Budget
The '2 Months Salary' Rule Is Marketing, Not a Rule
Where the rule came from, why it doesn't reflect how people actually buy engagement rings today, and what to budget instead.
Where the rule actually came from
It originated from a De Beers advertising campaign in the mid-20th century — not from any financial logic. It was, quite literally, a marketing line designed to set expectations higher, not a guideline meant to serve buyers.
It ignores your actual financial picture
Two people earning the same salary can have wildly different savings, debt, and other priorities. A rule based purely on income says nothing about what's actually affordable or sensible for your situation.
What most of our clients actually spend
Our core client budget is $3,000–$10,000 CAD, with the flexibility to go higher. That range reflects real spending patterns among people planning a proposal in Montreal today — not a formula, just what people genuinely choose to invest.
A better way to set your budget
Start from what you can spend without financial strain, not from a percentage of income. Consider what matters most to you — carat size, cut quality, metal — and let your consultation help you prioritize within a number you're actually comfortable with.
Where the budget actually goes
The center stone typically accounts for 50–70% of total cost. Choosing lab-grown over natural, or a slightly smaller carat with a better cut grade, can meaningfully shift what's achievable within any given number.
There's no minimum to start a conversation
A consultation costs nothing and comes with no obligation — bring us a real number, and we'll show you honestly what's possible at that budget, no pressure to stretch it.