National Jeweler Network

Market Developments

De Beers stores offering custom ring service

October 31, 2013

New York--De Beers Diamond Jewellers, the chain of stores the diamond miner and marketer operates in conjunction with LVMH Moët Hennessy Louis Vuitton, now is giving customers the chance to design their own engagement rings in store via an iPad.

The retailer said when customers enter the store expressing interest in an engagement ring, a consultant will show them what the store has to offer.

Those who don’t want to choose from the store’s selection can create their own rings using the bespoke design service iPad application “For You, Forever,” which is available for in-store use only.  

The iPad app is loaded with 10 ring settings each in three different metals.

It includes six diamond cuts: cushion, emerald, oval, pear, princess and round brilliant. There is a sliding scale customers can use to select carat weight, clarity and color and dictate their budget.

Creation of the ring takes two to three weeks.

The For You, Forever app also includes the De Beers Iris, which slows down what the human eye sees in an instant and replicates differing light conditions to illustrate how a diamond’s cut causes all eight sets of facets to illuminate simultaneously.

For You, Forever is rooted in the growing trend of luxury bespoke jewelry, meaning more customers want to design their own engagement rings, De Beers said.

De Beers Diamond Jewellers has eight stores in the United States. They are in: Bal Harbour and Naples, Fla., Costa Mesa, Calif., Houston, Las Vegas, New York, San Francisco and Washington.