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Proprietary Award-Winning Designs
At Brilliant Earth, design has always been at the heart of what we do. Our proprietary collections include nature-inspired styles, modern minimalist pieces, and customizable settings that allow for personalization at every stage. With over 20 awards, the Brilliant Earth design team is recognized for creating both timeless and contemporary engagement ring settings. Beyond selecting a diamond and a setting, customers can collaborate with Brilliant Earth designers to modify an existing piece or create a fully bespoke ring from concept to completion.
Blue Nile also offers a wide variety of settings and customization options. Like Brilliant Earth, their online “Build Your Own Ring” feature allows customers to pair loose diamonds with a range of settings, giving shoppers flexibility in design. While Blue Nile provides a broad selection, Brilliant Earth emphasizes award-winning artistry and deeper customization options for those seeking a piece that reflects personal style down to the finest detail.
Seamless & Innovative Experience
Brilliant Earth pioneered the omnichannel jewelry experience by starting online before expanding into showrooms across the U.S. Each customer gets personalized guidance without the pressure of a traditional sales environment. For those who prefer shopping from home, Brilliant Earth virtual appointments provide the same level of service, and the brand’s digital visualization tools make it easy to see how customizations and ring stacks will look before purchasing.
Blue Nile has also grown from an online-first retailer to include in-person locations. Like Brilliant Earth, they offer virtual appointments and online customization tools, making the experience flexible for different types of shoppers. Both brands prioritize convenience, though Brilliant Earth’s focus on immersive design visualization and tailored showroom appointments reflects its roots in reimagining the jewelry buying journey.
Sourcing & Sustainability
At Brilliant Earth, traceability and responsible sourcing are priorities. Every diamond offered is tracked through our proprietary Beyond Conflict Free™ or Pathway to Beyond Conflict Free standards, which go beyond the Kimberley Process by considering labor, human rights, and environmental factors. Brilliant Earth also provides the largest selection of blockchain-verified diamonds in the industry. In addition, 99% of the gold in settings is repurposed, helping reduce the environmental impact of new mining. Lab diamond collections, including the Capture Collection and Renewable Collection, highlight innovation in sustainable luxury.
Blue Nile sources both natural and lab diamonds, and while they provide a wide selection, their sourcing standards do not place the same emphasis on traceability and responsible materials as Brilliant Earth. That said, both companies allow shoppers to choose between mined and lab grown options, giving buyers flexibility depending on their preferences.
Pricing & Value
Brilliant Earth’s pricing structure stems from a digital-first business model and transparent supply chain. Customers can filter by budget, compare natural and lab grown diamonds, and choose from a variety of certification types to find what works best for them. By focusing on transparent sourcing and customization options, Brilliant Earth delivers value without relying on heritage or prestige-based pricing.
Blue Nile has built a strong reputation for competitive pricing and frequent promotions. For customers who prioritize finding the lowest price point, Blue Nile’s promotions may be appealing. For those who value traceable sourcing, repurposed precious metals, and award-winning designs, Brilliant Earth’s pricing reflects both quality and sustainable considerations.
Customer Satisfaction & Reviews
Customer satisfaction is central to the Brilliant Earth experience. Many customers highlight our personalized, educational, and pressure-free approach provided both online and in person. Reviews also emphasize our customization process, with many appreciating the ability to bring their vision to life. On third-party platforms like Trustpilot and The Knot, Brilliant Earth’s responsible sourcing practices and design expertise are frequent points of praise.
Blue Nile also receives strong customer feedback, especially regarding pricing, selection, and efficiency. Their long-standing reputation as one of the first online jewelers gives them credibility among buyers who prioritize convenience and established trust. Both companies have loyal customer bases, though Brilliant Earth’s strengths tend to resonate most with shoppers who prioritize sustainability, transparency, and artistry.
Bottom Line: Making Your Choice Between Brilliant Earth and Blue Nile
Both Brilliant Earth and Blue Nile have reshaped the jewelry shopping experience, though in different ways. Blue Nile is known for competitive pricing, frequent promotions, and a wide diamond selection. At Brilliant Earth, design expertise, seamless shopping between our digital and physical locations, advanced customization, and industry-leading sourcing standards define our approach to an inspiring and inclusive customer experience.
When deciding between these jewelers, consider which factors matter most to you:
- Design expertise and customization: Choose Brilliant Earth for proprietary, award-winning designs and the ability to create a piece that reflects your unique personal style.
- Shopping experience: Both brands offer online and in-person shopping, but Brilliant Earth’s appointment-based showroom model and digital visualization tools provide a highly personalized journey.
- Sourcing and sustainability: Brilliant Earth is known for setting industry-leading sourcing standards, using 99% repurposed gold, and offering the industry’s largest assortment of blockchain-verified diamonds for even greater transparency.
- Pricing and promotions: Blue Nile often provides discounts and promotional pricing, while Brilliant Earth’s value comes from transparent sourcing, lab grown options, and competitive price points without prestige mark-ups.
- Customer experience: Both companies receive strong reviews, with Blue Nile praised for efficiency and selection and Brilliant Earth highlighted for transparent sourcing, customization, and personalized service.
Ultimately, if your priority is traceable sourcing, ethical practices, and one-of-a-kind design, Brilliant Earth may be the right fit. If you’re seeking competitive pricing and promotions, Blue Nile offers a strong alternative. Your choice depends on which values resonate most with you.
