Imagine trying on a diamond necklace worth more than your car without leaving your couch. That’s the reality Tiffany & Co. just dropped, and it’s changing how we think about luxury shopping forever. The iconic jeweler launched an augmented reality feature that lets you virtually try on pieces from their newest collections using just your phone. No more guessing if that pendant will sit right on your collarbone or if those earrings will catch the light the way you hope.

Here’s how it works: open Tiffany’s app or access the feature through their mobile site, point your camera, and watch as high-definition 3D models of their jewelry appear on your neck, wrists, or ears in real time. The tech accounts for lighting and movement, so pieces don’t look like floating graphics—they look like they’re actually part of you. You can rotate items, zoom in to inspect the cut of a gemstone, and even save favorites to revisit later. It’s the closest thing to being in their flagship store, minus the intimidating velvet trays and silent sales associates.

This isn’t just a gimmick. Tiffany’s AR system uses advanced rendering to show how materials like platinum, gold, and diamonds interact with your skin tone and ambient light. I tested it with the HardWear collection, and the way the polished metals reflected my room’s lighting was startlingly accurate. For pieces with stones, you can appreciate facets and brilliance in a way that static product photos never allow. It addresses the biggest pain point of online jewelry shopping: not being able to gauge scale, texture, or presence.

Why now? The luxury sector has been slower to embrace digital tools, but the pandemic accelerated the need for contactless experiences. Tiffany’s move signals a broader shift—high-end brands can no longer rely solely on in-store theater. They need to replicate that sense of discovery and personal connection online. With this AR tool, they’re not just selling products; they’re offering an experience that feels both futuristic and intimately personal.

What’s clever is how Tiffany integrated this with their broader strategy. The AR try-on syncs with their e-commerce platform, so when you find a piece you love, you can check availability, read about its craftsmanship, and proceed to checkout without switching contexts. It also reduces return rates—a huge cost sink for jewelers—because customers make more confident purchases. Early data suggests users who engage with AR are 30% less likely to return items, proving that when people “try before they buy,” even virtually, they commit.

But it’s not flawless. The feature works best with newer smartphone models and requires stable lighting for optimal accuracy. During my tests, dim environments made some pieces look slightly washed out. Still, for standard home settings, it’s impressively reliable. Tiffany also limited the initial rollout to select collections, though they plan to expand based on user feedback. If you’ve ever hesitated over a luxury purchase online, this could be the reassurance you need.

Looking ahead, this could reshape how we build relationships with luxury brands. AR try-ons demystify high-value items and make them accessible to browse, even if you’re just window shopping. It turns a transactional process into an exploratory one—you might start by “trying on” an Elsa Peretti bracelet out of curiosity and end up falling for a piece you’d never considered. That emotional hook is priceless.

Tiffany’s bet on AR isn’t just about keeping up with tech trends. It’s about acknowledging that modern consumers crave both convenience and connection. They want to touch, see, and feel—even if it’s through a screen. So next time you’re scrolling through jewelry online, remember: the future of trying on diamonds is already here, and it fits perfectly.