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De Beers taps new market with Forevermark virtual try-on

October 13, 2011

Forevermark uses augemented reality

De Beers Group’s Forevermark is continuing its augmented reality pursuits with the launch of My Forevermark Fitting, a virtual try-on experience through users’ computer screens available for the first time in the United States.

The group originally debuted augmented reality for Asian markets where consumers could print out 3D jewelry, allowing them to ”try on” expensive pieces through the eyes of their Web cams. My Forevermark Fitting will allow consumers to try on pendants and earrings.

“Forevermark is a diamond brand from the De Beers Family of companies, and as such leverages the 120 years of diamond expertise behind the company,” said Adelaide Polk-Bauman, New York-based public relations manager for Forevermark.

“Forevermark provides consumers with sought-after reassurance that their diamond purchases are genuine, natural and that they are not only responsibly sourced, but that they benefit the communities from which they originate,” she said.

“The U.S. is a significant diamond market and we are now dedicating our efforts into establishing an exclusive national distributor network.”

Holition, which developed augmented reality strategies for De Beers, Tag Heuer, BMW and Tacori, handled Forevermark’s campaign.

Diamonds are forever
Forevermark first launched in Asia to a positive response.

“China and India are the fastest-growing diamond markets in the world, and it was always in our strategy to bring the brand to the growing numbers of discerning consumers in these markets,” Ms. Polk-Bauman said.

Consumers can start the experience by visiting the site at http://www.forevermark.com/en/virtualtryon.

Forevermark augmented reality site

Users are instructed to download and install the virtual try-on feature on their desktop computers.

When the application is installed, consumers can print out tabs that have the type of jewelry on it.

By holding the paper up to the body part where the jewelry would be, it will look as if consumers are wearing Forevermark diamonds.

Forevermark diamonds and augmented reality

Forevermark encourages sharing on social media sites such as Facebook and Twitter and has began to market its augmented reality capabilities through its own feeds.

First-time consumers can watch a video that shows exactly what to do with the My Forevermark Fitting app.

Reality check
Since buying expensive jewelry is usually an emotional purchase, consumers like to physically touch or hold pieces before buying.

Therefore, ecommerce options are not typical in the luxury jewelry realm.

Instead, quite a few upscale jewelry lines have been tapping augmented reality to bring an experience closer to consumers.

For instance, jeweler Tacori is partnered with Conde Nast’s British society magazine Tatler by incorporating an augmented reality feature on the publication’s Web site to celebrate its relaunch (see story).

Additionally, Boucheron allowed consumers to try on its luxury jewelry from home or via smartphone, causing a 50 percent increase in Web site traffic (see story).

“Augmented reality is an exciting opportunity to bring consumers closer to products in the digital space,” Ms. Polk-Bauman said.

“Consumers can experience these products in the comfort of their own home in convenience at the time of their choosing,” she said.

Final Take
Rachel Lamb, associate reporter on Luxury Daily, New York

Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.