Sorry Cupid, Santa's the One Handing Out Engagement Rings This Year - and He's Buying Them Online

Sorry Cupid, Santa's the One Handing Out Engagement Rings This Year - and He's Buying Them Online

1 in 3 Engagements Will Take Place This Holiday Season; More Men Than Ever Before Buying Diamonds Online

SEATTLE, Dec. 6 /PRNewswire/ -- Millions of Americans each year share in the holiday spirit by giving their hearts to that special someone. Nearly one-third of the 2.3 million annual engagements occur in November and December, making it the most popular time of year for marriage proposals. Whether it's wrapped in a box, stuffed in a stocking, or pulled from a pocket at just the right moment, an engagement ring is the ultimate holiday gift. This year, more men than ever before will choose the Internet over a traditional jewelry store for what, in many cases, is the most important and expensive, not to mention confusing, purchase of their lives.

Internet jeweler Blue Nile (NASDAQ:NILE) is the leading online retailer for high-end diamond engagement rings. Focused on empowering the consumer, the company's Web site helps shoppers through the process by offering extensive and interactive education tools. Blue Nile's rapid growth in popularity is reflected in a recent report by the Center for Media Research, which stated 'jewelry and watches' is the fastest growing product category for online retail. So how much does that ultimate holiday gift cost? According to IDEX (International Diamond Exchange), the average U.S. engagement ring fetches $2,500.

"Blue Nile's Build Your Own Ring customization tool enables men to design the perfect engagement ring that matches their taste and budget. With our selection of more than 50,000 diamonds and over 70 unique settings men can create more than two-million engagement ring combinations," said Blue Nile's Engagement and Jewelry Expert John Baird. "Our unmatched selection of independently certified diamonds which are priced 20 to 40 percent below retail combined with help from non-commissioned diamond experts, simply cannot be matched by traditional jewelers."

According to a survey by the NPD Group three out of four men say they do not feel knowledgeable about buying jewelry and more than half believe they need to become educated before purchasing a diamond. To help simplify the diamond-buying process, Blue Nile helps men navigate this task through an emphasis on interactive diamond education and design tools on its Web site. In addition, its diamond and jewelry experts are available to answer questions over the phone or via email.

For those men considering popping the question during the holidays, Blue Nile's Baird offers the following tips:

* Research, Research, Research: Don't let jewelers fool you -- buying a
diamond is a perfectly objective purchase. With a little research you
can quickly become an expert and buy like a professional.

* Buy Certified: All diamonds are not created equal. Insist that your
diamond have an independent grading report from either the GIA
(Gemological Institute of America) or AGS (American Gem Society). The
GIA and AGS are considered the gold standard. Diamonds accompanied by
these grading reports are the most highly valued in the industry, as
their quality is considered guaranteed.

* Of The Four C's, Cut Counts Most: A diamond has four major
characteristics -- cut, color, clarity, and carat weight, known as the
Four Cs. These characteristics determine the diamond's quality and
price. All are important, but a diamond's cut is the most critical.
Even if a diamond has perfect color and clarity, but has a poor cut it
will appear dull.

* It's OK To Be Shy: Diamond prices jump at the carat and half-carat
marks, so try to buy just shy of these levels. For example, instead of
a 1 carat, look for a .95. You'll save a significant amount of money,
and the slight size difference will never be noticed.

* The Sweet Spots: As color and clarity grades improve, diamond prices
increase. However, above certain color and clarity grades the human
eye cannot detect these subtle differences. In effect, you're paying
for something that you can't see, not unlike paying someone to paint
the underside of your house. For example, to achieve the best value
consider a near-colorless instead of a colorless diamond or a VS2
(Very Slightly Included) clarity grade as opposed to a Flawless
clarity grade.



For those already married or not ready to pop the question just yet, Blue Nile offers a vast selection of diamond and non-diamond jewelry items at all price levels. Some of this season's most popular items include:

* Freshwater Cultured Pearl 100" Rope Necklace, $325
This unusual necklace can be worn in several classic styles. Loop the
necklace multiple times to create a twisted look or vary the loop
lengths for several graduated strands.

* 18k White Gold Triple Bezel Diamond Drop Earrings (3/4 ct. tw.),
$1,300
Three diamonds dangle by a long 18k white gold chain, creating eye-
catching style in a fashionable look.

* Sterling Silver Diamond Heart-Tag Necklace, $80
A petite sterling silver heart is set with a single brilliant diamond
in this classic design. The heart hangs gracefully from a polished
sterling silver rolo chain and you can have it engraved for a
personalized gift.

* Sterling Silver Engine-Turned Business Card Case, $100
This engine-turned design and rectangular frame of this sterling
silver card case makes carrying business cards easy and tasteful for
any executive. Engrave it for a personalized look.

* 18k White Gold Pave Diamond Hoops (1 ct. tw.), $975
These earrings combine the fashionable and fun look of hoops with the
brilliance of thirty five diamonds creating sparkle that permeates
each earring.

About Blue Nile, Inc.


Blue Nile (http://www.bluenile.com/ ) is a leading online retailer of high quality diamonds and fine jewelry. The Blue Nile web site showcases over 50,000 independently certified diamonds and more than 3,000 styles of fine jewelry, including rings, wedding bands, earrings, necklaces, pendants, bracelets and watches.


Source: Blue Nile

CONTACT: John Baird of Blue Nile, +1-206-336-6755, johnb@bluenile.com

Web site: http://www.bluenile.com/


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