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Augmented reality helps readers to ‘try on’ £10m of jewellery online

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Magazine readers can now try on rings worth millions of pounds in the comfort of their own home – using augmented reality.

The latest issue of Tatler, which went on sale today, features a collaboration with augmented reality developer Holition that allows readers to see how jewellery worth millions, from a dozen brands including Boodles, Cartier , Chanel, De Beers and Fabergé would look on them. In all, users can virtually ‘try on’ jewellery worth £10m – and the only equipment they need is a pair of scissors and a computer with a webcam.

Kate Reardon, editor of Tatler said: “I’m beside myself with excitement. We’re bringing together the worlds of high tech and high jewellery. Frankly, I’ll be spending the next week trying on diamonds at my desk.”

Holition’s applications put a virtual 3D object onto a marker, such as a paper wristband, allowing the user to ‘try on’ jewellery. Using a webcam, they can see themselves on the computer trying on the different items. The company has previously run in-store and online promotions for jewellery brands including Boucheron (pictured).

Jessica Walsh, jewellery editor at Tatler, said: “What excites me is that we have brought together the oldest magazine in the world with an industry steeped in heritage and tradition – and combined the two to create a ‘first-time’ digital innovation. Digital technologies are changing the way in which people interact with both media and brands and I am excited to be contributing to this shift through such an exciting initiative.”

Jonathan Chippindale, chief executive of Holition said: “We’re delighted Kate Reardon and the team at Tatler have appreciated the potential of augmented reality as it provides an excellent platform for Holition to further increase the creativity and potential of augmented reality technology.

“So many people are looking online for their favourite fashion or jewellery item but what about trying it on before going to buy? It’s all about experiencing the brand in a different way using a webcam – you don’t need to know the technical details you just want to try it on!”

Our view: Augmented reality has emerged in recent years as a clever way of allowing people to try on luxury goods from a distance – seeing what expensive items would look like on them before they consider buying them, and possibly even making the purchase online. This initiative could well take augmented reality another step towards the mainstream.

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