New Technology Bridges the Online and In-store Jewelry Shopping Experience 


Press Release // January 30, 2019

Dimensional Innovations, an experience design firm, partnered with Helzberg Diamonds, a national retail and online jewelry store with more than 200 locations, to rethink the physical and digital customer experience. Seven “next generation” stores opened across the country between September and December 2018, featuring new and highly-customized technology to bring a new experience to the timeless tradition of shopping for jewelry.

Using augmented reality (AR) technology, The Helzberg Virtual Ring Experience invites guests to virtually “try on” over 100 ring styles in multiple viewing angles by placing their left hand on a custom designed palm rest with motion-tracking sensors. This technology is new to the jewelry industry, and pushes the limitations of AR technology. The Helzberg Virtual Ring Experience also allows users to share photos of their selections through email and social media posts to get instant reactions while shopping.

Additionally, Dimensional Innovations enhanced Helzberg’s Diamond Room Experience, an inviting, interactive experience for first-time buyers, by leveraging new digital solutions for hardware and software. Customers can view their diamond magnified on a 24” 4K screen, which allows the sales associate to show them all of the unique features of their diamond more easily.

The customer journey can start from home, and evolve through digital touch points in the store. This gives the customer more control over the experience, and empowers them to make educated decisions along the way.

JC Hendricks, Vice President/Creative Director – Interactive Technology at Dimensional Innovations

“Our focus was on improving the customer journey by leveraging cutting-edge technology in ways that has not been done before in this market,” said JC Hendricks, Vice President/Creative Director – Interactive Technology at Dimensional Innovations. “The customer journey can start from home, and evolve through digital touch points in the store. This gives the customer more control over the experience, and empowers them to make educated decisions along the way.”

Additionally, double-sided OLED screens act as signage for the storefront, digitally displaying information both to the interior and exterior of the store that can be updated to stay relevant and fresh.

Requiring a fully custom and completely integrated solution, the Helzberg Virtual Ring Experience was challenging as the AR technology had be to refined to tightly “fit” the ring onto the user’s finger. The development team explored many design iterations from the ground up, ensuring the best possible customer experience. Using rapid prototyping technology, the palm rest was carefully modeled and tested to address ergonomics, while tracking AR data in real time.

“Retailers are quickly working to blend the online and in-store buying experiences with technology,” said Dave Starr, Practice Director at Dimensional Innovations. “We believe the successful retailers will make experience and personal service their number one priority.”

CallisonRTKL was the architect for the next generation Helzberg Diamond stores.


About Dimensional Innovations

Dimensional Innovations is an experience design and build firm dedicated to creating immersive and engaging experiences. A team of brand strategists, architects, animators, interior designers, graphic designers, interactive and environmental designers, and digital engineers collaborate together in 140,000-square-feet of design and fabrication space. Together, they are makers and innovators of experiences that get remembered and talked about.

About Helzberg Diamonds

Helzberg Diamonds®, a retail and online jewelry store focused on customer service, was founded in 1915 and has more than 200 stores nationwide featuring a wide selection of fine jewelry, including diamond engagement rings and wedding rings, precious gems and watches. Helzberg Diamonds takes pride in its history of offering exceptional value, exclusive designs and timeless jewelry. Helzberg Diamonds is based in North Kansas City, Missouri, and is a subsidiary of Berkshire Hathaway Inc. (NYSE: BRK/A and BRK/B). For the locations nearest you, call 1-800-HELZBERG (800-435-9237) or visit Helzberg.com.