Blue Nile: "We firmly believe we will gain more market share than the rest of the industry."

Blue Nile, the largest online retailer of diamonds and fine jewelry, used the recession to refine its reach and improve its customers' experiences. Its careful investment in new markets and technologies enabled the company to develop a broad global reach and provide a high-quality experience for its customers. Blue Nile's online-only presence means it can procure from suppliers on a real-time basis, optimizing cash flow and minimizing overhead. Its revenue per employee is about $1.6 million—"almost unheard of in most retail businesses," says CEO Diane Irvine—and gross margins are 21 percent to 22 percent. While the business model is efficient and profitable, it's also lean. And when sales suddenly slowed after the Christmas of 2007, it was the beginning of a tough year.

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