American online jewelry retailer, product line, including the diamond wedding rings and jewelry, but its main product is very clear -- is a diamond. Blue Nile's success is completely transparent to sales -- more than 50000 diamond with information and pricing are put in the net, so compared to the industry average price of about 20%, the highest even on the low around 40%, at the same time each diamond through the quality of identification and authentication of independence in order to achieve high quality.