November 26, 2012, 3:43 PM

Ice.com: How does it look?

The jeweler lets consumers try rings and bracelets on via augmented reality.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

Ice kept getting the same question: “How can I see what this ring looks like on my finger?” It responded with augmented reality. An Ice app user finds a ring and touches Try It On, then an optimized image of the chosen ring appears on the screen while the smartphone camera is live. The shopper lines up the ring over her finger then snaps a picture. Then she can pinch, zoom and swipe to position the piece correctly. She can share the picture with friends and family via e-mail, Facebook or Twitter. Shoppers also can try on bracelets. CEO Shmuel Gniwisch says: “We felt if we can give consumers a touch experience that is very different from a web experience and it can be easy, game-changing, fun and social, we can do what no one has been able to do in our field.”

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