Jos Alukkas has introduced an augmented reality (AR)-based “Virtual Try-On” feature on its online store in partnership with mirrAR, enhancing the digital jewellery shopping experience. The innovative feature allows customers to virtually try on a wide range of jewellery, including necklaces, earrings, bangles, and rings, using their device cameras in real time.

Accessible across most modern smartphones and desktops without any additional downloads, the feature brings the in-store experience directly to customers’ screens. By simply selecting the “Virtual Try-On” option on the website, users can view how different jewellery pieces look on them before making a purchase.

Managing Director John Alukkas highlighted that the initiative reflects the brand’s focus on blending traditional retail strengths with evolving digital expectations. The integration is expected to enhance customer confidence, improve engagement, and support higher conversion rates while reducing product returns. This launch marks a significant step in Jos Alukkas’ ongoing digital transformation and omnichannel strategy.