There are those in business that are proactive and those who remain reactive – aka winners and losers.  Case in point – in the winner’s circle: Blue Nile.

Whether you like them or not is largely beside the point.  The truth is they saw an opportunity, created by what was NOT ALREADY BEING DONE, and they went for it.  Ironically, most often this is termed contrarian.

From a very modest beginning they have come to dominate on-line diamond buying, and they are arguably here to stay.  Why?

This year, while the rest of us debate whether or not we are still in a recession, Blue Nile has once again defied the common industry wisdom by betting against Bridal Sales as the sure thing. 

The most recent reports (http://www.gurufocus.com/news.php?id=103919) indicate that they posted record sales in Q1 based on the growth of Big Tickets Diamond sales – over $25K.  Their Q2 numbers surged based on the category of Non-Bridal Diamond Jewelry.

What do you make of that?