Elevating the Blue Nile Brand Experience to Celebrate All of Life’s Brilliant Moments

After leading the online jewelry category when it first launched in 1999, Blue Nile over the years had lost its first-mover advantage, particularly with younger buyers. It needed to increase brand relevance and grow market share fast, and it wanted to clarify the role of a premium jewelry brand in a fast-moving world.

Blue Nile partnered with Material’s design studio, Aruliden, to reimagine how the brand shows up in the physical and digital marketplace, providing a scalable platform for audience and product line expansion.

Our brand positioning, identity and experience strategy built upon the amazing value and personal service that differentiate Blue Nile from other jewelers and created an experience that leaves customers feeling confident, inspired and joyful in all of life’s brilliant moments, from daily rituals to life-changing milestones.

The new packaging – which includes space for a keepsake photo to mark the gifting moment – serves as a touchpoint that delights customers and reinforces the idea of a lifelong relationship with the Blue Nile brand.

By seamlessly integrating product, editorial moments and cross-promotional opportunities, the new digital experience balances e-commerce best practices with genuine, emotional brand storytelling that connect and resonate with customers searching for the perfect piece of jewelry online.

And for those shoppers who prefer an in-person experience, Blue Nile continues to grow and expand with new brick-and-mortar locations, all of which deliver the new, personalized, high-touch sales experience with the brand’s thoughtful and helpful experts in-store.