“MEN are intimidated when they go into a jewellery store to buy their first diamond,” says Diane Irvine, the chief executive of Blue Nile.

“男人们走进珠宝店买他们第一件珠宝的时候总会有些压迫感。” 蓝色尼罗河的总经理黛安.厄文说。

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"MEN are intimidated when they go into a jewellery store to buy their first diamond," says Diane Irvine, the chief executive of Blue Nile.

“男人们走进珠宝店买他们第一件珠宝的时候总会有些压迫感。”蓝色尼罗河的总经理黛安。厄文说。

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Blue Nile adopted a virtual model, in which it provides a shop window for suppliers yet does not put any of its own capital at risk.

蓝色尼罗河采用虚拟模式，它为供应商提供一个虚拟橱窗，而不用冒险投入自己的资金。

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Blue Nile adopted a virtual model, in which it provides a shop window for suppliers yet does not put any of its own capital at risk.

ECONOMIST: Gentlemen prefer buying diamonds online

Online diamond retailer Blue Nile, then, is a twofer.

FORBES: Diamonds, Diamonds Everywhere

New customers, which are defined as individuals who have not made a prior purchase from Blue Nile, grew 7.8 percent in the fourth quarter of 2012 compared to the fourth quarter of 2011.

FORBES: Blue Nile Q4 Sales Up 21%