Tiffany & Co's iPhone app for engagement rings

Beware the lure of the sparkle. Tiffany & Co.’s iPhone app for engagement rings has been carefully engineered to usher unwitting commitment-phobic grooms through the daunting process of selecting an engagement ring.  The app allows you to customize the ring of your (or your fiancé’s) dreams and view it at actual size. For husbands to be clueless as to their better half's ring size place one of her existing rings on the phone and it will automatically size it for you. No kidding.

 Once you’ve selected some ring options, they can be shared via e-mail, text message, Facebook and Twitter — a great option for getting feedback from friends and family members if done discreetly. Good luck getting out of it this time. ;)

Purchasing an engagement ring can apparently be an intimidating process, and while Tiffany & Co.’s iPhone app is clearly designed to drive customers to stores, it makes the whole experience significantly less daunting by providing a wealth of pertinent information, options, and prices. You can even book a one-on-one diamond consultation.  Don’t say we didn’t warn you.  Check out the video overview below.