Heirlume site uses algorithm to predict perfect jewelry gift - Los Angeles News | FOX 11 LA KTTV

Heirlume site uses algorithm to predict perfect jewelry gift

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CHICAGO (FOX 32 News) -

Having a tough time figuring out what your lady wants this holiday season? A new Chicago-based company says it can help you figure the whole gift thing out.

The website called Heirlume takes the guess work out of gift buying this holiday season all from the comfort of your computer or smart phone. The founders say their focus is fine jewelry and men who have no idea where to begin.

What makes Heirlume different than other e-commerce sites on the internet?

"When a gift buyer comes on our site, they fill out eight questions about the woman that they're buying for and through those eight questions we're using purchase behavior from women and we're matching them to nine recommendations," said Elaine Russell, Co-Founder of Heirlume.co.

Niche is the new normal and Heirlume is focused on helping men find the perfect piece of fine jewelry.

"They're able to choose their favorites and we use social collaboration tools after that. They're able to bring in their friends and family to come in and vote on their favorites," said Russell in an interview with Fox 32's Tisha Lewis.

That could include the cluster diamond necklace worn by Heirlume co-founder and Kellogg School of Management graduate Elaine Russell who started the company with her sister Vanessa Stofenmacher.

"The jewelry comes straight to your house, already wrapped in a box ready to be gifted to the woman. We also have get to know your designer card in every package," said Russell.

The website features designs by independent jewelers including Chicago's Dana Rebecca on Michigan Avenue.

But the big question? Would men use Heilume?

"I'm not sure, maybe. Yeah, why not," said 25 year old Mohammed Aljubara.

When asked if Heirlume removes the "personal touch" from gift buying, "It could but then again you think that you're going through a lot of more research for this gift," said 17 year old Keaton Basek.

Just in time to compete with the major retailers moving Black Friday up early to Thanksgiving Thursday.

"This is our first big occasion that we're going into and it's very important for us," said Russell.

Heirlume founders interviewed five thousand men across the country and handpicked all the pieces offered on the site.

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