Blue Nile, Inc. operates as an online retailer of diamonds and fine jewelry. The company offers its products for sale through the Blue Nile Website in approximately 40 countries and territories throughout the world. The company’s wholly-owned subsidiaries include Blue Nile, LLC, which serves its customers in the U.S., Canada, and the Asia-Pacific; Blue Nile Worldwide, Inc., which serves its customers in Europe; and Blue Nile Jewellery, Ltd, which operates a customer service and fulfillment center in Dublin, Ireland. Product Offerings The company’s merchandise consists of engagement and non-engagement products. The engagement product category includes gold or platinum engagement rings with a diamond center stone and loose diamonds. Its non-engagement product category includes rings, wedding bands, earrings, necklaces, pendants, bracelets, gifts, and accessories containing precious metals, diamonds, gemstones, or pearls. The company’s core business is the engagement category. The company’s Website showcases approximately 100,000 independently certified diamonds and styles of fine jewelry, including rings, wedding bands, earrings, necklaces, pendants, bracelets, gifts, and accessories. It is engaged in the customization of diamond jewelry with its ‘Build Your Own’ feature that offers customers the ability to customize diamond rings, pendants, and earrings. The company offers diamonds with specified characteristics in the areas of shape, cut, color, clarity, and carat weight. It purchases diamonds on a ‘just in time’ basis from its suppliers when a customer places an order for a specific diamond. The company then assembles the diamond with a ring, pendant, or earring setting from its inventory into customized diamond jewelry according to its customer’s specifications. It offers a range of non-engagement products to complement its selection of customized diamond jewelry. Business Strategies The company’s strategic initiatives are aimed at driving long-term shareholder value by investing in improving the online user experience across multiple platforms, deploying marketing to reach various customers, investing in the expansion of its international business, refining its product assortment, and aggressively pricing its products. Seasonality The company experiences seasonal fluctuations in demand for its products. Its quarterly sales are impacted by various gift giving holidays, including Valentine’s Day (first quarter (year ending December 2013)), Mother’s Day (second quarter), and Christmas (fourth quarter). As a result, the company’s quarterly revenue is the lowest in the third quarter (as a result of the lack of recognized gift giving holidays) and highest in the fourth quarter. Intellectual Property In the U.S. and certain other countries, the company has registered or has applications pending for ‘Blue Nile’, the BN logo, the Blue Nile BN stylized logo, ‘Build Your Own Ring’, ‘Build Your Own Five-Stone Ring’, ‘Build Your Own Three Stone Ring’, ‘Build Your Own Diamond Jewelry’, ‘Build Your Own Diamond Pendant’, ‘Build Your Own Earrings’, and ‘Build Your Own Charm Bracelet’. In addition, the company is the holder of a patent entitled ‘Computerized Search Technique, such as an Internet-Based Gemstone Search Technique’ (U.S. Patent No. 8,271,521) and has various other U.S. patent applications pending, which relate to certain features of its Website. The company has registered the domain name, bluenile.com; bluenile.co.uk, and bluenile.ca Internet domain names; and various other related domain names. History Blue Nile, Inc. was founded in 1999. The company was incorporated in 1999 as a Delaware corporation.
blue nile inc (BVJ:Frankfurt)
411 First Avenue South
Seattle, WA 98104
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