De Beers and Holition collaboration allows people to "try on" diamonds virtually

My Forevermark Fitting is a virtual try-on experience that brings jewellery featuring Forevermark diamonds to life as they sparkle and move with the wearer in real time via a computer screen.

My Forevermark Fitting is the first deployment of a 3D virtual try-on for pendants and earrings. The users are able to see the earrings and pendants sparkle in the light and to see how the jewellery will move as they “wear” it.

Using a webcam and the special Forevermark cut-outs, consumers downloading the application can see themselves “wearing” a selection of Forevermark diamond rings, pendants and earrings in 3D. Wearers can select all white gold or a combination of white, yellow and rose gold, as well as choosing the carat weight of the diamond rings.

Forevermark CEO Stephen Lussier said: “Not only does the experience reflect all the beauty of a Forevermark diamond; it is also a remarkable digital achievement to have jewellery moving with the wearer in real time.”

Forevermark worked in partnership with creative agency AKQA and global leaders in 3D augmented reality, Holition, to create the experience.

Holition CEO Jonathan Chippindale commented: “The sophisticated integration of real time physics to the Holition application for Forevermark further intensifies the ‘world first’ nature of this digital achievement. 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.”

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