Buying a diamond online sounded reckless in 1999. That is exactly when Blue Nile started doing it, and the model has not changed much since. You pick a loose stone from thousands, each with a grading report and a 360 degree view, then choose the setting it goes into. It suits anyone who would rather compare stones than be shown three. Showrooms came later, for people who want to try a piece on first.
- Price range
- $$
- Stone
- Lab & natural