Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime AchievementMark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.
EditorsDec 18, 2015
Blue Nile’s ‘Scary’ Ad
Blue Nile took a swipe a brick-and-mortar retailers with one of the advertisements it’s circulating online this fall. But Editor-in-Chief Michelle Graff doesn’t think they should be offended.
Last week, a jewelry industry colleague sent me a link to a 15-second Blue Nile ad called “Engagement Ring Shopping Shouldn’t Be Scary,” which most definitely takes a swipe at the e-tailer’s brick-and-mortar competitors.
A soon-to-be-betrothed young man who is millennial aged, or perhaps a bit older, is walking down Main Street U.S.A. on a nice, sunny day. A bird with an ominous cry circles overhead as he stops to peer into the window of “Bosworth Jewelers” (est. 1974), only to be startled when a creepy-looking salesman with a bird-like nose and too many teeth pops into the frame.
“Looking for an engagement ring?” he drawls.
Scared off by this specter, the young man walks away and, presumably, buys his engagement ring elsewhere.
https://www.youtube.com/watch?v=QZoQy9JhsSg
My colleague said she found the ad to be ugly, and disparaging to the industry’s mom-and-pop operations. “When the biggest kid on the block needs to effectively bully smaller shops via marketing, it’s a sad thing indeed,” she wrote to me.
JCK News Director Rob Bates didn’t care much for it either. In his annual roundup of the highs and lows of the holiday season’s jewelry ads (which is something I enjoy reading every year), Mr. Bates called it a “little mean-spirited and even obnoxious.”
My take on the ad (which, by the way, runs online only, in case you were wondering if you’d see it on TV) is a bit different.
When I saw it, I found it to be a bit silly overall. I also thought that brick-and-mortar retailers could actually take its creation as a bit of a compliment. Blue Nile, the afore-described “biggest kid on the block,” finds them threatening enough to spend the money to create an advertisement targeting them directly.
Why? Because brick-and-mortar jewelers have something Blue Nile desperately wants—face-to-face, personal interaction with people.
The Internet has changed retailing forever, yes, and not all for the better. But people still are going to go out and shop. We are social creatures by nature; we, for the most part, like to be out and about among other people and that’s never going to change. The Internet will never be a full substitute for human interaction.
And Blue Nile knows it. That’s why they are spending money to open as many as four new “webrooms” next year. It’s also why other online-only retailers, including Amazon, Gemvara and BaubleBar, have
been or are experimenting with physical locations or distribution.
Blue Nile doesn’t worry about competition from other online retailers; they are by far the biggest online seller of jewelry.
They worry about the retailers that have what they don’t—a store, a place where people can come in, pick up the jewelry, see it, touch it, feel it, and talk to somebody about it.
Blue Nile doesn’t worry about competition from other online retailers; they are by far the biggest online seller of jewelry.
They worry about the retailers that have what they don’t—a store, a place where people can come in, pick up the jewelry, see it, touch it, feel it, and talk to somebody about it.
More on Editors
The Latest
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2 While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio CharactersThe “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.
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.
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.
Weekly QuizJul 17, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern IndiaThe “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHoCreative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s LondonNext week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.
SourcingJul 22, 2025
Antwerp Diamond Heist Documentary Coming to Netflix“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.
ColumnistsJul 22, 2025
The Gifting Gap: How to Market Jewelry Beyond the HolidaysEmmanuel Raheb shares the top five gifting moments outside of major holidays that jewelers should build marketing campaigns around.
Events & AwardsJul 22, 2025
NY Now’s Summer Market Returns in AugustThe wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.
MajorsJul 21, 2025
Rio Grande Expands Personalization OfferingsAs demand for custom jewelry grows, the company is expanding its services to support retailers.
Events & AwardsJul 21, 2025
NAJA’s 2025 ‘Ace It’ Conference To Go VirtualThe mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.
TrendsJul 21, 2025
Amanda’s Style File: Graduated With Honors Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.
Events & AwardsJul 21, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement PlansHe retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm NecklaceThe charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.
MajorsJul 18, 2025
Plumb Club Elects New Board MembersThe organization elected its youngest vice president as it looks to draw in fresh talent.
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up! Sponsored by The INSTORE Jewelry Show 2025
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGovGlobally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.
SourcingJul 17, 2025
Rio Tinto Names New CEO, Production Rises at DiavikProduction at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.
