After Doug Williams expanded the family diamond business online, he realized he needed a name to stand out among the many family names crowding the category. His first attempt, Internet Diamonds, explained the proposition but lacked the allure and romance important to selling jewelry in any venue.
Be colorful. Color never fails to bring energy and memorability, and it is almost always worth exploring. In the crowded and intensely competitive online marketplace, Blue Nile stands out, fresh and bright.