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The Blue Nile Story

The Blue Nile Story

Blue Nile was founded in 1999 with the idea that the diamond and engagement ring business was ready for innovation. We revolutionized the industry with a disruptive online business model, making it possible to shop for extraordinary, high-quality diamonds at a great value. And we didn't stop there.

We also firmly believed that our customers deserved more choices, straightforward information and legendary service. We felt strongly about building a team of passionate, non-commissioned diamond and jewellery experts who put the customer first. (We're thrilled to share that a few of our customers have even invited our experts to their weddings!)

As the leader in handcrafted engagement rings and beautiful fine jewellery, we're constantly innovating and looking for new ways to help you discover and design the perfect pieces for every occasion. We strive to be your jeweller for life.

Customer-First Philosophy

Our Customer-First Philosophy

Maximum Sparkle

We've revolutionized what it means to buy engagement rings and exquisite jewellery so you can make the most of your budget. By cutting out the middleman, we pass the savings onto you, all while preserving exceptional customer service and the highest quality diamonds and gemstones.

Handcrafted Engagement Rings, High-Quality Diamonds

We proudly offer handcrafted engagement rings that are made and quadruple-checked right here in Seattle. Our diamond and jewellery experts ensure the quality of Blue Nile diamonds and jewellery before they ship, so you can feel confident that every piece meets our industry-leading standards.

We only purchase ethically-sourced diamonds through the largest and most respected suppliers who adhere to and enforce the standards established by the Kimberley Process. We offer over 150,000 loose high-quality diamonds, and no matter the size, all are colourless to faintly coloured (D-K colour grade) with exceptional clarity (FL-SI2).

Diamond Education and 24/7 Expert Advice

As part of the Blue Nile experience, we provide our customers with exceptional diamond buying tips and unbiased diamond and jewellery education guides, so that you can make an empowered decision about your purchase. Additionally, our diamond and jewellery experts are available 24/7 to answer all questions great or small. We can help you compare diamonds, choose the perfect setting, find a matching wedding band, select fine jewellery for a milestone gift—and so much more. Just ask. It's our pleasure to help.

GIA-Graded Diamonds, Secure Delivery, 30-Day Returns and Lifetime Guarantees

We're honored to have earned the trust of hundreds of thousands of happy couples and over 2,000,000 customers (and growing) who chose Blue Nile to celebrate their engagements, once-in-a lifetime occasions, milestone moments and personal achievements with close to 5,000,000 unique pieces of jewellery. And, we stand behind our products with industry-leading Diamond Certification, secure delivery, 30-day returns, and lifetime guarantees.

Diamond Price-Match Guarantee

While Blue Nile expects to have the lowest price, we can typically match a competitor's offer if you find a diamond of comparable quality and characteristics that is lower in price than the one on our site. Simply call us at 0800-440782, and a qualified diamond and jewellery expert will be happy to review your inquiry.

These terms and conditions apply to our Diamond Price-Match Guarantee program.

Questions and Answers

Questions We Get Asked A Lot—and Love Answering

Can I customise my engagement ring?

Absolutely! You can create your own customized engagement ring for a unique expression of your love with our Build Your Own Ring® feature. Choose the style of your ring setting and precious metal, select your diamond, and finish the design with personal details like engraving

Can you help me find a wedding band?

You will love our selection of beautiful wedding bands, , and we can help you create a stunning wedding set—whether it’s a perfect match, a design that complements your engagement ring or the ultimate ring stack.

Do you sell fine jewellery?

In addition to our large engagement ring selection we have a large assortment of timeless jewellery styles to celebrate any occasion. Discover hundreds of designs for every taste and style featuring diamonds, pearls or gemstones in your choice of platinum, gold or silver. Some of our bestsellers include brilliant diamond stud earrings, wear-forever tennis bracelets and diamond pavé-set eternity rings.

I love your Build Your Own Ring® feature. Can I also build my own diamond jewellery?

You bet! Create personalized earrings, pendants, or three-stone rings, and show off your exceptional style. You can create your custom piece online, or call or chat with one our diamond and jewellery experts. They will be happy to help you turn the design of your dreams into reality.

Don't see your question answered here? Let us know how we can assist by emailing us or calling us at 0800-440782. We’re here 24/7 and always ready to help.