BlueNile invented discount selling of diamonds online in the late 1990s.
Bluenile does not produce any diamonds nor does it own any inventory; it only lists other companies’ diamonds. This is an efficient business model for BlueNile but means that staff has not seen the diamonds nor can they show them to consumers except with limited inventory for showrooms.
BlueNile’ as offerings include diamonds mined by Putin’s miner in Russia as well as De Beers.
BlueNile does not offer any sustainably created diamonds. All of its diamonds are mined with what Tiffany & Co’s CEO once called “the largest environmental & social footprint of any human activity.”
Bluenile’s diamonds are mined in Africa, Russia, etc. with carbon emitting sources of energy in India and China.
The only American part of Bluenile’s business is its eCommerce operation, a very small part of the offering and the supply chain.
Bluenile’s marketing of its diamonds as “sustainably sourced” is not truthful as there is nothing sustainable about mining, the very definition of sustainable being “not depleting a [natural] resource” according to Merriam-Webster.
At VRAI, we focus on true sustainability. We have our own foundry and guaranteed knowledge of the origin of our diamonds. All diamonds are grown with zero-emission energy in the United States.
Learn more about VRAI, our sustainably created diamonds, and our selection of fine jewelry and engagement rings.