Blue Nile

Ok mulitchannel folks, you didn't have many ideas for how to grow Orange Julius into a multichannel brand.

So what do you think about Blue Nile, the online purveyor of jewelry? The leaders of our industry strongly believe a brand needs to be multichannel. Blue Nile doesn't have a catalog, doesn't have retail stores, and yet, built a credible business.

How would you explain their success in an environment that experts believe favors multichannel strategy?