Blue Nile

Blue Nile, online diamond jewelry since 1999

Blue Nile presents itself as the original online diamond jeweler, active since 1999. Its catalog focuses on engagement and wedding rings, as well as a wide range of fine jewelry with diamonds and gemstones. The company claims to offer product quality and price, with access to top-quality diamonds, metals, and fine jewelry.

Engagement and wedding rings

The engagement section allows you to design your own ring starting from a stone, a setting, or a gemstone, and includes tools such as Creative Studio and The Clear Cut service. You can search by diamond shape —round, princess, cushion, emerald, pear, oval, radiant, asscher, marquise, and heart— and by style —solitaire, halo, vintage, sidestone, three-stone, gemstone, and men's—. Designer engagement rings, James Allen rings, and ready-to-ship rings are also offered, along with a guide to finding your ring size.

In the wedding bands section, there are styles for women and men, with options in platinum, yellow gold, white gold, rose gold, tungsten, titanium, and tantalum. Anniversary, eternity, and fashion rings are also included.

Diamonds and fine jewelry

The store organizes diamonds by shape and type: natural, colored, and lab-grown. The Diamond Essentials collection includes stud and hoop earrings, pendants, necklaces, and tennis bracelets, among other pieces. Jewelry can be filtered by metal —yellow gold, white gold, rose gold, platinum, silver, and mixed metal— and includes bracelets, earrings, rings, and necklaces with diamonds, gemstones, and pearls.

Collections and gemstones

Featured collections include James Allen, Hearts, Ellipse —presented as new—, Tennis, Personalized, and Something Blue. The gemstone section includes rings, earrings, bracelets, and necklaces with gemstones, as well as birthstone jewelry organized by month: January garnet, February amethyst, March aquamarine, April diamond, May emerald, June pearl, July ruby, August peridot, September sapphire, October opal, November citrine, and December topaz. Custom gemstone jewelry design is also offered, along with a guide on gemstone characteristics and care.

Services and guarantees

The company details services such as customer service via live chat, email, and phone, free shipping and returns, return policy, diamond price matching, diamond upgrade program, limited lifetime warranty, custom packaging, jewelry insurance, protection plans, and a tax and duty calculator. It also mentions ethical diamond sourcing and a conflict-free diamond policy.

Shopping experience and service

Blue Nile combines online sales with physical showrooms and virtual appointments. The company states that it offers expert guidance at every touchpoint and agile shopping tools. In its own presentation, it describes itself as an industry leader and claims that its diamonds come from responsible mining and that its pieces are backed for life.

Offers and featured catalog

The site displayed promotions of up to 40% off on a fall selection and up to 50% off on the James Allen collection, along with sections such as Today's Deals and Clear The Vault. It also included a gift guide with suggestions for her, for him, with meaning, for personal milestones, and luxury gifts under $1000, plus a fall edit and options for wedding, anniversary, birthday, and graduation.