Tuesday, 7th December 2004 (4153 views)

The Centre for Media Research in the US is reporting a massive rise in growth for Internet jeweller Blue Nile.

'Jewellery and watches' is the fastest growing product category for online retail.

The company has introduced a 'Build Your Own Ring' customization tool, enabling men to design the perfect engagement ring that matches their taste and budget.

"With our selection of more than 50,000 diamonds and over 70 unique settings men can create more than two-million engagement ring combinations," said Blue Nile's engagement and jewellery expert John Baird.

According to a survey by the NPD Group, three out of four men lack the confidence and know-how when buying a diamond.

Blue Nile aims to help men through an emphasis on interactive diamond education and design tools on its website.

Diamond and jewellery experts are also available to answer questions over the phone or via email.

 

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