On the occasion of the VivaTech show in Paris, Tiffany & Co, part of the LVMH group (which purchased it in January 2021), presented a new technological solution that intends to revolutionize the customer experience in the jewelry sector. The main objective of this innovation is to reinvent interaction with the customer: at VivaTech Tiffany & Co showed how, thanks to a kiosk equipped with a tablet, it is possible to access a wide range of customizable rings and bracelets. Customers can choose carats, gemstone types, gold and silver colors. The box can also be personalized with different messages and colours. As Loïc Muhlmann, 3D director of Hapticmedia, which is responsible for the software, explains, “you can choose the carat, the cut of the diamond and the model, and even engrave a personalized text”.
One of the most fascinating innovations presented is the use of augmented reality. Once the jewel has been chosen and personalized, thanks to a hi-tech camera, customers can see the jewel on their finger or wrist in real time, projected on a screen. “We will have a system in a controlled environment that will show the ring in its actual size, to see if it is to our liking,” Muhlmann added. The result is surprising and practical, since the virtual ring displayed will always be the right size. If the customer is satisfied with the result, he can proceed with the order directly. Tiffany & Co plans to roll out this solution to its stores in the coming months, in flagship stores around the world.
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