Tuesday, 29th November 2005 (4138 views)

Online jeweller Blue Nile is hoping to snare a portion of the yuletide luxury goods market with its new custom-build ring and earring scheme.

Custom-build jewellery may be nothing new but the company hopes its latest system – which is able to display custom-build jewellery in real time and is run using complex algorithms – will have the beating of rivals.

Customers can choose between three new customisation features - five-stone rings, six-stone earrings and Asscher cut diamond stud earrings.

The scheme allows people to mix and match from a selection of 60,000 certified diamonds and is, according to Blue Nile, quicker and cheaper than other custom-build schemes.

"Traditionally consumers would be forced to either choose from a limited selection of preset diamond jewellery in a store, or pay a premium to wait weeks for a piece of custom jewellery," said Blue Nile CEO Mark Vadon.

"Conversely, a Blue Nile customer will pay 20 to 40 percent below traditional retail and receive his order in four business days."

The complex algorithms the technology leverages even ensure that consumers aren't presented with garish combinations of ill-matching jewels.

Founded in 1999, Blue Nile saw third quarter sales boom 24 per cent year-on-year to $42 million.

 

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