Twenty rings you can turn in your hand, online

Zlatara Andrejevic put an interactive 3D viewer on twenty diamond rings at zlatara.net and is changing nothing else for a year, so that the numbers, when they land, will mean something.

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The challenge

Where it started

Zlatara Andrejevic is a Belgrade jeweller with its own workshop. It sells diamond rings in the store and at zlatara.net, on WooCommerce, with a photograph and a description for each ring, the way jewellery is sold online everywhere.

What got in the way

A ring is the hardest thing to buy from a photograph. How big the stone really is against the band, how the prongs hold it, how the metal catches light when it turns: the photo answers none of that, so the buyer comes to the store to find out, or does not buy. There was a second problem, quieter. Everyone in the trade has heard that 3D lifts sales, and nobody can show it on their own rings; the figures that circulate are someone else’s. So the owner asked two questions at once. Can a buyer read a ring on a screen the way they read it in the hand, and if they can, how much does it change?

What we built

Twenty rings, live on the product pages today, that the buyer turns, zooms into and reads from any side. Each one is modelled from the jeweller’s CAD files and checked against the finished piece, at real scale: a 57-facet round brilliant with correct proportions, band and setting at true dimensions. Forty rings are contracted; the rest enter the same viewer as they are built. And one rule, agreed with the owner: nothing else on the site changes for a year.

How it works

The viewer sits on the WooCommerce product pages through the Threedium platform, so the store kept its theme, its checkout and its photographs.

The first review rounds showed the prongs did not sit the way the goldsmith sets them, so every model was corrected against the finished ring rather than approved from the file. What the buyer turns is the ring the workshop makes.

Andreja Andrejevic, the owner, agreed to change nothing else for a year: same photography, same page layout, same pricing, same advertising. Rings in the same category without a 3D model are the control group. That turns a launch into a measurement.

The result

What changed

The numbers are being measured over a full season, ring by ring, against the control group. This page gets them when they land, including if the difference turns out to be small. Until then the only claim here is the one the owner makes below.

Results

Metric	Before	After	Control
Units sold, per ring, average	Still measuring	Still measuring	Still measuring
Product-page conversion	Still measuring	Still measuring	Still measuring
Return rate	Still measuring	Still measuring	Still measuring
Sessions that interacted with the viewer	n/a	Still measuring	n/a

What's next

The remaining rings in the catalogue go into the same viewer. The same models are already used for renders in three golds for the catalogue and campaigns, so a new colourway no longer needs a new photo shoot. Augmented-reality try-on from the same files is the step after that.

Overview