Our Story
Blue Nile was founded in 1999 with a simple mission – to be the world’s premier destination for discovering and buying the perfect diamond engagement ring. We realized that the traditional jewelry store model was broken – it relied on huge markups and outdated practices. We knew there had to be a better way, one that put the customer first through radical transparency, education, and price. And one that didn’t compromise on quality or service just because it sold online.
So we set out to reinvent the engagement ring shopping experience from the ground up. We partnered directly with diamond suppliers to eliminate middlemen and offer the largest available selection of independently certified diamonds at the best possible prices. We provided objective guidance and education online so customers could learn at their own pace and find the perfect ring. We made high-resolution imaging, 360-degree videos, and other innovative tools the standard so they could visualize rings with complete confidence.
And we backed it all with exceptional service from diamond and jewelry experts available 24/7 by phone, chat, email, or text. In a traditionally opaque industry, we brought clarity. In an environment of hype and fear of “making the wrong choice”, we empowered the customer. In a space dominated by cookie-cutter choices, we made bespoke creations effortless. The result – a seamless, stress-free way to get the diamond of your dreams at the best value.
Today, Blue Nile remains the largest online retailer of certified diamonds and fine jewelry. We’ve helped over a million people find their perfect ring, and introduced innovations like building your own ring, visualize your ring in 360°, and online ring sizing tools. While our selection has grown to include jewelry across all styles and budgets, our commitment to the customer has remained constant. We’re changing an old industry for the better, one that’s been overdue for a makeover. And we won’t stop innovating until the experience of finding that perfect piece of jewelry is as special as the moment itself.
Our Values
Everything we do at Blue Nile stems from our core values:
Transparency
Trust is at the center of such an important and emotional purchase like an engagement ring or fine jewelry. That’s why transparency is fundamental to our business. We provide as much objective data and education as possible so you can make informed decisions with confidence and peace of mind. This includes independent certification, high-resolution imaging, 360° video, illustrated diamond details, laser inscriptions, and more. We have nothing to hide.
Value
Everyone deserves quality and beauty, regardless of budget. We cut out the unnecessary markups, travel costs, and high real estate expenses so we can offer the lowest possible prices without sacrificing service. We’re also obsessed with sourcing the best diamonds so you get maximum sparkle at every price point. Real value means getting the highest caliber product for what you spend.
Service
Finding the right piece of jewelry should be joyful, not stressful. Our dedicated team of experts makes the experience personal, human, and delightful at every step. Whatever your need, question, or request, we’re here 24/7 via chat, email, phone, text, social media, and more. Because customer happiness is the greatest measure of our success.
Innovation
The only constant is change. The internet has fundamentally shifted customer expectations – for information, customization, convenience, and service. We’re committed to staying ahead of the curve and finding new ways to improve and enrich your experience. Whether through tech, tools, content, or services, we never stop reimagining how to make ring shopping even better.
Sustainability
We have an obligation to source materials and operate our business responsibly for the sake of our shared planet. This means adhering to strict ethical and environmental standards around the diamonds and metals we sell, minimizing waste in our own operations, and partnering with eco-conscious vendors. Because our business success means nothing without environmental and social sustainability.
How We Help You
Unmatched Selection
With over 300,000 independently graded diamonds and 3,000 different ring settings in our collection, we have by far the world’s largest online inventory. Browse diamond shapes from round and oval to cushion and emerald. Filter by cut, color, clarity, carat weight, and more specifications to find your perfect match. Build a one-of-a-kind ring or choose a ready-made style. The possibilities are endless.
Total Confidence
Seeing is believing. With Blue Nile, you can review diamond certificates, zoom into 360° HD videos, visualize different rings sizes on your finger, and compare stones side-by-side. Our exceptionally detailed images and tools let you inspect a diamond down to the atomic level without ever holding it. So you can feel 100% confident before you buy.
Superior Value
Our direct partnerships with the world’s leading diamond suppliers means we can eliminate excess markups and keep costs low, while maintaining industry-leading standards. We pass the savings directly to you while upholding our commitment to quality. At Blue Nile, you always get the maximum sparkle and value for your money, regardless of budget.
Bespoke Craftsmanship
Every piece we make is crafted just for you by our team of expert jewelers. We set each diamond by hand in your choice of metals and finishes to meet your unique vision. Our custom design experience makes it easy to build a one-of-a-kind ring tailored to your exact taste. We also inspect and polish each ring before it ships to ensure perfection.
Personal Guidance
Our diamond and jewelry specialists are available 24/7 to guide you through every step of the engagement ring process. Chat online, email us, or call our Diamond & Jewelry Consultants anytime with questions. We make finding the ring of your dreams a stress-free, educational, and empowering experience.
Lifetime Care
Our commitment to you doesn’t end after purchase. We provide lifetime cleaning, rhodium plating, and maintenance services because we want your ring to stay as flawless as the day you got it. We also offer a no-hassle 30-day returns, free shipping, and free ring resizing. Your complete satisfaction is our #1 goal.
The Blue Nile Difference
While you have many jewelry retailers to choose from, Blue Nile offers distinct advantages you won’t find anywhere else:
No Pressure Expertise
Blue Nile pioneered an educational, empowering approach to buying diamonds and jewelry online. Our guides are true subject matter experts focused on helping you make the most informed decision, not upselling you. Buy jewelry at your own pace with total confidence.
Radical Transparency
We provide objective data on every diamond so you know exactly what you’re getting. This includes independent grading reports, HD photos, 360° videos, and more detail than you’ll find in a traditional store. No more guessing about quality or value – we show it.
Unbeatable Value
By partnering directly with suppliers and eliminating unnecessary markups, we cut out costs that drive up prices and pass the savings to you. At Blue Nile, you always pay the lowest possible price for diamonds and jewelry of your chosen quality.
Endless Customization
With thousands of loose diamonds and settings, our online tools make it easy to mix and match to create unique rings. Work directly with a jewelry specialist to craft bespoke designs that match your vision. Your dream ring, your way.
24/7 Access
We’re always here when inspiration strikes. Our diamond experts are available 24/7 via phone, chat, email, text. Browse diamond details and visualize rings anytime, anywhere. Let us help from beginning to end, on your schedule.
Greatest Selection
With over 300,000 GIA and AGS graded diamonds and thousands of settings, we have the largest online inventory so you can find the perfect match. Enjoy more choices in one place than any store could possibly stock.
Our Commitment
At Blue Nile, we believe finding the perfect engagement ring or piece of fine jewelry should be an exceptionally personal and joyful experience. We commit to:
- Providing you the highest quality diamonds and jewelry to celebrate life’s most meaningful moments.
- Sharing all the information and tools you need to purchase with total confidence.
- Guiding you through the process with personalized expertise and care.
- Delivering exceptional value so you get the most beauty for your budget.
- Making the process of designing your dream ring efficient, creative, and fun.
- Ensuring your complete happiness with our lifetime guarantee and service.
Thank you for considering Blue Nile as your trusted jeweler. We can’t wait to help you celebrate!
