Blue Nile updates app with virtual reality offer

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Customers can now try-on engagement rings via their mobile phones.

Online jeweller Blue Nile has updated its mobile shopping app, incorporating an augmented reality ‘Dream Box’ feature giving customers the chance to virtually try on engagement rings via their mobile phones.

Available for free through Apple’s App Store, Blue Nile’s app contains thousands of one-of-a-kind rings that customers can virtually try on by uploading a picture of their hand using the Dream Box feature.

Users can then share their favourite virtual engagement ring through Facebook, Twitter, text or email.

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Blue Nile president, chief executive officer and chairman, Harvey Kanter, commented: “Shopping for an engagement ring online is already superior in terms of selection, quality and value, and now consumers can see what the ring looks like on their finger right from their phone.

“When paired with the world’s largest selection of certified diamonds and the ability to comparison shop against brick and mortar stores in real time, the new app empowers today’s connected consumer like never before."

The refreshed app also features Blue Nile’s Build Your Own Ring function, allowing customers to create a unique ring from seven different categories and a variety of styles.

It also incorporates Blue Nile’s full line of bracelets, necklaces, pendants and earrings, with the option to refine the results by popularity, customer rating and price.

Other aspects of the app include an interactive Diamond Search – taking customers through the four Cs – international shopping, shipping and currency selection, in-depth product education and information and a dedicated app customer service team.

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