That message is tough, though, when people bring in print-outs of Blue Nile diamonds into their local jewelers, often with price tags 20% less than those jewelers were used to charging.

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He created a locket made of palladium and 22k gold studded with blue Moonstones, gray diamonds (24.51ctw.) blue sapphires (17.34 ctw.) and white diamonds.

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Another piece, a gold brooch set with an ancient gold coin that pictures Philip II of Macedonia, has patterns made of diamonds, blue topazes, amethysts, peridots, and pink and red tourmalines.

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The silvered gold dial and its flange are paved with 233 brilliant cut diamonds and 303 blue sapphires with different nuances, offering a subtle color gradation.

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Diamonds look best under blue-tinged white light, while gold shows better in warmer tones.

FORBES: Magazine Article

Creating a website that looks good and makes it easy for men to learn about diamonds before buying has turned Blue Nile into the leading online seller of jewellery, confounding predictions that luxury and e-commerce would never mix.

ECONOMIST: Gentlemen prefer buying diamonds online

He does so because round diamonds have largely been commoditized by Blue Nile and other similar mass marketers and thus makes it easy for people to buy their own stones once they are educated.

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The platinum watch case and bracelet are paved with 568 baguette-cut diamonds and 234 baguette-cut royal blue sapphires.

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