Interactive 3D Ring Builder
A photorealistic 3D ring configurator for Goldsmiths — 107 bespoke lab-grown diamond designs rendered in real time, letting customers build their own ring in full 360°. Generated £170,000 in its first week.
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Project Overview
Goldsmiths wanted to sell fine jewellery online with the confidence of an in-store experience. The brief: launch 107 bespoke lab-grown diamond designs, each across 3–7 carat variants, as a fully interactive ring builder. I led 3D design and visual direction, building a modular pipeline that scaled photorealism across the whole collection.
Impact
£170,000 revenue in week one — proof that high-end jewellery sells online when the visuals do it justice. The project is ongoing, with new lines added to the collection. https://www.goldsmiths.co.uk/bespoke-lab-grown-diamond-jewellery
Designed for scale
All 107 designs modelled in Blender from reference photography, built with modular edit points so each adapts across carat variants without remodelling.
Built for light
A digital studio in 3ds Max with five signature product poses. Diamonds are rendered in a separate dedicated pass. Splitting the stone from the metal gives precise control over caustics — the light behaviour that makes a diamond read as real.
Automated pipeline
Every style rendered in four metal colours plus a diamond pass. I wrote an automation script that located each model, paired it to the render rig and cycled the five material and lighting setups — turning a huge manual workload into a reliable, repeatable pipeline.
Compositing & delivery
Animations were batch-composited via script in After Effects; stills were composited by hand, because diamond and metal realism needed a human eye. Outputs optimised for web — animations delivered as 780-frame image sequences on Azure Blob Storage, streamed into the site via iframe.
The result
Customers choose style, carat and metal colour, spin the ring through 360° and inspect every facet — with no compromise on photorealism.
year
2025 - Present
timeframe
3 months
tools
Blender, Python, 3ds Max, V-Ray, After Effects
category
E-commerce 3D
see also
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