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New York--Online jewelry retailer Ice.com has launched an interactive mobile application that will enable shoppers to virtually “try on” rings and bracelets before making a purchase.

Through augmented reality technology, the mobile app allows users the opportunity to view the retailer's jewelry catalog, select an item and opt to virtually “try on” the piece. Utilizing their mobile device camera, shoppers can take a picture of their hand and superimpose the jewelry onto the image.

Ice’s mobile app prompts users to virtually “try on” jewelry they’ve picked out before purchasing.

Users can then share pictures of the “tried on” jewelry with friends and family via email, Facebook and Twitter, and may also add it to an Ice wish list.

“It’s all about enhancing our customer’s experience, customer engagement with our products as well as overall conversion,” Shmuel Gniwisch, CEO of Ice, said. “No longer will online shoppers have to question, ‘Will this look good on me?’”

Gniwisch added that the app will enhance the online jewelry shopping experience “in a manner never achieved before.”

With the new app, Ice joins a number of other jewelry companies using augmented reality to enhance the customer experience and help consumers decide on a jewelry purchase. The Ice mobile app is currently available for iPhone and will become available for Androids later this year.