So far Blue Nile
has been the leading e-commerce retailer in the US jewelry market, and in no small part due to this beautiful app. The application seems a bit bulky at first, with all its steps and menus and choices. Nonetheless, it's quite creative and flexible as it enables you to make your own ring design, choosing a diamond and then a setting. The app then allows you to try it on your hand, however, augmented reality hear works pretty much like Photoshop - you take a photo, drag, pan and pinch the ring until it sits right on your finger. A lot of users complained about this app not working In general, it's a full-scale jewelry shop in an app, with the opportunity to learn more about the jewelry creation process, diamond weights, various settings and designs before you buy something - via the app, of course.
The app appeared in the store practically at the same time as the Tiffany&Co app, and they have been dominating the market ever since. However, this app still represents only one brand and lacks a broad range of prices and choices - and these are factors a lot of users pay much attention to while e-shopping.
To sum up, the app seems to be constantly updated with new features, and users are still quite loyal to it.