A diamond is a very expensive purchase, and for years the diamond industry has been shrouded in secrecy, mystery and a bit of romance. But today, it seems even more confusing than ever. Each diamond company claims to have some special inside connection, which allows its workers to get diamond straight from the diamond mines. As a result, it’s been a market that has resisted any kind of discount. But that is changing because of the Internet. Forbes Magazine recently did a profile on Blue Nile, an Internet diamond company that is changing the face of the industry. A few years ago, the Wall Street Journal reviewed the company and gave it a poor review. But Blue Nile must be doing something right. It now sells as many diamonds as Tiffany, with $154 million in sales. The company’s objective is to demystify the industry by telling you exactly what they’re selling you and how much it will cost. They take a much lower mark-up than traditional sellers, and it ends up costing about one-third less than traditional sellers. So, a one-carat diamond will cost about $7,000 at a traditional retailer and $4,700 at Blue Nile. Traditional diamond companies are not at all happy with Blue Nile or with the warehouse clubs that offer great discounts on diamonds. But the marketplace is obviously happy with Blue Nile, as sales continue to grow. Consider it if you are into price more than romance.