A new free application for the iPhone and iPad from James Allen lets shoppers browse over 20,000 photos of diamonds, read the diamonds' gemological certificates, and compare prices. The Diamond App also features the custom Virtual Loupe, which lets users zoom in on whatever diamond interests them, just as they could if they were using a physical jeweler's loupe.

In addition to loose diamonds, the Diamond App also shows a selection of over 1,000 engagement rings in high definition and links directly to the ring's seller.

Victoria Feder, Marketing Director at JamesAllen.com, said that the diamond company's website is the only one that displays photos of its inventory and that James Allen was working "extra hard" to ensure that customers could have 100% confidence in the diamonds and diamond jewelry they were buying.

The new Diamond App, Feder said, presents "an entire jewelry store in the palm of your hand."