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.

 

With Jeff Bezos the CEO of Amazon so focused on selling computing services and low orbiting space rides, perhaps jewelry has dropped off the priority list as of late.