Leatherhead Matters

……Blue Nile may be a boy’s best friend!

When love is in the air a woman’s thoughts may turn to rings & diamonds  and  men immediately look to their credit card balance. But, a new company is easing the financial pain and smoothing the shopping experience for luxury jewellery.

Men are instinctively intimidated when they enter a jewellery store with a loved one. It’s a fine balance between pleasing the lovely lady with a large sparkler and exceeding your credit card balance!  Enter Blue Nile, an on-line jewellery store. Their web site makes it easy to learn about diamonds and provides enormous choice. You can even design your own ring on-line. All this without a sales assistant knowingly directing all their sales pitch at the prospective owner of the ring.

Blue Nile has become the largest on-line retailer of luxury jewellery. 70% of its 2007 sales are for engagement rings, suggesting many first time buyers of rings. It now has 4% share of the U.S. jewellery market and is growing fast in Britain & Canada. 85% of Blue Nile sales are to men who, on average, pay $6200 fo an engagement ring. However, women obviously still influence the important purchase since the majority of visitors to the site are female browsers.

The important point about Blue Nile, for it’s male customers, is that its business model enables it to sell jewellery 30-40% below high street prices and 50% below luxury jewellery stores.

Visit the store here …..Diamonds, Engagement Rings and Fine Jewelry at Blue Nile