E-commerce’s share of total retail sales of jewelry nearly doubled in the last five years to 11.6%, as consumers are increasingly more comfortable buying high-ticket items, such as diamonds, online. One of the leaders in the category, web-only retailer Blue Nile, was acquired in November 2016 in a $500 million cash deal by a group led by venture capital firm Bain Capital and hedge fund Bow Street LLC. At the time of its acquisition, the company reported net sales were down 2.5% for the first nine months of 2016.

See below for a snapshot of the U.S. online jewelry industry. This includes data from merchants ranked in the Internet Retailer 2017 Top 1000, including those in the following segments:

    • Fashion Jewelry
    • Fine Jewelry
    • Watches

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