How Virtual Try-On Is Redefining Fine Jewelry

The Centurion

September 30, 2025

Merrick, NY--Walk into any jewelry store and you’ll see a familiar scene, showcases under bright lights, strategically arranged and waiting for a customer to ask, “Can I try that on?”

But the new reality is that many customers want to try before they even set foot in the store. Virtual try-on (VTO) technology is quickly becoming the expectation. Augmented reality is reshaping how consumers shop for jewelry. And with younger buyers entering the market, the ability to visualize a ring, necklace, or watch on their phone is a decision-making tool.

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Let’s discuss: Email your response to hhauben1@gmail.com. All submissions will remain anonymous. Here are a few ideas/questions to get started:

1. How might AR-driven try-on experiences influence your store’s ability to convert browsers into buyers?

2. Could virtual try-on serve as a bridge between your e-commerce platform and your in-store foot traffic?

3. What low-cost or pilot programs could smaller retailers implement this holiday season to stay competitive?

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From Luxury Gimmick to Industry Standard

It wasn’t long ago that virtual try-on felt like a futuristic experiment reserved for big luxury brands. But with Shopify and Instagram integrating AR plug-ins, even independent jewelers now have accessible ways to test the waters. A 2025 Salesforce report revealed that products with virtual try-on features see up to 40% higher conversion rates online compared to standard product images. And the jewelry sector, often considered “high-touch,” is now one of the fastest adopters.

The surprising part? Customers aren’t only using VTO for big-ticket items like engagement rings. Data shows significant usage for everyday fine jewelry such as stud earrings, stackable rings, and layering necklaces. This signals that AR is creating a habit of interaction that builds trust and loyalty.

The Hybrid Experience: Marrying Digital and In-Store

Forward-thinking jewelers are not seeing AR as a replacement for in-store visits but as a primer. Imagine a shopper narrowing down styles at home through an app, then walking into your store already confident about two or three pieces they’re ready to see in person. That makes for shorter, more intentional sales conversations and higher closing rates.

Stores that weave virtual try-on into their holiday campaigns, especially with gift-buying in mind, can turn casual browsers into pre-qualified buyers. For example, offering a “Holiday Try-On Preview” online that syncs with in-store appointment scheduling can funnel tech-savvy customers straight into your showcases.

What Small Retailers Can Do Right Now

You don’t need Cartier’s budget to experiment. White-label AR solutions are entering the market at subscription-level pricing. Some retailers are even starting with a limited pilot featuring 10–15 best-selling SKUs with virtual try-on during Q4. This allows you to gauge adoption and positions your store as innovative in a crowded holiday market.

In the months ahead, the question is how boldly you’re willing to integrate AR into your brand’s story before your competitors pass you by.

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We’d love to hear your perspective.

Your insights help us all learn from each other’s experiences. Email your discussion question responses to hhauben1@gmail.com. All submissions will remain anonymous.

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Our Mission 

The Jewelry Store Buyers Circle column is designed to empower jewelry store buyers with actionable insights and strategies that drive success in today’s dynamic market. By combining the precision of data analysis—such as key reports, inventory optimization, and sales forecasting—with practical advice on merchandising, vendor negotiations, and pricing strategies, this column will serve as a comprehensive guide. Beyond the numbers, I aim to explore the art of building strong vendor relationships and mastering the nuances of customer-centric buying decisions, ensuring readers are equipped to navigate both the analytical and human aspects of the jewelry business.