Blue Nile is also one of the top online retailers of certified diamond and jewelry of all sorts. They not only deal in rings but bracelets and earrings as well as pendants (Arthur a. & Ronald W., 2011:314)
Substitute products Diamond, being one of the most expensive gems in the market, is bound to have several other substitutes for those who are not able to meet the cost of the grade of diamond that Blue Nile specializes in. The substitutes would be to go for a lower grade of diamond, some would also go for the white gold, natural blue sapphire also comes in handy as a substitute, ruby, emerald and alexandrite are as well substitute products that have of late competed against diamond (Sam Abbay, 2012)