Blue Nile, the online retailer is accused by Hearts on Fire Inc. to have illegally purchased the term “hearts on fire” from search engine Webcrawler.com. Hearts on Fire Inc. filed a complaint against the portal on June 20 for trademark infringement and unfair competition, as it is not an authorised seller of Hearts on Fire diamonds. Due to this the viewers on the web for Hearts on Fire Diamonds directly land up on the Blue Nile portal.

In the suit filed, Hearts on Fire seeks the court to order Blue Nile its illegal use of the trademark, pay the money damages, including profits occurring from the infringement and attorney fees. The use of the Hearts on Fire trademark by Blue Nile as a search term violates the company's trademark and “misappropriates the goodwill” the diamond cutter has created over the years, court papers said.