Blue Nile Celebrates 25 Years of Online Diamond Shopping with Expanded Designer Collections

Founded in Seattle in 1999, Blue Nile pioneered online diamond shopping and has since evolved into a full-fledged jewelry designer with collections like Ellipse, Modern Pavé, and SIX by Royal Asscher. The brand's offerings now extend beyond engagement rings to include fashion-forward pieces worn by influencers and celebrities such as Laura Harrier and Rainey Qualley. Blue Nile operates showrooms across the country, complementing its e-commerce platform. The Ellipse collection features sculptural 14-karat yellow gold links with diamond pavé, while Modern Pavé highlights clusters of natural diamonds inspired by water droplets. SIX by Royal Asscher, an exclusive partnership with the Amsterdam diamond house founded in 1854, showcases six patented diamond cuts, including the original Asscher cut patented by Joseph Asscher in 1902. The tennis collection reinterprets the classic bracelet with emerald-cut stones in yellow-gold bezels and east-west settings. Blue Nile also offers blue gemstone jewelry, such as sapphire and aquamarine pieces, catering to wedding traditions. With a quarter-century of history, the company continues to blend online convenience with physical retail, appealing to both brides and fashion-conscious consumers.