Tiffany engages m-commerce

In addition to putting rings on fingers, Tiffany & Co. is now putting display cases in hands.

The iconic jeweler has introduced an iPhone and iPod Touch app that offers a virtual display case of its diamond rings. The app, dubbed the Tiffany & Co. Engagement Ring Finder, was created in response to growing customer desire for mobile and interactive shopping, the merchant says.

The app includes Ring Sizer, a tool that lets shoppers determine their size by placing a ring directly on the screen of the mobile device and aligning it with the correct circle in a guide. Shoppers can browse the collection according to shape, setting, metal or design. The rings are shown in actual size. Each style may be viewed with diamonds of six different carat sizes. And shoppers can zoom in on a ring’s details, pair the rings with wedding bands, and save or share their favorites via e-mail, Facebook and Twitter.

While shoppers cannot purchase a ring through the mobile app, they can make an appointment for a diamond consultation via phone or e-mail.

Tiffany is No. 111 in the Internet Retailer Top 500 Guide.