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Blue Nile Launches New Interactive Diamond Search
Blue nile announces in a recent press release (here) that they have now expanded their interactive loose diamond search to include variables such as diamond table/depth percentage, diamond lab grading report, price, etc.
Wow! how advanced are our corporate "diamond" (a.k.a. MBA) friends at Blue Nile that they only now have jumped on the bandwagon many companies have already pursued with a search capability that provides greater control and specificity to the diamond consumer.....
All of this stuff just keeps highlighting the fact that Blue Nile is really catering (succesfully) to the mass market of people who just want a decent/nice looking diamond at a fair price.
The entire website at www.bluenile.com with all of its pages and information is structured to appeal to this segment.
While high on fluff, with lengthy tutorials on the basic "4 c's " of diamonds, it provides little meat and substance on the most important aspects of a loose diamond, namely; cut precision and light performance.
Even their selection of Blue Nile Signature Diamonds are accompanied by no more than a copy of the grading report and some basic specs.
No GemEx BrillianceScope (www.gemex.com) , No Sarin/MegaScope Cut precision analysis (www.ogisystems.com), No diamond Ideal - Scope images, No hearts & arrows photos, No actual diamond photographs.....basically not much of anything.
Obviously, the reason for this is due to the fact that they do not actually own or posses any of these "50,000 virtual diamonds". Rather, they drop ship it from the diamond wholesaler directly to the end consumer.
It's nice to see that they are at least going to be providing their customers with a better drill down for searching loose diamonds going forward....
small step for consumer, BIG step for Blue Nile.
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