Helzberg Diamonds Launches New Augmented Reality Technology To Seamlessly Bridge The Online And In-Store Buying Experience

100 year-old jewelry retailer innovates the customer diamond-buying experience in seven next-generation stores

Kansas City, MO /PRNewswire/ - Helzberg Diamonds, one of the jewelry industry's most innovative national retailers, has introduced its newest store concept featuring augmented reality (AR) technology, the Helzberg Virtual Ring Experience, that bridges the online and in-store experience.

"We know before there's ever a marriage proposal, future grooms and brides spend significant time online researching purchase considerations and exploring engagement ring preferences," said Beryl Raff, chairwoman, and CEO of Helzberg Diamonds. "Understanding that online shopping often serves as the 'front door' to our retail stores helped us develop our next generation digital store concept. The new technology, like our Virtual Ring Experience, creates a natural bridge between the online and in-store customer experience."

A first in the jewelry industry, the Helzberg Virtual Ring Experience allows couples to virtually try on more than 100 ring styles in multiple viewing angles. With this technology, customers can share photos of their selections through social media and email to get instant reactions from family and friends.

"Some guests know exactly what they want, while others want to explore an endless aisle of possibilities from the size and shape of a diamond or gemstone, to the metal type, to the setting style. Helzberg Virtual Ring Experience is a great tool to help customers find the perfect ring and give them greater confidence in their jewelry-purchasing decisions," continued Raff.

For more than 100 years, Helzberg Diamonds has provided provide best-in-class customer service and continues to lead with this innovative approach to meeting the needs of today's customers. The new concept is a part of a broader strategy around customer interaction in both the digital and physical space. The company now has seven "next-generation" stores which feature the Helzberg Virtual Ring Experience and other digital enhancements with plans to double that amount by late 2019.

In addition to the Helzberg Virtual Ring Experience, the company also enhanced their Diamond Room Experience in the next-generation stores. Customers can view their selected diamond on a 24" 4K screen where they can easily see all of its unique features up close. Each store is also equipped with digital signage to keep store content fresh and relevant.

"With our new store concept, we're creating a seamless experience from online to in-store for our customers," Raff continued.

Video and/or photos of the Helzberg Virtual Ring Experience and next-generation stores are available upon request.

About Helzberg Diamonds
Helzberg Diamonds®, a retail and online jewelry store focused on customer service, was founded in 1915 and has more than 200 stores nationwide featuring a wide selection of fine jewelry, including diamond engagement rings and wedding rings, precious gems and watches. Helzberg Diamonds takes pride in its history of offering exceptional value, exclusive designs and timeless jewelry. Helzberg Diamonds is based in North Kansas City, Missouri, and is a subsidiary of Berkshire Hathaway Inc. (NYSE symbols BRK/A and BRK/B). For the locations nearest you, call 1-800-HELZBERG (800-435-9237) or visit Helzberg.com.