Short clip: Blue Nile's Web 2.0 diamond search tool

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>> What are some of the innovations that you're working on that you see going forward, for example, anything in the area of Web 2.0 and social networks?

>> Sure, one is in our diamond search application. We put a lot of work into an Ajax application over the last 2 years to really help people find the right diamond, and, you know, it's a somewhat complicated process. As people come in we've tried to really make it easy to understand and simple, but allowing them to expand their interest in additional information if they want. And if you look at our site we've got an application that has sliders assumed spelling information that really tries to solve the "what if" problem. So if you're coming in and searching for a product, you know, around $5,500 we wanted to have a solution where you could say, you know, what if I just spent a little more, what if I spend a little less, what if the quality I went a little higher or a little lower. And we've got a great application there to solve that that would be really hard to do without that Web 2.0 type application. And so I'm intrigued to find that but, again, we're focusing on the things that we really think the consumer will want.

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