EditorsAug 23, 2022
What Signet’s Blue Nile Acquisition Could Mean for the Jewelry IndustryLab-GrownNov 08, 2022
Blue Nile Moves into Lab-Grown Diamonds
The jewelry company is now selling lab-grown diamonds loose and set in engagement rings.
Blue Nile, recently acquired by Signet Jewelers, is now selling lab-grown diamonds loose and set in engagement rings. Pictured is the Blue Nile showroom in Silicon Valley in California.
Akron, Ohio—Blue Nile, fresh from its Signet Jewelers acquisition, is now selling lab-grown diamonds loose and set in engagement rings.
Previously, the retailer offered fashion fine jewelry with lab-grown diamonds from De Beers-owned brand Lightbox, but this marks its first foray into the lab-grown bridal category.
Blue Nile’s website has a “build your own ring” feature, allowing shoppers to customize their own engagement rings.
That feature now includes the option to choose a lab-grown diamond.
“Made for your moment. An affordable and sustainable option, our lab-grown diamonds are virtually indistinguishable from a natural stone,” the website reads.
At press time, customers can choose from 5,913 lab-grown diamonds in a variety of shapes with the ability to filter by different characteristics pertaining to the 4Cs.
The most expensive option is a 4.19-carat round lab-grown diamond that is an ideal cut, D-color stone with VVS2 clarity for $36,536.
The most affordable option is a 0.76-carat emerald-cut lab-grown diamond graded as very good cut, D-color, and VS2 clarity for $816.
The site also lets customers filter by delivery date with many options taking just a week to arrive.
Industry analyst Paul Zimnisky recently tweeted about the Blue Nile development, noting that parent company Signet did not wait long to introduce lab-grown diamond engagement rings and loose stones to the newly acquired company.
Wow, Blue Nile now selling loose/engagement lab-grown. Signet didn't wait long... pic.twitter.com/hpOourPNbp
— Paul Zimnisky, CFA (@paulzimnisky) November 5, 2022
“I am kind of surprised in that I thought Signet would reserve Blue Nile as its higher-end e-commerce platform, only selling natural diamonds outside of Lightbox fashion jewelry,” said Zimnisky in a statement to National Jeweler.
When Signet initially announced its Blue Nile acquisition, it said the purchase was intended to boost bridal offerings and digital capabilities.
The company was placed at the top of its “Accessible Luxury” portfolio, which also includes Jared, James Allen, and also recently acquired Diamonds Direct.
“I think this move is further commoditizing these online diamond selling platforms, and could have a longer-term negative impact on the Blue Nile business,” added Zimnisky.
“I think [Signet CEO] Gina Drosos has done a lot right for Signet since she has been at the helm. In general, the company seems to be in a strong position, especially given the macro backdrop. However, I think she could be making a longer-term strategic mistake with the way the company is now positioning lab-diamonds with natural diamonds side by side,” he said.
Notably, fellow Signet banner James Allen and competitor Brilliant Earth have similar “create your own” ring builders, offering natural and lab-grown diamonds.
Signet Jewelers and Blue Nile did not respond to requests for comment.
Editors' Picks
Sponsored by
More on Lab-Grown
The Latest
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
Weekly QuizJun 11, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
MajorsJun 09, 2026
Wilkerson's Russ Whitehouse RetiresThe industry veteran is bringing his 56-year run in the fine jewelry sector to an end.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
TechnologyJun 08, 2026
Overnight Mountings Launches Ring Builder PlatformThe platform allows retailers to guide clients through a customizable engagement ring buying experience in a branded interface.
IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
SourcingJun 05, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
