Home Technology Helzberg Diamonds launches AR tech at seven stores

Helzberg Diamonds launches AR tech at seven stores


Missouri-based Helzberg Diamonds, which has been operating for over 100 years, has introduced its newest store concept featuring augmented reality (AR) technology. The Helzberg Virtual Ring Experience bridges the online and in-store experience.

“We know before there’s ever a marriage proposal, future grooms and brides spend significant time online researching purchase considerations and exploring engagement ring preferences,” said Beryl Raff, chairwoman, and CEO of Helzberg Diamonds. “Understanding that online shopping often serves as the ‘front door’ to our retail stores helped us develop our next generation digital store concept. The new technology, like the Helzberg Virtual Ring Experience, creates a natural bridge between the online and in-store customer experience.”


With this AR solution allows couples to virtually try on more than 100 ring styles in multiple viewing angles. Customers can also share photos of their selections through social media and email to get instant reactions from family and friends.

“Some guests know exactly what they want, while others want to explore an endless aisle of possibilities from the size and shape of a diamond or gemstone, to the metal type, to the setting style. The Helzberg Virtual Ring Experience is a great tool to help customers find the perfect ring and give them greater confidence in their jewelry purchasing decisions,” continued Raff.


The new concept is a part of Helzberg Diamonds’ broader strategy around customer interaction in both the digital and physical space. The company now has seven ‘next-generation’ stores that feature the Helzberg Virtual Ring Experience and other digital enhancements with plans to double that amount by late 2019. The company has over 200 stores across the US. 

In addition to the Helzberg Virtual Ring Experience, the jewelry retailer also enhanced its Diamond Room Experience in the next-generation stores. Customers can view their selected diamond on a 24″ 4K screen where they can easily see all of its unique features up close. Each store is also equipped with digital signage to keep store content fresh and relevant.

Raff stated that with the new store concept, the brand will continue to create a seamless experience from online to in-store for its customers.




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