Blue Nile Launches Premier Diamond Collection: Astor By Blue Nile™

SEATTLE, Sept. 19, 2017 -- Leading diamond and fine jewelry retailer Blue Nile announced today the introduction of a new, elite collection of diamonds: Astor by Blue Nile™. All diamonds in the new collection maintain the superior quality standards and exceptional value that consumers expect from Blue Nile, but focus on one attribute: Sparkle. Astor by Blue Nile™ diamonds are hand selected, specifically cut, and double certified to captivate the eye in ways other diamonds cannot.

What is Sparkle?
A diamond is comprised of facets, or tiny mirrors, that reflect light. As a diamond rocks back and forth, each individual facet comes alive with flashes of brilliance (white light) and fire (colored light). This display is known and measured as sparkle. Every Astor by Blue Nile™ diamond is specifically cut to achieve a sparkle that is visibly noticeable and commands the attention of every eye in the room.

Cut is Critical
Cutting a diamond from its rough form is the most crucial step in creating a diamond with extraordinary sparkle. It begins with premium quality rough stone with as few impurities or inclusions as possible. All Astor by Blue Nile™ diamonds are guaranteed to have no inclusions visible to the naked eye. The rough is then precisely cut for ideal proportions and symmetry. If a diamond is cut even slightly out of proportion, whether too shallow, wide, deep, or narrow, it will restrict the amount of light that can be returned to the eye. In addition, precise symmetry ensures that each mirror-like facet is evenly aligned to reflect the maximum amount of light. Astor by Blue Nile™ diamonds are precisely cut for ideal proportions and symmetry to achieve maximum sparkle.

Double Certified
All Astor by Blue Nile™ diamonds rank as an Excellent Cut from the Gemological Institute of America, the world’s most respected independent laboratory. This is the institute’s top grade. The diamond is then graded by GemEx, the global leader in light measurement using a patented imaging spectrophotometer, called a BrillianceScope. This was created by an electrical engineer, a mechanical engineer, and a physicist specifically to measure light. Light performance is measured in three areas:

• Brilliance: The amount of bright white light that is reflected out of the stone. The flashes of white light contribute to the overall sparkle of the diamond.
• Fire: The measure of colored light a diamond emits. As light enters and then bounces out from the stone, the diamond's cut angles split the various hues, creating flashes of vibrant colored light.
• Sparkle: With every movement of the diamond, individual facets come alive with flashes of brilliance and fire. This display is known and measured as sparkle.

Astor by Blue Nile™ diamonds must reach a grade of “Very High” in each category – the highest grade. The requirements are so stringent that only 1 out of every 1,000 diamonds qualify.

“Customers come to Blue Nile for a superior experience and unmatched value,” said Chief Executive Officer Jason Goldberger. “We know they want more than a diamond. They want a lifetime of lighting up the room. That’s why we created Astor by Blue Nile.”

Astor by Blue Nile™ diamonds are now available online at BlueNile.com in popular round and princess shapes.

About Blue Nile, Inc.

Blue Nile, Inc. is a leading online jeweler. The company offers a smarter way to buy engagement rings, wedding rings, and fine jewelry by providing in-depth educational materials and unique online tools that place consumers in control of the jewelry shopping process. Blue Nile has some of the highest quality standards in the industry and offers thousands of independently-graded diamonds and fine jewelry at prices significantly below traditional retail. Blue Nile can be found online at www.bluenile.com and in its Webrooms in Long Island, New York, White Plains, New York, Portland, Oregon, Fairfax County, Virginia, and Bellevue, Washington.

For more information please contact:

Amanda Winters
Blue Nile, Inc.
206-336-6737
[email protected]