We were the first to sell diamonds online in 1999. And today Blue Nile is the world’s largest online jeweller. We carry the world’s top diamonds and require the industry’s toughest quality standards to ensure a lifetime of value.

We don’t hold expensive inventory and operate only small, efficient Webrooms. That means our overhead is lower than traditional jewellers and we pass the savings on to you. For example, a traditional jeweller may buy a diamond for $1,000 and sell it for $2,000. With our business model, we may buy that diamond for $1,000 and sell it for $1,200.

We list 150,000 diamonds compared to maybe a few hundred at a traditional jeweller. Choose the best diamond for you, instead of what’s available from a jeweller’s case. We handcraft every custom diamond ring to exacting quality standards. And an expert gemmologist inspects every piece of diamond jewellery before it ships to you.