A Successful Dot Com?

from the could-it-be? dept

I have a female friend who absolutely hated the BlueNile.com commercials that used to run (I’m pretty sure they’ve stopped running TV commercials). My friend thought they suggested that all women cared about were diamonds (and, more to the point of one of the commercials: if you give a woman a diamond, she’ll go to bed with you). However, it sounds like something BlueNile is doing is working because they’re selling an awful lot of diamonds online. The trick is that they’re focusing on marketing to guys (perhaps that’s why my friend hated the commercials), since guys make most diamond purchases. Seems like a pretty smart strategy – since most guys are intimidated by jewelry stores (and a quick poll of guy friends shows that less than 50% of them understand what a “blue box” is all about).

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