Digital Watch: De Beers App Makes Diamonds a Retailer's Best Friend

Long associated with engagement and wedding rings, diamonds may be a girl's best friend. But De Beers, the brand name most closely associated with the coveted stone, aims to make diamonds a retailer's best friend too, with its new iPhone/iPad app.

The De Beers Bridal App allows consumers to review a complete collection of wedding day jewelry, choose an engagement ring and matching wedding band, view videos to get expert information on how to choose diamonds, and go behind the scenes of De Beers' diamond selection, design, and craftsmanship. Leveraging the power of social media, the app encourages the consumer to select their favorites and share them with friends. The consumer can also sign up to receive emails from De Beers.

In a nice touch that will keep retailers happy, the app also offers up the retail locations closest to the user who sell De Beers jewelry and enables the consumer to make an appointment as well as locate the retailer on a map. While the consumer can "arrange a viewing" on the De Beers website, store locations are limited to a few major retailers in key cities.Continue reading...