Swiss jeweler Piaget has chosen its new face popular Hollywood actress Jessica Alba who is to become an ambassador for its Possession collection of jewelry. This is not the first collaboration of the jewelers with Hollywood: Piaget takes active part in cinema life organizing and sponsoring various events. Besides, products of the brand are extremely popular among celebrities. In 2010 Sienna Miller was Alba’s predecessor on the position.

TACORI, the legendary fine jewellery designer known for exquisite platinum and diamond rings, has partnered with Holition, to create its first augmented reality application in America and the ultimate ‘try it on’ customer experience. The latest development in augmented reality technology is being unveiled during an exclusive three day launch event for the colourful new Tacori 18k925 Collection at the Bloomingdale’s Flagship 59th Street store in New York.

The Swarovski brand has unveiled the winners of the international annual «Digiscoper of the Year» contest competition. The crystal decorations maker also produces the optic equipment of the highest quality, which allows capturing the natural beauty with the least distortion possible. This year the contestants showed their vision and understanding of the flora and fauna’s beauty with the help Swarovski photographical tools.

The new technologies allured another luxury brand. Recently the perfume and jewellery maker Boucheron launched its own iPhone application to keep up with other Houses. The retro design of the app’s “interiors” creates an atmosphere of a refined French boutique. The secret of the brand’s popularity lies in its ability to keep strike a fine balance between historic heritage and innovation, which was shown this time again.

The Van Cleef & Arpels luxury jewellery brand has stepped in the line of global companies with their own iPhone applications. Marking its centennial in 2006, the brand paid a tribute to its birthplace – a mythical and magical, enchanting city of Paris by creating a special collection “Une journée à Paris”, and also launched the application to commemorate the date and the launch of the collection.

Swarovski has designed a new collection of crystal jewellery to mark the upcoming release of Alice in Wonderland by Tim Burton on March 5. The set of unique pieces will include necklaces, pendants, bracelets, rings and earrings featuring the iconic characters like White Rabbit and the Cheshire Cat, and well-known items like hearts, diamonds, clubs and spades, as well as roses from the imaginative garden, clocks, keys, and tea pots.