De Beers Introduces In-Store iPad App

Diamond jewellers De Beers has introduced an in-store iPad app for shoppers.

Developed by Somo, the app enables users to compare the range of diamond cuts, carat weights and ring styles on offer. 

Customers can examine each type of diamond using the De Beers Iris tool, which replicates a variety of light condition to show how each glitters, in slow motion. They can then shortlist their favourites or share them with others before making their final choice.