R2Net: A Partner for Innovation and Value
A collection of brands and proud member of the Signet Jewelers Limited ("Signet") family
R2Net (originally known as 'Rough Diamond to Internet') was launched in 2007 with a mission to offer elevated transparency and the highest quality diamonds through its robust and market-leading omnichannel e-commerce and supply chain platform that connects the entire span of the diamond industry’s ecosystem, including manufacturers, retailers and consumers. R2Net owns and operates two distinct brands and two jewelry retailers, James Allen and Blue Nile as well as proprietary imaging and technology platforms, Segoma and Brio Animation Studio. R2Net also houses its own Diamond Market, providing one of the largest offerings of high-quality certified diamonds. Powered by its high performing team and data, R2Net drives excellence across the digital customer journey for the world's largest jewelry retailer, Signet Jewelers.
A Portfolio of Pioneers
Both James Allen and Blue Nile present unique and distinct value propositions, attracting a diverse range of audiences with thoughtfully impactful narratives. While both brands offer a seamless e-commerce experience, their specific strengths create a powerful, complementary portfolio: James Allen: The original R2Net brand, James Allen empowers individuals with an everyday fair-pricing philosophy and refreshing transparency. The brand's unique value proposition is built on an everyday fair price model and its unmatched 360° HD Diamond Display Technology, providing total transparency across a vast, customizable assortment. This empowers customers to curate their look and express their unique style, all at the highest quality but at a fair price.:
James Allen: The original R2Net brand, James Allen empowers individuals with an everyday fair-pricing philosophy and refreshing transparency. The brand's unique value proposition is built on an everyday fair price model and its unmatched 360° HD Diamond Display Technology, providing total transparency across a vast, customizable assortment. This empowers customers to curate their look and express their unique style, all at the highest quality but at a fair price.
Blue Nile: Acquired by Signet Jewelers in 2022, Blue Nile operates as the original online jeweler, offering smart luxury and meticulous craftsmanship. The brand's legacy has earned the trust of millions of satisfied customers, providing them with the confidence to make smart choices. Its high-quality standards and vast assortment make it a one-stop shop for all needs. By providing the highest quality fine jewelry without the champagne markup, Blue Nile allows customers to feel intelligent about their investment. This is further supported by solutions like 360-degree diamond viewing and honest, un-commissioned customer service, which empower them to make a confident choice that truly fits their needs, free from sales pressure or upselling.
Unrivaled Digital Innovation
R2Net's commitment to innovation is anchored in two distinct digital capabilities. Our proprietary diamond 360° HD technology, which is developed by Segoma, shows the granular detail of every diamond, which is meticulously inspected by our team. This technology provides unprecedented clarity and transparency for the customer. In addition, our core creative arm, Brio Animation Studio, provides cutting-edge visual technology to bring our vast assortment to life and add confidence for fine jewelry shoppers.