With Valentine's Day coming, jewelers are gearing up for sales of engagement rings. This year, the hottest trend is blue sapphire rings, the kind Prince William presented to Kate Middleton last November.
"Almost immediately we saw increased traffic, increased phone calls, asking about blue sapphires," says John Baird of Blue Nile . (NILE)
His company quickly began creating special rings to cash in on the royal wedding craze, like this $7,500 ringweighing just under three carats, and this massive, 20-carat ring for $130,000. "This is a blue sapphire inspired by Kate Middleton's ring," Baird says, "actually, it's a little bigger than her ring."
He let me try it on.
Then he made me give it back.
Blue Nile's stock price is up 35 percent since the day of the royal engagement. Baird says sales of blue sapphire rings are up 40 percent from a year ago. The company changed its key search words on Google to capture as many customers as possible. "We started looking for words that we wouldn't normally use, like 'royal wedding' or 'Kate Middleton' or "Princess Diana sapphire'."