James Allen launched a new online technology for diamond viewing called the 'Diamond Display Technology', also the first such in the world. With this technology a diamond is magnified more than 15 times in high resolution. The diamond can be viewed in 360 degrees which enables the viewer of the diamond to see its complete splendor.

The jeweller notes that it is the only entity in the world so far to offer such transparency in the diamond buying process. The company plans to launch more enhanced display technologies in the near future.

Also, the jeweller launched 'The James Allen Collection' of handcrafted engagement rings on its website. Also, its portfolio of diamonds has been expanded with yellow, pink, green, orange, blue and brown fancy color diamonds and is also offering natural gemstones as an alternative centre stone. Customers can select from pink, yellow, blue sapphires, rubies and emeralds and this collection is set to expand.