Introduction Blue Nile was founded in 1999 in Seattle. It has grown from a company knows as Internet Diamonds Inc. and eventually became one of the largest online retailers of diamond engagement rings (Hoffman 473). The goal of Blue Nile was to address the consumers’ need for engagement diamond rings and ease their search for these products. The company offered a wide selection of rings, and also provided the clients with information to educate them about making the right choice, increase their confidence, and offer guidance and help. There are three official websites of Blue Nile for the customers from the US, the UK, and Canada, and some subsidiary websites for the clients from the European Union. Overall, Blue Nile can serve as many as 40 countries and operate in over 20 different currencies. SWOT Analysis Strengths The company’s brand image, recognition, and size serve as its primary strengths. Besides, Blue Nile also has a clever strategy for dealing with its competitors in the diamond industry (using a two-horned dilemma) and addresses the competitors who operate both online and through brick-and-mortar shops. Another strong feature of Blue Nile is its wide coverage that allows it to operate in multiple countries serving a large base of the customers – this aspect makes the company more open to new clients and better known. As a result, its recognition is the key quality that will encourage new buyers to prefer the Blue Nile to the other retailers. Weaknesses A strong dependence of the diamond cutters, delivery services, the suppliers, and the other representatives of the supply chain creates the main weakness of the company; this includes not only partners’ operations but also their bargaining power and the ability to impact the pricing of the end products. Besides, the fact that Blue Nile operates online only was previously mentioned as one of the strengths; but it is important to mention that this feature is also a weakness of the company because its customers lack an opportunity to touch the products they choose and compare different items. Opportunities Improving their communication with the consumers is a significant opportunity for the company to gain a larger consumer segment in the market. Selling luxury goods such as diamond engagement rings, Blue Nile is to offer excellent customer experience and thus create its point of difference from the other diamond retailers. Perfecting their relationship with the customers and creating a better trust as a retailer is the company’s opportunity to win the clients. This approach is the most successful because in most cases engagement diamond rings are not a product bought regularly – so retailers such as Blue Nile usually have only one chance to deliver the best quality experience to a customer. The modern consumers are tech-savvy and are more likely to search for an online experience purchasing diamonds and jewelry, and that is why the Blue Nile that operates on the Internet has an opportunity to attract more buyers. Threats One of the threats for the Blue Nile comes from its direct competitors – DeBeers, the company that has been one of the leading diamond retailers in the industry for a long while, and Tiffany& Co., a massively popular company with a powerful brand reputation and recognition. Right now, the two competitors have Blue Nile steadily run in the middle of the competition, outperforming the companies that repres