With traffic and sales continuing to shift to mobile devices, Blue Nile is readying several mobile initiatives, intending to better extend the customer-focused approach it has delivered for desktop shoppers to mobile shoppers as well.

“We definitely want to do better in all things mobile,” said chairman and CEO Harvey Kanter in an interview with Internet Retailer at the web-only jewelry retailer’s headquarters in Seattle. He said currently slightly more than 20% of Blue Nile transactions are completed on smartphones and tablets. From a total revenue standpoint, Kanter says Blue Nile now attributes mobile to playing a major part in closing just under 30% of the company’s sales, including sales that are ultimately placed on the desktop site or via another non-mobile method.

Kanter previewed two of Blue Nile’s mobile developments. The first consumers will see is a functionality update to the e-retailer’s iPhone shopping app. The update is for Apple iOS 8, which Apple released last month. The app is awaiting approval by Apple Inc.’s App Store, but could be available as soon as today, Kanter said. The updated app will layer augmented reality functionality into the app’s Dreambox tool. Dreambox is a way for consumers to creatively shop Blue Nile’s selection of diamond engagement rings.

A consumer shakes his phone to trigger a new ring to pop up and be displayed in a ring box. Consumers using Dreambox average 26 shakes per visit, said Blue Nile president of international Jon Sainsbury. The app update will extend Dreambox functionality with augmented reality elements that will make it easier for consumers to visualize the pieces they are considering—particularly the engagement rings that make up a big part of Blue Nile’s business. A consumer will be able to use the iPhone’s camera to take a photo of his hand, or the hand of his belove, and then see how the displayed ring would look on that person’s finger. The shopper can then opt to share those photos on social media or, presumably, with his intended spouse.

Blue Nile also plans to transform its existing desktop web site into a responsive design site, meaning Blue Nile will be able to operate and manage a single site that will render content to custom fit any device. Some desktop pages live today already use responsive design techniques, but the e-retailer intends the entire site to be responsive at some point in 2015.

Numerous e-retailers are going the responsive route, but not many as large as Blue Nile have done so, at least not yet. With $450 million in web sales last year, Blue Nile is No. 78 in the Internet Retailer Top 500 Guide, and with estimated 2014 mobile sales of $42 million, No. 183 in the Internet Retailer 2015 Mobile 500. QVC, No. 5 in the Mobile 500, is the largest e-retailer to date to go fully responsive. Staples Inc., No. 3 in the Top 500, has also announced plans to employ responsive design.