James Allen, a high-profile online jewellery store, has developed new technology that allows consumers to view and select a stone and, using the company’s recently-launched Diamond Display Technology, view it from practically any angle in great detail.
The company’s marketing director David Berkovits said every diamond on the site was available for viewing, including rare coloured diamonds, such as yellow, pink, green, orange, blue and brown coloured stones.
He said viewing the stones gave consumers much more information than standard grading certificates.
"We are already working on the future generation of display technologies that will be introduced later this year," said James Allen's IT manager Gil Weiner.
As the price of this display technology continues to drop, independent jewellers may consider adding similar features to their own websites, if not for every stone, then maybe for special rings or unique pieces of diamond jewellery.
In Australia, companies such as Scorpion Technology, which had Ortery 3D photomation photographic units on display at the Melbourne jewellery fair, give jewellers the opportunity to photograph and then post rotating 3D images of their stock on their own websites.
To view the Diamond Display Technology,
click here