In this age of everything online, it never ceases to surprise me the way new products are offered online, making it much easier for the users to get their hands on those products (and reducing costs by eliminating middlemen and going straight to the user).

Take for instance the Blue Nile online diamond store. This website provides access to over 60,000 diamonds – the largest collection of certified diamonds online. Consumers begin their purchase by selecting their diamond preferences (carats, clarity, color, etc.) and the website will provide a list of matching stores. Once the diamond is selected, users can create their own piece of jewelry -Engagement Rings, earrings,  etc.- by using the site’s “Build Your Own Ring” feature.

Because of their great success, only second to the quality of their stones, Blue Nile is a publicly traded company listed on the NASDAQ stock exchange, and has been profiled by Forbes and The New York Times.

Their service is also commendable as all orders ship via free FedEx and each order is backed by a 30-day no questions asked return policy. Blue Nile also offers the lowest diamond prices in the whole Jewelry industry – 20 to 40% below traditional retail.

Since very few people know everything they need to know about diamonds, the site provides the education and guidance to help consumers make an informed jewelry purchase, avoiding unpleasant surprises. Their expertly-trained diamond and jewelry consultants offer no-pressure advice and guidance to those who need it. Blue Nile is the smarter way to buy Diamonds.