Argos is under relentless pressure from Amazon in the UK, so it's looking to personalised services as a way to stand apart from its online-only competition. Today, the company is launching a new site for 3D-printed jewellery, which includes rings, bracelets and cufflinks. Customers can tweak the designs with their own names, words and phrases, and Argos promises to deliver the final product in 21 days. 3D printing is often associated with low-quality trinkets, but here Argos is clearly targeting a more luxurious market. All of the products are available in silver and 18 carat gold plating, with prices ranging between £50 and £220. It's a small trial for now, and Argos is enlisting 3D printing specialists Digital Forming and Innovate UK to help out with some of the technical aspects. If customers embrace the service though, the company says it'll consider expanding it to other areas of its business, such as lighting and homeware. 3D printing isn't a silver bullet for dethroning Amazon, but it represents the level of risk Argos needs to take to stay competitive.
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