$7 million in revenue, born from a ‘quick’ proposal: How The Heart Bandits tapped into a booming market for elaborate engagements. Michele and Marvin Velazquez didn’t set out to build a seven-figure business. Their inspiration came from a surprisingly common source: a less-than-stellar personal experience. That experience, a swiftly executed proposal that left Michele wanting more, revealed a gap in the market – a demand for meticulously planned, often extravagant, engagement experiences. Today, their Orange County, California-based company, The Heart Bandits, plans approximately 500 proposals annually, demonstrating a significant shift in how couples approach this milestone moment.
The genesis of The Heart Bandits in 2010 wasn’t a calculated business move, but a response to a perceived lack of options. As Michele recounts to CNBC Make It, Marvin’s proposal, while appreciated, lacked the “boldness” she envisioned. His response – “there aren’t really resources out there for guys” – wasn’t an admission of defeat, but the seed of a business idea. This highlights a crucial dynamic: successful ventures often arise from identifying unmet needs, even personal ones. The initial investment was minimal, relying on Michele’s event planning background from her time as an Air Force veteran and Marvin’s engineering problem-solving skills honed at MIT. This lean startup approach, building the business alongside full-time jobs and utilizing low-cost marketing like flyers and Yahoo Answers message boards, is a testament to their resourcefulness.
Follow the money, and a clear pattern emerges. The Heart Bandits’ revenue trajectory is directly linked to their willingness to adapt and professionalize. Initially charging just $300 per proposal, a consultation with a business advisor prompted a rate increase – a “game-changer” according to Michele. Current pricing ranges from $1,649 to $2,149 for standard custom proposals, escalating to a 20% commission on budgets exceeding $8,000. This pricing strategy reflects a shift in perceived value. Proposals are no longer simply about the question; they’re about creating a shareable, “picture-worthy” moment, a trend fueled by social media. This is where the industry has fundamentally changed. In 2024 and 2025, The Heart Bandits generated seven figures in total income, with mid-six-figure gross profits after vendor costs – a 330% increase in gross revenue compared to the early days of $300 proposals.
Based on the original CNBC report.
The rise of The Heart Bandits isn’t occurring in a vacuum. The proposal planning industry, once dismissed by wedding vendors as “stupid” and unprofitable, has demonstrably matured. Competitors have emerged, validating the market Michele and Marvin pioneered. However, the Velazquez’s 16 years of experience provide a significant competitive advantage. Their institutional knowledge – knowing how to navigate permits, anticipate logistical challenges, and manage unexpected issues like inclement weather – is a value proposition that newer entrants struggle to replicate. This experience translates into a higher success rate and reduced stress for clients, justifying the premium pricing. The company’s geographic focus has also evolved, initially relying on frequent travel to popular destinations like New York City and Paris, but now largely operating remotely with a network of international vendors, minimizing overhead.
The shift towards “picture-worthy” proposals, driven by platforms like Instagram and TikTok, is a key indicator of evolving consumer behavior. Marvin notes that clients are increasingly focused on creating visually stunning moments, rather than intimate experiences. This trend has driven up the cost of proposals, with The Heart Bandits now incorporating elements like fireworks and helicopter rides – luxuries unheard of in their early days of handmade signs and In-N-Out burgers. This isn’t simply about extravagance; it’s about the perceived return on investment. A visually compelling proposal generates social media engagement, extending the celebration beyond the couple and their immediate circle.
What this means for your wallet: The increasing demand for elaborate proposals suggests that engagement budgets are likely to continue rising. If you’re planning to propose, consider the long-term value of the experience. While a simple, heartfelt gesture remains meaningful, investing in a professionally planned proposal could yield a higher return in terms of social capital and lasting memories. The key question for consumers isn’t just how much to spend, but where to allocate those funds. Will the focus be on the ring, the event, or a combination of both? And, crucially, are you proposing for your partner, or for the ‘gram’?
