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.