Indian jewellery retailer Jos Alukkas has launched an augmented reality virtual try-on feature on its e-commerce platform, developed in partnership with mirrAR, a specialist in AR beauty and jewellery technology. The feature allows customers to virtually try on necklaces, earrings, bangles, and rings using the cameras on their smartphones or desktop computers, requiring no additional app downloads.
Customers access the experience by selecting a Virtual Try-On option on individual product pages. The AR system overlays the selected jewellery piece onto the user's image in real time, replicating aspects of the in-store showroom experience digitally. The initiative is designed to increase purchase confidence, drive higher conversion rates, and reduce product returns — key metrics in the competitive online luxury jewellery segment.
The launch forms part of Jos Alukkas's broader digital transformation and omnichannel retail strategy. mirrAR's CEO Meghna Saraogi described the collaboration as bridging the gap between physical and digital retail, while Jos Alukkas representative John Alukkas emphasised the deeply personal nature of jewellery purchasing and the value of seeing how a piece looks before committing to a buy.
