Lab-GrownJul 13, 2026
Stephanie Gottlieb Changes Her Mind on Lab-Grown DiamondsThe designer, who once said she’d never sell lab-grown diamonds, debuted two capsule collections designed to be fun and easy to wear.
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 13, 2026
De Beers Announces Potential Layoffs, 2-Year Production Pause at VenetiaThe diamond miner and marketer is undergoing another round of cost-cutting measures ahead of its sale by Anglo American.
Events & AwardsJul 13, 2026
Registration Opens for JIS Fall 2026 ShowThe annual trade-only buying event is slated for Oct. 16-19 in Miami Beach, Florida.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Events & AwardsJul 13, 2026
AGTA Accepting Entries for Spectrum 2026AGTA also has announced the lineup of judges for the colored gemstone cutting and jewelry design contest’s various categories.
Weekly QuizJul 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TechnologyJul 10, 2026
There’s a New Blind Box for Luxury Watches Collectibles platform Arena Club’s new Time Boxes could contain a Rolex or Patek Philippe watch.
TrendsJul 10, 2026
Jade Trau Creates a Constellation of DiamondsThe “Constellation Plié” collar, our Piece of the Week, features diamonds arranged in a constellation of shining stars.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
SourcingJul 10, 2026
CFO of De Beers’ Consumer-Facing Division Leaves Company Shaun Wills joined the company in 2024 and was chief financial officer of the De Beers Brands and Consumer Markets division.
WatchesJul 10, 2026
Brilliant Earth Expands Into WatchesIn honor of its 20th anniversary, the jewelry brand has released a limited-edition collection of Swiss-made timepieces.
CollectionsJul 09, 2026
Boucheron’s New High Jewelry Collection Is an Ode to the Human Touch“Human Being” highlights the similarities and differences between us through five sets of jewelry that celebrate fine craftsmanship.
WatchesJul 09, 2026
Damiani Group Finalizes Acquisition of Baume & MercierRichemont will continue to provide operational services for the watch brand for a period while the group prepares to integrate it.
AuctionsJul 09, 2026
Pharrell Williams’ Joopiter Hires Former Bonhams Exec to Head New Watch DivisionNate Borgelt will lead the digital auction house and content platform’s new division as head of watches.
Events & AwardsJul 09, 2026
Halstead Names 2026 Grant WinnerEnoch Platero, founder and designer behind Enoch Michael, is the first Native American jeweler to win the award.
Events & AwardsJul 09, 2026
AGS, GIA Name 2026 Beatrice Shipley Scholarship WinnerAGS also announced the recipient of its “Women in Leadership” scholarship.
MajorsJul 08, 2026
Kendra Scott Joins ‘Shark Tank’ As Permanent Investor The founder of the billion-dollar jewelry and lifestyle brand will debut as a full-time “Shark” on the upcoming season of the show.
SurveysJul 08, 2026
Signet Jewelers Falls 5 Spots on NRF’s ‘Top 100’ Retailers ListPlus, why retailers should be ready to adjust as the U.S. population may decline this year for the first time since the Great Depression.
CrimeJul 08, 2026
Here’s What Thieves Stole From the Lalique Museum René Lalique’s “Woman Dragonfly With Open Wings” pendant, the first piece the museum acquired, was one of the jewels taken.
MajorsJul 08, 2026
Richline Group Promotes 2 ExecsArien Gessner and Moss Makhoulian have been elevated into newly created roles.
ColumnistsJul 07, 2026
Peter Smith: Diamond Branding and the Origin ParadoxA podcast prompted Smith to share his views on where origin fits into the natural diamond story and the viability of branded diamonds.
Events & AwardsJul 07, 2026
JA Announces 2026 Impact Initiative RecipientsThe association selected eight recipients for the funding program, which is in its second year.
TrendsJul 07, 2026
Amanda’s Style File: Ruby, White and Blue Whether celebrating America’s 250th birthday or the USA’s World Cup run, July birthstone jewelry can double as a patriotic accessory.
CrimeJul 07, 2026
Thieves Steal Millions in Jewels From France’s Musée LaliqueAround 20 pieces of jewelry were stolen from the museum dedicated to French jeweler and glassmaker René Lalique.
CollectionsJul 07, 2026
Robinson Pelham Is Partying Like It’s 1996The “Summer of ’96” campaign and collection celebrate the year the brand was founded for its 30th anniversary.
SourcingJul 06, 2026
Gemfields CEO Sean Gilbertson Steps DownAfter eight years, Gilbertson is leaving his post at the mining company, which is currently facing a slew of operational challenges.
IndependentsJul 06, 2026
Bachendorf’s To Open Fifth Store In DallasThe new location is set to open this winter, featuring the retailer’s first rotating jewelry designer residency.
MajorsJul 06, 2026
Graff Names BTS Star Jung Kook as New AmbassadorThe pop artist appears in the latest campaign for the “Laurence Graff Signature” collection.
