Tiffany & Co. Brings Engagement Ring Shopping to the iPhone [VIDEO]

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For those looking to buy or receive a Tiffany's engagement ring, the app brings the smooth, uncluttered shopping experience of the jeweler's Flash-based website to the Flash-averse iPhone, iPod touch and iPad. Users can browse rings by shape, setting, metal, design and six different carat sizes (up to 2.5 carats in the app, although larger stones are available at Tiffany & Co. stores). Rings are displayed true-to-size and from multiple angles with zoom functionality.

The app's most clever feature is its Ring Sizer, which lets users determine their ring size -- or the ring size of their future fiancee -- by placing an actual ring on the screen and adjusting circle sizes to determine its circumference.

Users can also store their favorite combinations and share them via e-mail, text message, Facebook and Twitter -- a great option for getting feedback from friends and family members if done discreetly.

While the app is designed to drive customers to browse Tiffany's engagement ring catalog and get them into stores -- users can book a one-on-one diamond consultation via phone or e-mail straight from the app -- it's also a handy educational tool. Purchasing an engagement ring can be an intimidating process, and the app gives potential buyers a handle on the options -- and their accompany prices -- before entering stores.

The only feature that could make it better, in my opinion, is if the app utilized augmented reality technology to let users "try on" rings.

The app is available in the U.S., UK, Canada, Australia and Japan, with prices adjusted to match the local currency. A Chinese version is also available, as is an international English version for all other countries, but prices will not appear. Versions for other mobile platforms are not in production at this time.

What do you think of the Engagement Ring Finder? What additional features would you like to see in a second version?

To see a full preview of the app, check out the video below.