Blue Nile’s new Designer Collective, a collection of fine fashion jewelry from a clutch of well-known designers, was created to inject a dose of name-brand fashion into the site’s inventory mix—which is heavy on bridal and classic-feeling styles.
The collection features pieces from Anne Sportun, Bree Richey, Denise James, Robert Leser, and the in-house Blue Nile Studio. It debuted March 24 with a bang: All five of the website’s “rotator” images (photos that cycle to spotlight new product) hyped the collection, which includes rings, earrings, pendants, and bracelets ranging in price from $55 to $6,000.
Robert Leser blue topaz and diamond 14k white gold halo ring, $850
“Our customers know Blue Nile for our high-quality assortment of classic jewelry offered at tremendous value,” says spokesman Josh Holland. “The Designer Collective allows us to balance that assortment with one that carries a more distinctive, bespoke style.”
Blue Nile’s successful 2012 introduction of Monique Lhuillier Fine Jewelry—an elegant bridal line that was recently expanded to include earrings, necklaces, and pendants—prompted the company to consider other designer-based collections. The Collective, says Holland, “is a way to bring other designers to the forefront.”
Annie Sportun diamond Bubble Cluster drop earrings in 18k gold, $1,575
The process of assembling the current group of designers took the better part of a year, reports Holland. Though a few of the designers already had a presence on Blue Nile, the company was careful—testing a few of the pieces with customers during the holidays before commiting to including them in the Collective.
“It was important for us to find designers with a lot of talent and passion who are doing truly remarkable things with their designs,” says Holland. “This group, made up of both established designers and emerging talent, was ultimately selected because they met that criteria. Each designer brings passion and a love of fine jewelry, and pushes the boundaries of creativity.”
There is no timetable for the collection—it may endure, it may go away—but Holland says the search is on for “other talented and passionate designers to [add to] this collective.”
Blue Nile Studio Rose Petal diamond bracelet in 18k rose gold, $5,400
(All images courtesy of Blue Nile)