What's the alleged relation between NILE and ZALE? What, that they both sell diamonds? azepine00 is talking customer service at Blue Nile, and you indirectly insult him with some derogatory Zale comment.

A look at margins for the two companies plus a very detailed analysis of Blue Nile is here: http://www.kiplinger.com/features/ar.../diamonds.html

"The best online jeweler is Blue Nile, which this year will sell about $250 million in diamond jewelry."

A look at shopping this time last year: http://blogs.wsj.com/holidaysales/20...holiday-zales/

OP/others do your own due diligence , or you can take the advice of contributers to this thread - IMO a more dangerous proposition...

From the company's website but still worth reading: http://www.bluenile.com/awards.asp