About Blue Nile
Blue Nile is one of the largest online retailers of certified diamonds and fine jewelry, and it helped define the category. Founded in 1999, the company built its name on high quality diamonds, precious metals, and finished jewelry priced well below traditional retail, all backed by detailed online tools that let buyers compare stones with confidence.
The catalog spans engagement rings, wedding bands, loose certified diamonds, gemstones, and a full range of fine jewelry including earrings, necklaces, bracelets, and rings. A signature feature is the build-your-own-ring experience, where customers choose a diamond by cut, carat, color, and clarity, then pair it with a setting to create a finished piece online or in a showroom.
Blue Nile diamonds are ethically sourced and GIA certified. Customers can shop entirely online, book a virtual appointment, or visit a physical showroom for guidance from non-commissioned diamond experts. For retailers and trade partners exploring the fine jewelry space, Blue Nile sets a benchmark for selection, certification standards, and customer service in the online diamond market.
Why Blue Nile Stands Out
The Original Online Jeweler
Selling certified diamonds online since 1999, with recognition from Forbes, The New York Times, and Internet Retailer.
Certified, Ethical Diamonds
GIA certified stones that are ethically sourced, with full grading detail available before you buy.
Design Your Own Ring
Pick a loose diamond and a setting to build a custom engagement ring online or in a showroom.
Price and Selection
A vast hand selected inventory at prices that consistently undercut traditional jewelry retail.
Categories and Specialties
Customer Services
- Diamond price matching
- Diamond upgrade program
- Free limited lifetime warranty
- Free secure shipping
- Free returns
- Virtual and in-store appointments
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