I’m not sure how to feel about Tiffany’s newest innovation.

Their luxury shopping experience went mobile today with the launch of an iPhone app.

Translation: Your ultra-busy boyfriend can now skip having to walk into a Tiffany store and making a serious effort to personally select your engagement ring in the presence of real salespeople. Instead, he can now do it while he’s in a meeting, riding the train, running on the treadmill, or while engaging in other random manly miscellany. :)

Anyhow, you’d probably like to know that the Tiffany & Co. Engagement Ring Finder gives shoppers a complete interactive experience–from product selection to ring sizing. The first tool of its kind from a jeweler, the app’s Ring Sizer lets users determine their size by placing an actual ring directly on the screen and aligning it with the correct circle in the guide. Pretty cool, huh?

For more deets on the app, click here.