Guys are good at lots of things but buying jewelry isn’t one of them. They fact is most guys want to please their significant others but they’re afraid they’ll screw it up. Kay, Zales and Jareds all portray guys as sappy romantics who are always in touch with the women in their life. It rings false. So we used their imagery as leverage to create “That Guy” which helped set the stage for Helzberg as the jewelry store for regular guys.