Blue Nile Expands Online Diamond Search

March 27, 2006

Blue Nile Expands Online Diamond Search

Online jeweler Blue Nile debuted its Interactive Diamond Search tool on Monday, allowing Web shoppers to search according to criteria beyond the 4Cs.

Catering to an increasingly sophisticated population of diamond consumers, the e-commerce retailer offers a database of more than 50,000 loose stones searchable by polish, symmetry, fluorescence, culet, diamond grading report, depth percentage, table percentage and price, in addition to cut, color, clarity and carat weight.

Logged in consumers may also customize their search options, adding or removing certain search criteria according to their priorities in their diamond search.

"One of the most important elements of our extensive diamond education materials is helping consumers understand what diamond characteristics are most important to them," says John Baird, diamond and jewelry expert for Blue Nile, in a release. "With our new interactive search, consumers can choose the criteria by which they want to search, sort and select."

Blue Nile ( was founded in 1999 and is a leading, Web-only retailer of jewelry and loose diamonds.

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