QWEEN, India’s first self-discovery, 100% natural experiential luxury jewellery brand, has partnered with Perfect Corp., a global leader in artificial intelligence and augmented reality technology for the beauty, fashion and luxury industries. Through this partnership, QWEEN will introduce an advanced 3D Virtual Try-On experience that brings the richness and detail of luxury jewellery to life on screen. Consumers will be able to virtually wear QWEEN’s jewellery in real time and see how each piece sits, moves, catches the light and complements their features and personal style, creating an exceptionally realistic and immersive way to discover jewellery before making a choice, or even visiting the store.

At QWEEN, every partnership is selected for its ability to meet the standards of precision and refinement expected in luxury jewellery. Perfect Corp., which works with more than 800 global brand partners, has powered technology solutions for names including Louis Vuitton, Tom Ford Fashion and Parisian high-jewellery house REZA. Its PBR-enabled technology will render QWEEN’s gold, diamonds and gemstones with realistic texture, reflection, proportion and movement. Designed to support up to 2,300 SKUs, the experience will help consumers better assess a jewellery’s scale, fit and finish beyond static product imagery.

“The jewellery-buying journey has traditionally offered consumers limited freedom to explore a piece independently before it is presented to them across a counter,” said Amit Kumar, CEO and Co-Founder, QWEEN. “At QWEEN, we are changing that by giving every woman greater information, control and confidence throughout the discovery process. Perfect Corp.’s experience with some of the world’s leading luxury and fashion houses gives us the confidence that it can deliver the realism, precision and sophistication expected of the QWEEN experience.”

For QWEEN, the partnership is not simply about adding a digital feature, but about ensuring that virtual jewellery discovery reflects the same standards of detail, accuracy and consideration as the physical experience. This becomes particularly significant given the breadth and material complexity of QWEEN’s portfolio, where subtle differences in gold colour, gemstone character, diamond brilliance and proportion can fundamentally change how a piece appears on the wearer.

“Virtual Try-On is valuable only when it can represent proportion, movement, colour and material finish accurately,” said Suyash Motarwar, Co-Founder and CTPO, QWEEN. “That realism is particularly important for QWEEN because our portfolio spans 7 colours of gold, 100% natural diamonds and a wide range of 100% natural gemstones. Perfect Corp.’s PBR-enabled technology gives us the visual precision required for luxury jewellery, while its self-service authoring capabilities give us the flexibility to scale the experience as our assortment grows.”

Virtual Try-On will become part of QWEEN’s wider technology-led discovery ecosystem, alongside RFID-enabled jewellery, self-serve tablets, detailed digital product information, personalised wishlists and persona-led discovery. The capability is designed to complement the brand’s physical retail experience, enabling consumers to discover and visualise a piece online, save it for later consideration and continue their journey through QWEEN’s stores and assisted touchpoints.

“India’s jewellery market is rooted in craftsmanship, personal expression and trust, and shoppers increasingly expect digital experiences that reflect those same qualities,” said Alice Chang, Founder and CEO, Perfect Corp. “By combining hyper-realistic AR try-on with a scalable 3D authoring workflow, QWEEN can bring the material detail and personality of each piece to life online while retaining the speed and control needed to grow its digital assortment.”

The partnership reflects QWEEN’s commitment to working with globally respected specialists to build a contemporary jewellery experience centred on the consumer. By combining the emotion and materiality of luxury jewellery with the independence, personalisation and convenience of technology, QWEEN aims to give women greater freedom over how they discover, experience and choose jewellery.