Blue Nile Inc is a Delaware corporation incorporated on March 18, 1999 as RockShop.com, Inc. The Company is an online retailer of high-quality diamonds and fine jewelery. The Company's website showcases more than 100,000 independently certified diamonds and styles of fine jewelery, including rings, wedding bands, earrings, necklaces, pendants, bracelets, gifts, and accessories. It also customizes diamond jewelry with its Build Your Own feature that offers customers the ability to customize diamond rings, pendants and earrings. It has developed an efficient online cost structure and supply solution that eliminates traditional layers of diamond wholesalers and brokers, which allows the Company to purchase its product offerings at lower prices by avoiding mark-ups imposed by intermediaries. The Company's merchandise consists of engagement and non-engagement products. The engagement product category includes gold or platinum engagement rings with a diamond center stone and loose diamonds. Its non-engagement product category includes rings, wedding bands, earrings, necklaces, pendants, bracelets, gifts and accessories containing precious metals, diamonds, gemstones, or pearls. The Company's diamond supplier relationships allow it to display suppliers diamond inventories on its website for sale to consumers without holding the diamonds in its inventory until the products are ordered by customers. It purchases polished diamonds from over 100 suppliers. Its diamond suppliers purchase rough and polished diamonds from sources throughout the world. It offers diamonds with specified characteristics in the areas of shape, cut, color, clarity, and carat weight. The Company purchases diamonds on a just in time basis from its suppliers when a customer places an order for a specific diamond and then assembles the diamond with a ring, pendant or earring setting from its inventory into customized diamond jewelry according to customers specifications. The finished jewellery is delivered to the customer generally within three to seven business days from the order date and within one business day for Signature diamonds. The Company's primary competition comes from independent jewelry stores; retail jewelry store chains, such as Tiffany & Co.; online retailers that sell jewelry and online jewelry retailers, such as Amazon.com, James Allen, and Brilliant Earth; department stores, chain stores and mass retailers, such as Nordstrom and Neiman Marcus; online auction sites, such as eBay; catalog and television shopping retailers, such as HSN and QVC; discount superstores and wholesale clubs, such as Wal-Mart and Costco Wholesale; and internet shopping clubs, such as Gilt Groupe and Rue La La.
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