Blue Nile Review

blue nile review

Thanks for visiting our Blue Nile review. This is mostly our personal opinions on this company and are not collected from third parties.

We want to give you an inside look at the company and help you determine if this is a jewelry store you’d want to deal with online. This review below was written by a former third party writer for


This won’t be an average Blue Nile review. We’ll get into whether or not this is really a jewelry and diamond store you want to give your money too. Diamonds are expensive, and you don’t want to go through a hassle when you’re spending so much. is one of the most well-known and recognizable major online diamond stores. Since this is one of the most visited site by online shoppers in search for the perfect diamond jewelry, any inhibitions and concerns about its legitimacy can simply be dismissed. What makes the leading seller of diamonds online?


  1. Exquisite Collection of Rare Diamonds
  2. Their Diamonds are All Authentically Certified by the GIA (Gemological Institute of America) or the AGS (American Gem Society)
  3. Option to Shop by Price
  4. Blue Nile Credit Card
  5. Lifetime Diamond Upgrade Program
  6. Diamond Price Match
  7. Conflict Free Diamonds
  8. Custom Design Jewelry
  9. 30 day Money Back Guarantee


  1. The packaging looks average
  2. Their 30 Day Money Back guarantee takes time and the process is quite tedious. (But if you thoroughly read and follow their Return Policy there won’t be any problem at all)
  3. Limited pictures of their diamonds
  4. Does not have a comparison tool
  5. Complaints and queries about the diamond you buy will be referred back to the wholesalers

The Company’s History

In 1998, Mark Vaddon was ready to propose then so he walked into a Tiffany’s store in search for an engagement ring. When he asked about the difference between two stones, he received little help from the clerk. He was fed up with the treatment he received and the limited choices so he walked out frustrated.

He felt that shopping for engagement rings should not be complicated. He saw diamond as a commodity – you have to learn about it and shop for the best price.

He searched online and stumbled upon a site called Internet Diamonds. Here, he found the metrics he was looking for together with an image of the ring and an official certificate issued by the GIA. Vadon contacted the owner, searched for venture funds and bought the company. In 1999, Mark Vaddon founded Blue Nile in Seattle. The rest is history.

The company’s main concerns are simplifying the buying process, empowering and educating customers, and helping them find the perfect diamond jewelry they will cherish for a lifetime.

My Personal Blue Nile Review

I planned to propose to my girlfriend a few months ago. I knew it would be one of the most expensive purchases I would ever make but I didn’t want to break the bank. I set my budget and I was determined to stick with it. I also wanted to get something that she can show off to her friends.

Since this would be an expensive purchase, I searched online to learn everything I can about diamonds before buying. After brushing up on my 4Cs, I knew what I wanted and set out to find the perfect diamond ring.

I went to several jewelry stores but didn’t find anything to my liking. They didn’t have a great selection of rings that would fall within my price range. Those that do fall within my budget were not of the quality I was looking for. I was ready to give up but wanted to exhaust all my options before buying (or completely giving up).

I went back online, hoping to find another jewelry store I had not visited yet. Since I was searching for diamonds, I started seeing ads for Blue Nile. I visited their site, looked at their vast collection of diamond rings and ended up purchasing my engagement ring from them.

(By the way, she said yes!)

More About the Company

The Site’s Interface

In terms of design and functionality, the website is nice to look at and easy to use. With drop-down buttons and sliders, the site is easy to navigate and use.

One of their goals is to educate customers about diamonds to make informed decisions. As such, their website is full of information to help you in your research. If you want to know everything about diamonds, the help section covers almost every topic you can think of.

You will also see a section for their Signature Jewelry Collection. These are the top 1% of diamond cuts in the world. Naturally, you would have to pay more for their Signature Jewelry Collection but if your main concern is quality, this is the route to take.

The only downside is that they have limited images of diamonds for sale. They don’t have the option of seeing a magnified picture of their items so it will be difficult to see any inclusions in the diamond, which can be visible once you actually see and touch it. However, there is a section with actual photos of recently purchased diamond rings so you will have a better idea of what your ring will look like before you make the purchase.

Their Selection and Price

Blue Nile has a massive collection of certified diamonds. Diamond wholesalers will list their inventory directly on the website and it will only be shipped after a customer purchased it online. Since they have several wholesalers all around the world, Blue Nile’s inventory remains to be unparalleled.

Several competitors came out of the woodwork since Blue Nile started. As such, Blue Nile may no longer be the cheapest online diamond seller. Still, they have lower markups and their prices are cheaper compared to those sold at local jewelry stores. Besides, the assurance that you will only get certified diamonds is beyond compare.


It will save you a lot of money! Diamonds sold in local jewelry stores come with a huge markup in price. These stores have several expenses like overhead, store rent, utilities, and others. Since online stores don’t have a physical store to maintain, they can cut out a lot of that markup (Local stores have around 50% markup while Blue Nile has around 23%). These savings can then be passed on to consumers.

When I saw that I could get an engagement ring of higher quality that is within my price range, buying from BlueNile was such an easy decision.

Blue Nile Credit Card

Instead of paying in full, upfront, customers can now pay over time. In an effort to help customers pay off their installments, Blue Nile has introduced its own credit program. Most people may not have all the money to pay in full right now but will have it coming in the next months. If you find yourself in this situation, the Blue Nile Credit Card is definitely worth checking out.

Build Your Own Diamond Jewelry

If it seems that you can’t find what you are looking for, you have the option to build and customize your own diamond jewelry. You can create the perfect diamond jewelry with your choice of certified diamonds that falls within your budget.

Is It Safe to Buy?

After hearing about several online frauds, I must admit that I was not into buying things online, especially expensive jewelry. How could I be sure that I was dealing with a reputable company? Would I get the diamond I actually paid for? What if such an expensive ring got lost in transit?

After making my purchase online, I can say that it is safe to buy diamond jewelry online. Blue Nile is one of the largest online retailers of diamonds. In addition, it is a publicly traded company so you can dismiss any inhibitions you have about the company’s reputation.

Regarding the quality of the product, you have nothing to worry about. They’ll send a GIA grading report with the diamond you purchased (They actually show the certificate when you look up the ring). It contains all the information that identifies a specific diamond. It also certifies the diamond’s grade when it comes to its clarity, color, cut and carat.

Imagine my uneasiness to have a diamond ring shipped to my place. To put this fear to rest, the company ships the ring insured through FedEx Priority Overnight. It will also show up in a plain box so no one will have any clue that it is anything out of the ordinary showing up at your doorstep.

Overall Recommendation

If you want a high quality diamond at a lower price, is worth checking out. With their vast collection of diamonds, you will definitely find something within your specifications and budget.

Some people may prefer seeing what they’re buying in person, but getting exactly what I wanted from Blue Nile is just the same, minus all the hassle. I was able to get a higher quality diamond for less compared to those sold at the stores I had been to.

Their 30-day money back guarantee served as an assurance that after spending thousands of dollars, I don’t like what I got, I have the option to return it.

Just like any online transactions, you have to practice due diligence. This Blue Nile Review did not show Blue Nile’s website but it contains a huge amount of information about diamonds to empower and educate customers. This will help you find the perfect ring you will cherish for a lifetime.

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