Presented by Blue Nile

Diamonds are billions of years old. Blue Nile, on the other hand, was ahead of its time. Founded in Seattle in 1999, just as Y2K and a new millennium approached, the jeweler was one of the first to sell diamonds online. Suddenly, buying a diamond was just a click away.

A quarter century later, Blue Nile has come a long way from its engagement-ring roots. Today, the jeweler is as much a designer as a diamond destination, with collections that give precious stones a bit of personality. There’s Ellipse, a line of sculptural gold links dotted with diamond pavé; Modern Pavé, with its playful diamond arrangements; and SIX by Royal Asscher, an exclusive collection with the legendary Dutch diamond-cutting house. The result is a jewelry box that appeals to far more than just the bride-to-be.

And it’s finding its way into some very fashionable hands. You might spot a Blue Nile tennis necklace on your favorite influencer, or its diamond rings and earrings on stars like Laura Harrier and Rainey Qualley, two of the brand’s cool-girl collaborators. A diamond, it seems, is now just as likely to go with a white T-shirt as a white dress.

Naturally, the company that helped pioneer online diamond shopping hasn’t abandoned the internet. You can still browse its offerings from your sofa (including the diamonds you have absolutely no intention of buying). But Blue Nile has since moved into the real world too, with showrooms across the country. Because even in the age of e-commerce, there’s something irresistible about trying on a very expensive piece of jewelry.

Whether you’re shopping for a once-in-a-lifetime purchase or just indulging in a little wishful thinking, there’s plenty to discover. Below are the Blue Nile collections worth getting to know.

Tennis Jewelry

The tennis bracelet has one of jewelry’s better origin stories. Its name famously entered the fashion lexicon after Chris Evert’s diamond bracelet came loose during a match at the 1978 US Open, prompting a pause in play while she searched for it.

At Blue Nile, the tennis lineup goes well beyond the traditional strand of round diamonds. There are emerald-cut stones set horizontally in yellow-gold bezels, giving the classic bracelet a more geometric, almost Art Deco feel. The matching east-west tennis necklace is particularly striking, with its row of rectangular diamonds framed in gold. For something less extravagant, the mini half-tennis bracelet sets a line of emerald-cut diamonds along a delicate paperclip chain—a great option for stacking with a watch or other bracelets. And then there are the classic round-diamond necklaces, which have become something of a modern wardrobe staple.

Save to wishlist
Save to wishlist
Blue Nile
graduated diamond necklace
$14,330
BLUE NILE

Save to wishlist
Save to wishlist
Blue Nile
mini half tennis necklace
$5,740
BLUE NILE

Save to wishlist
Save to wishlist
Blue Nile
bezel diamond tennis bracelet
$10,190
BLUE NILE

Save to wishlist
Save to wishlist
Blue Nile
diamond tennis bracelet
$11,480
BLUE NILE

Six by Royal Asscher

Some diamonds come with a little more history than others. Take Royal Asscher, the Amsterdam diamond house founded in 1854, which has spent six generations perfecting the art of cutting a stone. In 1902, Joseph Asscher patented the original Asscher cut, with its distinctive square shape, cropped corners, and mesmerizing step-cut facets. More than a century later, the family is still finding new ways to make diamonds dazzle.

Enter Six by Royal Asscher, an exclusive collection for Blue Nile that puts the house’s six patented diamond cuts in the spotlight. The rings are particularly impressive, with substantial center stones surrounded by halos of smaller diamonds and set on pavé bands. There’s the classic round brilliant, a more romantic pear shape, and, of course, the architectural Asscher cut, whose geometric facets recall the glamour of tThe Art Deco era. For those who want a complete diamond set, there is also a necklace and matching bracelet made of round brilliant stones, each surrounded by a delicate diamond halo.Save to wishlistSave to wishlistBlue Nileround brilliant necklace$49,000 BLUE NILESave to wishlistSave to wishlistBlue Nileround brilliant bracelet$21,000 BLUE NILESave to wishlistSave to wishlistBlue Nilecut earrings$19,400 BLUE NILESave to wishlistSave to wishlistBlue Nileemerald ring$12,500 BLUE NILESave to wishlistSave to wishlistBlue Nilecut ring$9,700 BLUE NILESave to wishlistSave to wishlistBlue Nilependant$12,000 BLUE NILEEllipseAn ellipse, for those who barely remember their geometry lessons, is an elongated circle. At Blue Nile, it is also the starting point for a particularly stylish jewelry collection. The oval takes center stage in sculptural 14-karat yellow gold links, some polished to a high shine, others outlined in natural-diamond pavé. The motif appears in necklaces with interlocking links, substantial bracelets, earrings, and rings, each playing with the shape’s elegant proportions.The long drop earrings are particularly striking, with alternating polished gold and diamond-studded links that would look especially good with a sleek updo. For something more subtle, there is a delicate pendant with a single pavé oval, just the thing to wear with an open-collar shirt or layered with a favorite gold chain. The slim bangle, interrupted by a diamond-covered link, is an elegant alternative to the usual tennis bracelet, while the matching ring offers a more understated way to wear diamonds every day.Save to wishlistSave to wishlistBlue NileEllipse pendant$3,300 BLUE NILESave to wishlistSave to wishlistBlue NileEllipse drop earrings$3,400 BLUE NILESave to wishlistSave to wishlistBlue NileEllipse necklace$14,500 BLUE NILESave to wishlistSave to wishlistBlue NileEllipse long drop earrings$6,400 BLUE NILESave to wishlistSave to wishlistBlue NileEllipse bangle$8,400 BLUE NILESave to wishlistSave to wishlistBlue NileEllipse ring$1,200 BLUE NILEModern PavéPavé diamonds usually play a supporting role, adding a little extra sparkle to a larger stone. In Blue Nile’s Modern Pavé collection, however, they are the main attraction. Inspired by the rounded shapes of water droplets, the 22-piece collection features clusters of natural diamonds in varying sizes, set across sculptural surfaces of 14-karat yellow gold. A white rhodium finish beneath the diamonds gives the pieces an almost two-tone appearance, with the bright white stones contrasting against the warmer gold.The oval signet ring is an interesting departure from the traditional engraved style, its domed surface entirely covered in diamonds. The station necklaces are particularly appealing, with little diamond-studded ovals spaced between slender gold bars—a more graphic alternative to the classic tennis necklace. For those who prefer their diamonds with a little more heft, there is also a wide pavé bangle that makes a convincing argument for leaving the rest of your jewelry at home.Save to wishlistSave to wishlistBlue Nilebangle bracelet$30,000 BLUE NILESave to wishlistSave to wishlistBlue Nilesignet ring$5,200 BLUE NILESave to wishlistSave to wishlistBlue Niledrop earrings$7,400 BLUE NILESave to wishlistSave to wishlistBlue Niledome ring$7,200 BLUE NILESave to wishlistSave to wishlistBlue Nilependant$1,900 BLUE NILESave to wishlistSave to wishlistBlue Niledrop earrings$6,400 BLUE NILESomething BlueSomething old, something new, something borrowed, something blue. Of all the wedding traditions, the last is arguably the most fun to shop for. And while a blue ribbon sewn into a wedding dress might satisfy the superstition, a sapphire or aquamarine is considerably more tempting. Blue Nile has assembled an assortment of blue gemstone jewelry that runs the gamut from barely-there touches of color to decidedly more extravagant pieces.For the traditionalist, there is an emerald-cut sapphire pendant framed by a halo of diamonds,Or a sapphire ring with a floral diamond setting that has an antique feel. Those who prefer paler shades might be drawn to the oversized oval aquamarine ring, with its icy blue center stone surrounded by diamonds, or the simpler aquamarine studs in yellow gold. The blue-and-white topaz tennis bracelet is a particularly playful choice, with alternating shades of blue that would look lovely against a white sleeve. And while these pieces may have been selected with brides in mind, there’s certainly no rule against wearing your something blue long after the wedding.Save to wishlistSave to wishlistBlue Nileemerald cut halo pendant$2,405 BLUE NILESave to wishlistSave to wishlistBlue Nilefashion tennis bracelet$2,955 BLUE NILESave to wishlistSave to wishlistBlue Nilehalo pendant$1,255 BLUE NILESave to wishlistSave to wishlistBlue Nilebaguette cut stud earrings$8,280 BLUE NILESave to wishlistSave to wishlistBlue Nilex James Allen tennis bracelet$5,700 BLUE NILESave to wishlistSave to wishlistBlue Nilediamond tennis bracelet$7,820 BLUE NILESave to wishlistSave to wishlistBlue Nileeast-west tennis bracelet$12,500 BLUE NILE

Frequently Asked Questions
FAQs Blue Nile 101 A Guide to Shopping the Brands Fine Jewelry Collections

1 What is Blue Nile
Blue Nile is an online jewelry retailer known for selling diamonds engagement rings and fine jewelry directly to customers often at lower prices than traditional brickandmortar stores

2 Is Blue Nile a reputable brand
Yes Founded in 1999 Blue Nile is one of the largest online diamond retailers and is known for transparent pricing and certified diamonds

3 Does Blue Nile have physical stores
Mostly no Blue Nile is primarily online though it has had a few showrooms in select cities where you can view jewelry by appointment

4 What types of jewelry does Blue Nile sell
Engagement rings wedding bands diamond studs necklaces bracelets earrings and gemstone pieces plus mens jewelry and watches

5 What is the difference between Blue Niles Build Your Own and Signature collections
Build Your Own lets you pick a loose diamond and pair it with a setting Signature pieces are predesigned readytobuy styles

6 Are Blue Nile diamonds certified
Yes Most loose diamonds come with grading reports from GIA or AGS the two most respected gemological labs

7 What does conflictfree mean at Blue Nile
It means the diamonds are sourced in compliance with the Kimberley Process which aims to prevent the sale of diamonds that fund violence

8 What are the 4Cs and why do they matter
Cut color clarity and carat weight Theyre the standard factors that determine a diamonds quality and price

9 Which of the 4Cs matters most
Cut A wellcut diamond sparkles more even if its color or clarity is slightly lower

10 Whats the benefit of buying online instead of in a store
Lower overhead means lower prices plus you can compare thousands of diamonds side by side without pressure

11 Can I see the exact diamond Im buying
Yes Blue Nile lists photos 360 views and the grading report for most loose diamonds

12 What is the Blue Nile return policy
Most items can be returned within 30 days in original condition Engraved or customized pieces are usually final sale