Blue Nile was initially founded in 1999, and since then their exponential growth had resulted in their place as the largest online retailer of jewelry, rings, and certified diamonds. They have built their customer base on the concepts of customer education, and product value. BlueNile.com offers a simple, education process to help customers understand jeweler's terms when considering purchase of diamonds and other fine gemstones, and educates them as to what to look for when determining value and price. Blue Nile then offers high-quality, certified diamonds of the cut, set, and grade the customer specifies, all at great value. Finally, Blue Nile guarantees peace of mind with a simpe, no fuss 30-day satisfaction guarantee return on all their merchandise.