Jos Alukkas launches AR virtual try-on for jewellery

MUMBAI: Jos Alukkas just turned mirrors into magic because why try on jewellery in a showroom when you can let your phone do the sparkling for you? Jos Alukkas, a trusted name in quality and trendy jewellery across India, has introduced an Augmented Reality (AR) virtual try-on feature on its website, developed in partnership with mirrAR. The tool allows customers to see how necklaces, earrings, bangles, rings and other pieces look on them instantly using their smartphone or desktop camera no downloads required.

Users simply visit the official website, select a desired item, choose the ‘Virtual Try-On’ option, and watch the jewellery appear overlaid on their live camera feed. The feature works seamlessly on most modern devices, blending advanced AR technology with the brand’s traditional craftsmanship to bridge the gap between online browsing and in-store confidence.

Jos Alukkas managing director John 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.”

Mirrar founder and CEO Meghna Saraogi added, “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 launch forms part of Jos Alukkas’ broader digital transformation strategy to boost customer engagement, lift online conversion rates and reduce returns by giving buyers a more assured, premium omnichannel experience. The feature particularly appeals to younger, tech-savvy shoppers while strengthening the brand’s global online presence.

In a jewellery world where seeing is believing, Jos Alukkas isn’t just selling sparkle, it’s letting every customer try it on for size from the comfort of their own selfie, proving that the perfect fit can now happen without ever leaving the sofa.