Blue Nile Inc. has introduced a new mobile shopping app available in Apple's App Store which now includes augmented reality on the app's "Dream Box" feature, allowing consumers to virtually "try on" a Blue Nile engagement ring from an iPhone.

According to the online retailer, of the most popular features of the original app, the Dream Box contains thousands of one-of-a-kind rings created by Blue Nile's expert jewellery craftsmen, which are there for consumer seeking some inspiration for their purchases or those purely aspiring for one. With a simple shake of the phone, a custom Blue Nile diamond engagement ring photograph appears.

With the new app, users can click a photograph of their hand, virtually ‘try on’ the ring, and share it through Facebook, Twitter, text, or email.

"Shopping for an engagement ring online is already superior in terms of selection, quality and value, and now consumers can see what the ring looks like on their finger right from their phone," said Blue Nile President, CEO and Chairman Harvey Kanter. "When paired with the world's largest selection of certified diamonds and the ability to comparison shop against brick & mortar stores in real time, the new app empowers today's connected consumer like never before."

The other app features include access to Blue Nile's Build Your Own Ring® section, the complete line of Blue Nile’s fine jewellery collection, interactive Diamond Search service, International Shopping, Shipping, and Currency Selection Education to make diamond shopping transparent Free Shipping, 24-7 Customer Service.