E-tailer Blue Nile was among the participants in Alibaba’s Singles’ Day promotion in China, which has set a record for the biggest e-commerce shopping day ever.
Consumers spent $9.3 billion on the Nov. 11 holiday, which began as an anti–Valentine’s Day celebration of bachelorhood, but has since morphed into the Chinese version of Black Friday.
Blue Nile’s store on Tmall Global, Alibaba’s platform for brands, participated by offering diamond and gemstone jewelry for sale, according to an Alibaba blog.
“[Blue Nile executives] say they’re comfortable cutting prices for Chinese customers during the 11.11 sale, having done so on Cyber Monday in the U.S. numerous times,” the blog says.
Eight other Chinese jewelry brands participated, including Chow Tai Fook, the country’s largest jeweler, which recently purchased Hearts On Fire; Tesiro; Baocheng; and Kela. As part of the buildup to the event, Tmall showcased the brands on a billboard in New York City’s Times Square.
Blue Nile did not respond to a request for comment.