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RAPAPORT... Blue Nile Inc. launched a new mobile shopping app, which is available in Apple's App Store, and now includes augmented reality on its "Dream Box" feature, allowing consumers to virtually "try on" an engagement ring from an iPhone. The online diamond retailer found that its Dream Box was one of the most popular features with consumers - whether they were shopping or just "dreaming" of buying a diamond.
The new app allows users to snap a photo of their hand, virtually "try on" the ring, and share it through Facebook, Twitter, text or email.
"Shopping for an engagement ring online is already superior in terms of selection, quality and value, and now consumers can see what the ring looks like on their finger right from their phone," said Blue Nile's president, Harvey Kanter. "When paired with the world's largest selection of certified diamonds and the ability to comparison shop against brick-and-mortar stores in real time, the new app empowers today's connected consumer like never before." The app also provides access to Blue Nile's Build Your Own Ring® section, various currency options, product education and personal consultation services.
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