Digital Bling: Diamonds For Sale Online

13 08 2010

Valentine’s Day isn’t just a celebration for lovers. It’s also a time when jewelers step up their advertising for precious stones like diamonds.

Traditionally, consumers have gone to jewelry stores to purchase engagement rings and other fine gems. Now, a small but growing number of people are buying diamonds online and spending thousands — even tens of thousands of dollars — to buy something they have never seen.

Alok Kapur proposed with champagne, chocolate and a diamond ring. It was classic and romantic. But he bought his ring in a much less traditional way. He purchased it online from Blue Nile — the nation’s largest online seller of diamond engagement rings.




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