De Beers launches app for bespoke service

Diamond jewellery maker De Beers debuts next week a bespoke engagement ring service in all of its boutiques worldwide. The service is based on an iPad app, which is free of charge, and allows customers to build a ring from cut and clarity to setting.

The “For You Forever” app replicates differing light conditions, which illustrate the diamond’s cut via a video of its iris. Normally, this process isn’t readily accessible to shoppers but technological advancements have permitted the brand to record a video of the brilliance of different diamond cuts.