Majors

The Knot’s Owner Acquires Proposal Site How He Asked

MajorsSep 14, 2016

The Knot’s Owner Acquires Proposal Site How He Asked

The purchase by parent company XO Group will allow The Knot to get to consumers earlier in the wedding planning process and connect them to jewelry vendors.

A screenshot of the homepage of HowHeAsked.com, the site that has been acquired by XO Group, which also owns The Knot, The Nest and The Bump.

New York--The Knot is aiming to get to its audience earlier in the wedding planning process by adding proposal platform HowHeAsked.com to the mix.

The Knot parent company XO Group announced late Tuesday that it has acquired the website, which features unique proposal stories as well as popping the question and ring shopping tips. Terms of the deal are not being disclosed.

The company said that the move will allow its flagship brand, The Knot, to reach it audience earlier in their wedding planning journey by providing proposal ideas, engagement ring inspiration and connections to jewelry vendors and photographers.

It also allows more opportunities for its partners and advertisers to engage and connect with the “pre-engaged” audience, XO Group said.

The founder of HowHeAsked.com, Stacy Stahl, who was a panelist for a bridal jewelry discussion earlier this year at AGS Conclave, will join the XO Group and continue to run the website and its social media accounts.

“Not only are we acquiring a brand that helps couples pull off their perfect proposal with unique engagement stories and inspiration, we’re also excited to acquire a talented, motivated and enthusiastic team member, Stacy Stahl,” said Dhanusha Sivajee, executive vice president of marketing and editorial at XO Group Inc. “We look forward to bringing How He Asked into our portfolio of brands as we continue our mission of guiding people through all of life’s biggest moments.”

Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

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