We were the first to sell diamonds online in 1999. And today Blue Nile is the world's largest online jeweler
What We Believe
Expect 3 things when you shop at Blue Nile.
Know What You're Buying
From how-to guides to a real live person to talk with, we'll share everything you want to know about your diamond.
Expect Lower Prices
You should not pay a premium to own a high-quality diamond. Because of our disruptive business model, we pass the savings on to you.
Always Have The Best
We carry the world's top diamonds and require the industry's toughest quality standards to ensure a lifetime of value
Know What You're Buying
Every loose diamond comes with our guarantee.
Authenticity Certified
All loose diamonds are graded by GIA or AGSL, the most respected grading labs.
All loose diamonds are independently graded, ethically sourced, and price-guaranteed.
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Always Conflict Free
We only sell ethically sourced diamonds, proudly enforcing the highest industry standards.
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Best Price
Find a comparable GIA graded diamond for less and we'll match the price.
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Two Ways to Learn More
Ask An Expert
Talk to us. We don't do commissions, so no pressure to buy. Available 24/7
Contact Us
Teach Yourself
A library of diamond-buying facts to help you make a brilliant decision.
Start with the 4C's
Expect Lower Prices
18-72% Less Than Traditional Retailers
Blue Nile
Local Store
Mall Jeweler
High-End Store

*1-carat, GIA-graded, round, excellent-cut, H/VS2 diamond with a platinum 6-prong setting

Our Business Model
We’ve kept our footprint small, and set lower margins for ourselves, which means you'll pay up to 72% less for the exact same quality diamond at Blue Nile. We're so sure of it that we guarantee you get the best price.
Always Have the Best
We list 150,000 diamonds compared to maybe a few hundred at a traditional jeweler. Choose the best diamond for you, instead of what's available from a jeweler's case.
Blue Nile Signature Diamonds are the top 1% of diamond cuts in the world, sourced exclusively for us.
We handcraft every custom diamond ring to exacting quality standards. And an expert gemologist inspects every piece of diamond jewelry before it ships to you.
Selection, Quality, Artistry
Our exclusive Blue Nile Signature Diamonds are in the top 1% of all diamond cuts, and with over 150,000 diamonds, you can choose the best diamond for you. Every ring is handcrafted to exacting standards and inspected by an expert gemologist.