The nascent field of AR portends a future in which consumers can try on their jewels virtually One of the biggest hurdles in selling jewelry and watches online is the intangibility of e-commerce. Shoppers can’t touch and try on items, so they’re forced to rely on their imaginations. But augmented reality (AR)—­technology that superimposes graphics and other digitally created content on real-world imagery through a screen (camera, tablet, laptop)—has become a popular way for brands to put the “try-on factor” back into the selling equation online. Retailers are also using AR to add excitement and expediency to the in-store shopping experience—by experimenting with mirrors, screens, and dressing rooms that create ways for shoppers to play with product. The national craze surrounding Pokémon Go last year was AR’s high point. But the technology is equally suited to reta