UK retailer Argos plans 3D-printed silver and gold jewellery to fight online threat

UK retail chain Argos has launched a collection of customisable jewellery which can be 3D printed to order and posted directly to the customer, as it bids to fight off competition from Amazon.

Customers can select what they want to print from rings, bracelets, cufflinks, pendants and earrings on the Argos Customised Jewellery site which offers 18 carat silver or gold-plated metal.

Buyers have to provide the size of the item and the design, and then customise it with engraved, names, words or phrases.

The technology is powered by 3D print specialists Digital Forming, and the R&D project has also been supported by tech experts Innovate UK.

Consumers can select accessories from an initial range of 10 items and add their own personal touches. Once finished, 3D printers will create the item which is sent out to the customer within 21 working days.

Jewellery will be priced from £50 to £220 and the collection includes bangles, pendants, rings, cufflinks and earrings as per the range available now.

 ''There has been a lot of excitement about 3D printing and we are just beginning to explore the mainstream application of these techniques. We are launching the site this week with our partners in the consortium as a trial, to gauge how customers want to engage with it. We will assess results and learnings to inform future decision making in due course,'' Neil Tinegate, head of digital innovation at Argos, said.

''We are excited by the potential for our customers to get creative in developing their own bespoke products. We are starting with jewellery, but see applications for lighting, homewares and other areas in the future,'' he added.

Lisa Harouni, CEO of Digital Forming, said, ''Argos is leading the way with this project and we are proud to be working with them to bring new 3D printed bespoke products to consumers. We have used revolutionary manufacturing processes to power this website and we are excited by the potential to engage customers in a new way - by inviting them into the design process of their products.''

However, customers cannot try on the product before they purchase it and Argos is not allowing any exchanges, order cancellations or refunds, except if there is something wrong with the item.