iWedding: De Beers launch new bridal app

Posted April 02, 2012 |

De Beers Diamond Jewellers has announced that it will release a new bridal app, available on the iPad and iPhone.

The consumer-targeted app will launch next month, and aims to help Brides-to-be match their ideal engagement, wedding and eternity rings, within the De Beers range of course.

Users can flag their favourite pieces and combinations like you would with a wish list or gift registry, and then click a button to set up an appointment with a De Beers expert or find a nearby stockist.

There is a lot of rich media included in the app as well, with videos featuring president of the De Beers institute of diamonds, Andrew Coxon walking users through the ‘four Cs’ and new De Beers technology.

“It is a truly immersive experience that brings our engagement rings and bridal jewellery to light with beautiful images and bespoke content from diamond jewellery experts,” said CEO De Beers CEO Francois Delage. “We see it as the definitive diamond wedding jewellery information resource, expressing our role as the diamond mentor for consumers."

A number of companies across a range of retail markets have released phone and tablet apps to further engage consumers with their advertising materials and the De Beers app is evidence the jewellery industry is taking notice of the trend.

The free app will launch an English language version next month, with Japanese, French and Chinese language apps to follow in May.

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