Blue Nile is an American online jewelry retailer founded in 1999 by Mark Vadon. The company was acquired by Signet Jewelers, the parent company of Kay Jewelers and Zales, in 2022. Blue Nile pioneered the online diamond and engagement ring market and remains one of the largest online retailers of certified diamonds and fine jewelry.
The platform specializes in engagement rings, loose diamonds, wedding bands, and fine jewelry. Blue Nile offers a Build Your Own Ring tool that allows customers to select a certified loose diamond and pair it with a ring setting. The company provides detailed specifications for each diamond, including GIA or AGS certification, cut, color, clarity, and carat information, along with high-resolution imagery and 360-degree views.
Blue Nile offers free shipping on all orders in the United States and provides complimentary ring sizing and engraving on select items. The company accepts returns within 30 days for a full refund on most items. All diamonds over 1,000 USD come with independent certification from GIA or AGS. Blue Nile also offers a diamond upgrade program that allows customers to trade in a Blue Nile diamond for a new one of at least double the original value.
The company's pricing strategy emphasizes lower markups compared to traditional brick-and-mortar jewelers, enabled by its online-first business model. Blue Nile operates a small number of showroom locations where customers can view diamonds and settings in person. The retailer offers financing options and a payment plan through its partnership with lending providers.