Seeing the sparkle
In 2011, De Beers teamed up with creative agency, AKQA, and 3-D augmented reality company, Holition, to create an experience where customers could ‘virtually try on’ jewellery using their computers from its ‘My Forevermark Fitting’ website. The technology allowed people to see the diamonds sparkle and how the piece moves in a 3-D environment.
In a Forbes article by luxury writer Anthony DeMarco, Holition CEO Jonathan Chippindale noted at the time why the technology was groundbreaking. “Not only is the user able to see real-time light move throughout the Forevermark diamond, they are additionally able to imagine the way in which the unique articulated design will flow with their movement; a true reflection of the actual item of jewellery, which comes to life when worn,” he explains.
Perhaps one of the most exciting examples of AR we’ve seen to date was born from the collaborative efforts of Holition and Tatler magazine. The technology incorporated in the magazine’s September 2011 digital issue allowed consumers to virtually try on multi-million dollar rings while sitting at their computers. Famed international jewellery brands featured in the editorial included Cartier, Chanel, Chopard, De Beers, Fabergé, Graff, Harry Winston, Louis Vuitton, Mikimoto, Tiffany, and Van Cleef & Arpels.
