Blue Nile
Seattle, US · Founded 1999 · 1,417 employees on LinkedIn · 7 known investors
Blue Nile is an online retailer of diamonds, engagement rings, wedding bands, and fine jewelry featuring diamonds, pearls, and gemstones in precious metals. The company serves consumers shopping for engagement rings, wedding jewelry, and fine jewelry gifts through its website and physical showrooms.
Also known as Blue Nile Inc.
Investors · 7
Company profile
researched Aug 2026Blue Nile is an online jeweler offering diamonds, engagement ring settings, wedding rings, and fine jewelry including earrings, necklaces and bracelets. The company describes itself as the original online jeweler and states it has operated since 1999, positioning its offering around product quality, price, and access to diamonds, precious metals and finished jewelry.
The assortment is organized around loose diamond selection by shape alongside branded and curated lines such as Ellipse by Blue Nile, a personalized gemstones collection, the Extraordinary Collection, and a "by James Allen" range; lab-grown diamond shoppers are directed to the James Allen collection. Customers can shop online, book virtual appointments, or visit physical showrooms located through a store finder, and a telephone line is provided for support.
Business model
Blue Nile sells diamonds and finished fine jewelry directly to consumers through its e-commerce site, supported by physical showrooms and virtual appointments. Purchases are made online or with assistance from staff who provide guidance during the selection process, and promotional discounting on settings and select styles is used to drive sales.
Revenue comes from direct retail sales of loose diamonds, engagement rings, wedding rings and other fine jewelry to consumers.
▸Full profile — market position, technology, go-to-market, geography
Market position
Blue Nile presents itself as a long-established online fine jewelry retailer, in operation since 1999, with a related James Allen brand covering lab-grown diamonds.
Blue Nile positions itself as the original online jeweler, emphasizing hand-selected diamonds, ethically sourced diamonds and responsible mining, craftsmanship backed for life, expert guidance at each customer touchpoint, and online shopping tools combined with showroom access.
Technology
The company operates a JavaScript-based e-commerce application with diamond search and selection tools organized by diamond shape, plus virtual appointment scheduling.
Go-to-market
The company markets through its own website with promotional offers and seasonal events, curated gift guides and collections, a store finder for in-person showroom visits, virtual appointments, phone support, and customer reviews displayed on its site.
Consumers shopping for engagement rings and wedding rings, as well as buyers of diamond and gemstone fine jewelry such as earrings, necklaces and bracelets, including gift purchasers.
Geography
Headquartered in Seattle, United States, with physical showrooms locatable through the site's store finder in addition to online sales.
Compiled by commissioned research from 1 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Competitors · 2
by search overlap
Companies competing with Blue Nile for the same Google search keywords, organic and paid, via search-intersection analysis.
In the news
▸Research sources · 1
primary sources listed
- Blue Nilebluenile.com · web
1 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Blue Nile do?
- Online jeweler selling diamonds, engagement rings, wedding bands and fine jewelry, operating since 1999.
- Who are Blue Nile's investors?
- Blue Nile's investors include August Capital, Bessemer Venture Partners, Lightspeed Venture Partners, Lobby Capital, Opus Capital, Windspeed Ventures, ACE & Company.
- Where is Blue Nile headquartered?
- Blue Nile is headquartered in Seattle, US.