Jos Alukkas has introduced an augmented reality (AR)-based ‘Virtual Try-On’ feature on its online store, developed in partnership with mirrAR.

The feature enables customers to virtually try on jewellery products, including necklaces, earrings, bangles and rings, using their device cameras. It is accessible across most modern smartphones and desktops without requiring additional downloads.

Customers can access the feature by visiting the company’s website and selecting the ‘Virtual Try-On’ option for specific products, allowing them to view how pieces appear in real time.

John Alukkas of Jos Alukkas said, “Jewellery is deeply personal, and customers often want to see how a piece looks on them before making a purchase. With this new AR feature, we are bringing the showroom experience directly to our customers’ screens. It reflects our continued efforts to align traditional retail strengths with evolving digital expectations.”

The company stated that the AR integration is aimed at enhancing customer confidence in online purchases. It also expects the feature to support higher conversion rates and reduce product returns.

Meghna Saraogi of mirrAR said, “We are excited to collaborate with Jos Alukkas to bring cutting-edge AR technology to the jewellery industry. This solution bridges the gap between physical and digital retail, helping customers shop with confidence online.”

The rollout is part of Jos Alukkas’ broader digital transformation strategy focused on improving customer engagement and strengthening its omnichannel retail approach.