If you are interested in how a dotcom company made it through the bubble and emerged as a leading diamond retailer — one of the top three in fact, check out When Buying a Diamond Starts With a Mouse by Gary Rivlin of the New York Times. The story focuses on Blue Nile and the online diamond behemoth says nearly every day, the company sells a ring costing $20,000 to $40,000. Last month alone, more than a dozen people bought diamonds that were so expensive — $50,000 or more — that Blue Nile delivered them in armored trucks with armed guards. The article didn’t mention Amazon.com who is also looking at becoming a major force in the jewelry business. Perhaps the omission of the company’s name means they aren’t doing as well as they thought they would in this area.