A system and method for personalizing an article in real-time is provided. A selection of an article for personalization is accepted from a user. A model of the selected article is displayed. At least one personalization attribute is accepted from the user. The model is modified and displayed, based on the at least one accepted personalization attribute, as the at least one personalization attribute is accepted, thereby enabling the user to personalize the article in real-time. The article may be an article of jewelry, such as a ring, a necklace, or a watch.