jewelry
jewelry

De Beers Enters the App World

The company's first app, is slated to launch in English for the U.K. and U.S. markets first, focuses on the bridal jewelry sector.

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NEW YORK — De Beers Diamond Jewellers is adding a new facet to choosing an engagement ring or wedding band.

Next month, the diamond jewelry company will launch its first iPad and iPhone app, which will hone in on the bridal sector and simplify the often daunting task of finding the right combination of rings meant to be worn for a lifetime. Case in point, the interactive app gives users a way to find a diamond solitaire ring, then match it with a wedding band and complete the set with an eternity band. They can then compile a list of preferred combinations on a “Your Favorites” feature, and click on an icon to set up an appointment with a De Beers expert or locate a nearby store via the app.

In addition, the app aims to enhance the De Beers jewelry experience by offering several videos with Andrew Coxon, a diamond expert and the president of the De Beers Institute of Diamonds. In these clips, Coxon articulates the cornerstones of De Beers, giving an in-depth view, for instance, into the company’s philosophy of “The 4 Cs” (cut, clarity, color and carat) and ways in which De Beers seeks to bring out a “diamond’s innate fire, life and brilliance.” In one segment, Coxon discusses the De Beers Iris technology, which allows users to see a stones’ brilliance by mimicking various light conditions, to dazzling effect.

“It is a truly immersive experience that brings our engagement rings and bridal jewelry to light — with beautiful images and bespoke content from diamond jewelry experts,” De Beers Diamond Jewellers chief executive officer Francois Delage said. “We see it as the definitive diamond wedding jewelry information resource, expressing our role as the diamond mentor for consumers.”

As most brides wear more baubles than just rings on their big day, the app also features the house’s extensive selection of jewelry suited for weddings.

The free app is slated to launch in English for the U.K. and U.S. markets first, followed in May by versions in Japanese, French and two Chinese-language apps, one for Taiwan and Hong Kong and one for China.

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