Emerald-cut or princess? Gold or platinum? How many carats? Buying an engagement ring is a minefield of choices. Pick the wrong one and you risk a lukewarm reception to your proposal.
Now, nervous grooms-to-be can obsess over the perfect ring while commuting to work or hanging at the sports bar with the new iPhone app, the Tiffany & Co. Engagement Ring Finder.
The free app allows users to search through life-size versions of all its designs, bumping carats up and down. Sure, prices for some rings start well into five figures, but a guy can dream.
He can also save his favourites, and share them with her besties for approval - assuming the bride-to-be hasn't already commandeered the app.
The app's ring-sizer also takes the guesswork out of the process: Just drop a ring of hers on the screen and scroll a sidebar until you find the right match. There's no actual shopping on the app, but it will help guys make an appointment to check out the rings in person.
The engagement ring finder is the first foray into the iPhone app world for the jeweller.
"We invented the engagement ring as we know it," says Carson Glover, Tiffany's New York director of media relations. "It's what we're known for."
One caveat: This is clearly a gateway app to wedding planners and ovulation calendars. Guys, you've been warned.