November 30, 2011, 11:18 AM

Teach them well has built its business serving first-time shoppers.

Bill Briggs

Senior Editor

Lead Photo

Young men shopping for engagement rings tend to have one thing in common, regardless of budget: They know little about diamonds. has built its business on serving those first-time shoppers by making it easy for them to buy engagement rings. In addition to teaching consumers how to shop for jewelry, Blue Nile uses rollovers to display 11 categories of product information such as a diamond’s color and carat, setting type and stock status. “We have made revisions to some of the hovers,” Diane Irvine, CEO, said in an interview before announcing her resignation. “We are trying to bring as much information as we can to one page.” The web site used to be more page-based, but the enhanced hovers enable Blue Nile to bring more information to the shopper quickly.


Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!




Relevant Commentary


Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of that will let customers and Quill ...


Charles Nicholls / E-Commerce

E-mail remarketing: three best practices to maximize revenue

Consumers who make it to the shopping cart are interested in buying. The chief strategy ...