travel the world, have a nice wedding, have a honeymoon, instead of buying from companies that take advantage of impoverished workers forced into dangerous, inhumane conditions. Yes, you're right. I know.