High-end jeweller De Beers is the latest brand to reveal a new service. It has developed an iPad app called For You, Forever that is designed to help shoppers create their own diamond ring.

It allows shoppers to compare different styles of diamonds and view each one closely. The technology, called Iris, slows down what shoppers normally see in a second and illustrates how the light hits different diamond shapes.

Customers can create a shortlist of favourite styles, share designs with others and reserve their final selection. Staff have their own login to track sales and can save client searches.

The service is a clear example of how mobile can improve a retailer’s sales process – both customers and shop assistants benefit. De Beers worked with mobile agency Somo.