Part of this evolution was the introduction of diamonds to engagement rings in the 15th century. Diamonds were, and still are believed to represent fidelity and eternity, and since their first use, have been an important aspect for most couples searching for a ring. With all the advancements and changes that have occured over the many years, the process of choosing an engagment ring has become increasingly more difficult. Now choices for rings range from yellow gold to white gold, platinum to silver. Add diamond size, shape, quality and cost to that equation and it makes for a potentially disastrous situation.
Tradition says that it is the man's job to handle the engagement ring.
Although, many men still choose to risk it on their own. I would say about 50 percent of the prospective buyers are men that come in alone. The other 50 percent are couples. Many people specialize in helping confused couples find a ring that is suitable to their needs, desires and finances. But only buy what you can afford.