EditorsAug 23, 2022
What Signet’s Blue Nile Acquisition Could Mean for the Jewelry IndustryLab-GrownNov 08, 2022
Blue Nile Moves into Lab-Grown Diamonds
The jewelry company is now selling lab-grown diamonds loose and set in engagement rings.
Blue Nile, recently acquired by Signet Jewelers, is now selling lab-grown diamonds loose and set in engagement rings. Pictured is the Blue Nile showroom in Silicon Valley in California.
Akron, Ohio—Blue Nile, fresh from its Signet Jewelers acquisition, is now selling lab-grown diamonds loose and set in engagement rings.
Previously, the retailer offered fashion fine jewelry with lab-grown diamonds from De Beers-owned brand Lightbox, but this marks its first foray into the lab-grown bridal category.
Blue Nile’s website has a “build your own ring” feature, allowing shoppers to customize their own engagement rings.
That feature now includes the option to choose a lab-grown diamond.
“Made for your moment. An affordable and sustainable option, our lab-grown diamonds are virtually indistinguishable from a natural stone,” the website reads.
At press time, customers can choose from 5,913 lab-grown diamonds in a variety of shapes with the ability to filter by different characteristics pertaining to the 4Cs.
The most expensive option is a 4.19-carat round lab-grown diamond that is an ideal cut, D-color stone with VVS2 clarity for $36,536.
The most affordable option is a 0.76-carat emerald-cut lab-grown diamond graded as very good cut, D-color, and VS2 clarity for $816.
The site also lets customers filter by delivery date with many options taking just a week to arrive.
Industry analyst Paul Zimnisky recently tweeted about the Blue Nile development, noting that parent company Signet did not wait long to introduce lab-grown diamond engagement rings and loose stones to the newly acquired company.
Wow, Blue Nile now selling loose/engagement lab-grown. Signet didn't wait long... pic.twitter.com/hpOourPNbp
— Paul Zimnisky, CFA (@paulzimnisky) November 5, 2022
“I am kind of surprised in that I thought Signet would reserve Blue Nile as its higher-end e-commerce platform, only selling natural diamonds outside of Lightbox fashion jewelry,” said Zimnisky in a statement to National Jeweler.
When Signet initially announced its Blue Nile acquisition, it said the purchase was intended to boost bridal offerings and digital capabilities.
The company was placed at the top of its “Accessible Luxury” portfolio, which also includes Jared, James Allen, and also recently acquired Diamonds Direct.
“I think this move is further commoditizing these online diamond selling platforms, and could have a longer-term negative impact on the Blue Nile business,” added Zimnisky.
“I think [Signet CEO] Gina Drosos has done a lot right for Signet since she has been at the helm. In general, the company seems to be in a strong position, especially given the macro backdrop. However, I think she could be making a longer-term strategic mistake with the way the company is now positioning lab-diamonds with natural diamonds side by side,” he said.
Notably, fellow Signet banner James Allen and competitor Brilliant Earth have similar “create your own” ring builders, offering natural and lab-grown diamonds.
Signet Jewelers and Blue Nile did not respond to requests for comment.
More on Lab-Grown
The Latest
EditorsAug 27, 2025
Taylor Swift’s Engagement Ring Is a Fairy Tale for Vintage Diamond CutsThe singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.
SourcingAug 27, 2025
11,685-Carat Emerald Recovered From Zambia’s Kagem MineDubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.
SurveysAug 27, 2025
Consumer Confidence Slips in August Amid Job, Income WorriesPlans for dining out, booking vacations, and buying big-ticket items were down.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
CollectionsAug 27, 2025
Mined + Found’s New Collection Gets Playful The “Play” collection centers on nostalgic toys that have kinetic elements to carry playfulness and wonder into adulthood.
Weekly QuizAug 22, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsAug 26, 2025
Does Your Jewelry Stack Need a Snack?Designer Christina Puchi, the creative force behind CCWW Designs, has created charms and pendants based on iconic candies and crackers.
WatchesAug 26, 2025
Nick Jonas Gets Nostalgic in New Fossil CampaignThe Jonas Brothers star showed off new timepieces against the backdrop of his favorite spots in his home state of New Jersey.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
IndependentsAug 26, 2025
Hinkamp Jewelers Celebrates 70 YearsThe family-owned jeweler in Fayetteville, North Carolina, is in the hands of the second generation.
ColumnistsAug 26, 2025
Back to School, Back to Style: Why August is Prime Time for Self-GiftingIn his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.
WatchesAug 25, 2025
London Jewelers Brings Rolex to Historic Hamptons HomeThe new stand-alone Rolex boutique is housed in the former Odd Fellows Hall, a landmark built in 1897.
CollectionsAug 25, 2025
Tennis Star Madison Keys Has the Perfect Necklace for the US OpenThe Brilliant Earth ambassador co-designed a diamond medallion featuring meaningful symbols.
TrendsAug 25, 2025
Amanda’s Style File: That’s a WrapWrap jewelry is more than just a trend; it’s the perfect motif for the coming season of layering, scarves, and pumpkin spice.
WatchesAug 25, 2025
WatchTime NY Show Returns for 10th Anniversary EditionThe three-day watch collector show, coming this October, will feature 44 exhibiting brands, as well as a new dinner experience.
GradingAug 22, 2025
Former Head of GIA India Promoted to Oversee Global Operations Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.
CollectionsAug 22, 2025
Piece of the Week: Retrouvaí’s ‘Diamond Vein Bond’ CollarThe one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.
MajorsAug 22, 2025
Kendra Scott Returns as CEO of Her Jewelry EmpireThree C-suite executives, including former CEO Tom Nolan, have resigned as part of what the company describes as a “transition.”
MajorsAug 21, 2025
Claire’s Finds Buyer, Could Save up to 950 StoresThe retailer, which recently filed Chapter 11, inked a deal to sell its North American business and intellectual property.
MajorsAug 21, 2025
Target Names New CEO as Sales Continue to Lag Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.
Policies & IssuesAug 21, 2025
JA, IDMA Talk Tariffs With Execs in DC The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.
MajorsAug 21, 2025
Tiffany & Co. Pops Up at 2025 US OpenThe pop-up will display this year's Tiffany & Co. Singles Championship trophies along with a diamond-encrusted tennis racket and ball.
IndependentsAug 20, 2025
Bellman’s Jewelers Opens Second Store After COO's TikTok Takes OffThe New Hampshire-based store has expanded to Boston, propelled by the success of Alex Bellman’s TikTok page, “The Truthful Jeweler.”
CrimeAug 20, 2025
Another CA Jewelry Store Rammed With Car, RobbedThe latest incident happened Monday at a store in Oakland, California, continuing a pattern JSA first warned about last month.
WatchesAug 20, 2025
Oris Launches Watch Benefiting NYC Harbor Oyster RestorationThe new aqua green New York Harbor Limited Edition II is the watchmaker’s second collaboration with the Billion Oyster Project.
Events & AwardsAug 20, 2025
Take the Jewelers for Children ‘Trinity of Purpose’ ChallengeParticipants who attend any three Rings of Strength events will be awarded a special medal.
SourcingAug 19, 2025
Dubai’s Jemora Group Buys Diamond Miner LucapaThe investment company, founded by Dev Shetty, has acquired the struggling miner and its assets, including the Lulo mine in Angola.
ColumnistsAug 19, 2025
Peter Smith: The Arrival Fallacy and Jewelry RetailSmith shares wisdom he gleaned from a podcast he was listening to one morning while being walked by his dog, a Malshi named Sophie.
