Blue Nile Inc., a leading online retailer of diamonds and fine jewelry, added a collection of high-quality watches and a silver jewelry line to its online store. Its new line of watches includes the brands Alfex, Baume et Mercier, Ebel, Festina, Gucci, Movado, Seiko, Skagen, Swiss Army, Tag Heuer and Kenneth Cole. The watches are available in a variety of styles with prices between $100 and $5,000. The silver jewelry line includes necklaces and bracelets as well as gift accessories like key rings, money clips and cufflinks.
The company says its expansion is in line with its mission to create a better way for people to buy jewelry. "Our customers have told us overwhelmingly that they want to buy watches from a fine jewelry retailer," CEO Mark Vadon says. "By expanding our product lines to watches and also silver jewelry, we can provide our customers with the kind of high quality, beautifully crafted jewelry they need in a pressure-free shopping environment."
In addition, Blue Nile redesigned its Web site to make shopping simpler. The navigation is easier, a keyword search is available and more detailed product images are included. The company plans to continue its expansion, and later this month it will add silver, gold and platinum earrings and other jewelry pieces to its online store.
- by Julia M. Duncan