News & Runway

De Beers Helps Us Shop for Diamonds [Video]

Next month, De Beers will launch its new iPad and iPhone application, available for free via iTunes, and they invited us to their Fifth Avenue flagship to get a first look. Offered in five languages, the application allows you to search for the perfect De Beers engagement ring, as well as matching wedding bands, eternity sets, and complementary wedding day jewelry (including earrings, necklaces, and bracelets). Users are invited to mix and match so they can visualize their favorites via an interactive scrolling feature and once the user has selected the ring(s) they like, they can save them to their favorites, share via Facebook, Twitter, email, and/or book an appointment directly from the app where a note goes to the nearest store. The appointment note sent to the store location includes the user's favorite selections to facilitate the process.

The app also includes a "Locations" tab where you can see all of the De Beers store locations and can click “View Map” to see the store location on a map without leaving the app. Further, you can sign up for the De Beers eNewsletter and there’s a tab titled “De Beers Difference” which features short videos that give an overview of the brand, help users select the ring that's right for them, and offers insight into the design and craftsmanship of the brand's products.

De Beers shared with us exclusively one of the app’s forthcoming videos, which helps us shop – albeit in somewhat vague terms – for diamonds. The man featured in the video is Andrew Coxon, a former diamond miner who has been with De Beers for 30+ years; he's the leading diamond expert and the president of the De Beers Institute of Diamonds. 

Every girl deserve a Cinderella moment (and some wedding cake, which I had the pleasure of devouring thanks to De Beers!)…even if she's not engaged.