Blue Nile, which transformed the diamond business more than 20 years ago with radical transparency and web access, has brought its magic to NorthPark Center.
“We revolutionized the industry with a disruptive online business model, making it possible to shop for extraordinary, high-quality diamonds at a great value,” says chief marketing officer Charlie Severn. “We firmly believed that our customers deserved more choices, straightforward information, and legendary service.”
Blue Nile opened at NorthPark because it’s the “preeminent shopping center in the Southwest,” Severn says. Plus, the company already has a meaningful client base here from its online presence.
Situated on Level One near Macy’s, the boutique displays more than 600 pieces of jewelry, including the impressive selection of ethically sourced diamonds and bridal jewelry that made Blue Nile’s international reputation.
It showcases the brand's “Extraordinary Collection”—one-of-a-kind designs and rare gems—plus classic adornments, such as Cuban-link chains, tennis bracelets, and diamond earrings. There are also fashionable star-shaped diamond studs, gold paperclip necklaces, sterling heart pendants, and multicolor gemstone bracelets.
The showroom’s noncommissioned associates stand ready to educate shoppers about the four Cs of diamonds—cut, color, clarity, and carat—and all Blue Nile diamonds carry gradings by the Gemstone Institute of America (GIA), which maintains the strictest standards and is the industry standard bearer.
The store also features a build-your-own jewelry bar to suit individual budgets and styles.
“Our expert artisans will pour their passion into every detail, creating the perfect design for each unique client,” Severn says. “As the leader in handcrafted engagement rings and beautiful fine jewelry, we’re constantly innovating and looking for new ways to help you discover and design the perfect piece for every occasion.”
Speaking of invention, last fall Blue Nile introduced Lab Grown Diamonds.
Made of the same cubic crystalline carbon as diamonds that were compressed in the earth’s crust, these sparklers also carry GIA gradings, but they are priced significantly lower than natural stones of comparable size and quality.
For example, Blue Nile currently offers a round Lab Grown 1.01 carat ideal cut colorless diamond with VVS1 clarity for $2,530, while a natural stone of the same high grade is around $9,700.
“At Blue Nile, we love to celebrate all of life’s brilliant moments,” Severn says. “Classics always shine, no matter the occasion.”
