Can an Algorithm Generate the Perfect Gift?

A Chicago-based Kellogg grad and her sister made Heirlumé, a site that takes the guesswork out of buying jewelry.

A new website founded by two sisters (one is a Chicago-based Kellogg grad) may be able to turn husbands into heroes this gift-giving season. Heirlumé is an e-commerce site that generates fine jewelry gift recommendations based on personal style and lifestyle preferences.

How it works: The gifter first answers a handful of questions about the giftee. Next, an algorithm narrows the options down to nine present-worthy baubles selected just for her (or him). The gifter can even poll the giftee’s friends and family, asking them to vote for their favorites, and further eliminating any guesswork.

My results led me to this awesomely edgy rose gold snake ring with ruby eyes ($880). So I’d say the technology is on-point.

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