Blue Nile, the leading online retailer of high quality diamonds and fine jewelry, announced the launch of an advanced version of its Interactive Diamond Search tool, tripling the number of criteria by which consumers can locate their perfect diamond. Using AJAX technology, the new version enables consumers to dynamically search tens of thousands of diamonds according to twelve different criteria in real time.

The new Interactive Diamond Search enables consumers to find their perfect diamond from a selection of more than 50,000 loose stones. In addition to searching by the Four Cs -- cut, color, clarity and carat weight, consumers can now search by polish, symmetry, fluorescence, culet, diamond grading report, depth percentage, table percentage and price. "In 1999, Blue Nile used the Internet to revolutionize how consumers shop for diamonds, empowering them with information and a vast selection for the first time. Today our new Interactive Diamond Search takes that experience to the next level by giving consumers information and choice not available at any other retailer," said Blue Nile CEO Mark Vadon.

The enhanced version of Interactive Diamond Search also gives consumers the option of customizing the search according to their preferences. Search criteria can be added or eliminated conforming to consumers priorities. For example, a consumer who is not concerned with a diamonds fluorescence can simply remove that characteristic from his search parameters. "One of the most important elements of our extensive diamond education materials is helping consumers understand what diamond characteristics are most important to them," said John Baird, diamond and jewelry expert for Blue Nile. "With our new interactive search, consumers can choose the criteria by which they want to search, sort and select."

Blue Niles new search seamlessly integrates Blue Niles industry-leading diamond education tools. By embedding diamond education within the search, consumers can simultaneously learn about the various diamond characteristics and the importance of each, as they review first hand how those characteristics impact price.