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Diamonds are an app’s best friend

Monday, 23 January 2012 | By Michelle Hammond

A new app titled “Forevermark: The Promise” – complete with videos, interviews and interactive tools – aims to help users choose the perfect diamond.

 

Launched by the De Beers Group, the app can be used to learn more about different colours, cuts, sizes and quality standards of diamonds.

 

Interactive elements allow users to see the different sizes on a 1:1 scale, gaining a realistic idea of the type of diamond that will suit them.

 

“Embark on an engaging journey, following a Forevermark diamond from the carefully selected mines through to its starring role in beautiful jewellery,” the iTunes description reads.

 

“Explore a beautiful Forevermark diamond in 3D, and zoom in to see the unique inscription at its heart.”

 

“Get practical advice on how to choose the perfect Forevermark diamond for you or your loved one [and] discover where beautiful Forevermark diamonds are available near you.”

 

This is a prime example of an old brand advertising its products in a new way. Does this suggest other niche or luxury brands are looking to do the same? It might be worth doing some digging.