Modern day diamond ring shopping: try it on your smartphone first

New York-based jeweller “Diamond in the Rough” has launched an iTunes app that allow users to virtually try on different rings until they find “the perfect match.”

Using a photograph of the final user’s hand, customers can try the entire collection and see which piece looks the best.

Photos can be easily shared on Facebook, Twitter or simply by email.

According to the company, the virtual tool might help those shy customers who prefer making decisions alone and, of course, men looking to surprise their partners or wives-to-be.

Celebrities such as Hilary Swank, Jennifer Lopez, Demi Moore, Alicia Keys and Rihanna have chosen Diamond in the Rough pieces for red carpet and editorial appearances.

The jewels have also graced the pages of leading fashion, lifestyle, and bridal magazines including W, Elle, Harper’s Bazaar, Martha Stewart Weddings, Brides, Elite Traveler, Town & Country and Robb Report.