New Blue Nile Site Hits Web

World`s Premier Online Jeweler Launches Fully Redesigned Site; Embraces Premium
Brand Status
SEATTLE--(Business Wire)--
After 10 years in business, Blue Nile, Inc. (NASDAQ:NILE), the leading online
retailer of diamonds and fine jewelry, today announced the launch of an all new
Blue Nile website (www.bluenile.com). With new innovative features, enhanced
product visualization, larger images, expanded product detail, and new ways to
view products the site provides customers with an even better way to shop for
the finest in diamonds and jewelry.

"Since our founding in 1999, Blue Nile has grown from startup to become the
leading online jewelry retailer, as well as one of the largest specialty
jewelers in the world. We created the new website to provide an enhanced look
and feel that reflects our premium brand positioning," said Diane Irvine, Chief
Executive Officer. "Consistent with our guiding principle of executing with
excellence for our customers, our site provides exciting new tools and features
that will enhance the Blue Nile shopping experience."

As one of the world`s largest sellers of fine diamonds and diamond engagement
rings, Blue Nile has enhanced its Diamond Search capability and BUILD YOUR OWN
RING® feature with a completely new layout, providing more search tools for
consumers, and even greater ease of use. In addition, Diamond Search contains a
new, intuitive comparison feature, which enables customers to evaluate diamonds
side-by-side. The new BUILD YOUR OWN RING® feature is even more powerful than
the original, containing more information and tools to make it even easier for
customers to create their perfect ring.

The new site also provides enhanced navigation, search, and product filtering
capabilities. These new features let customers define and have more control over
the shopping process. Consumers can now narrow their selection to generate a
product assortment customized to their specifications, rather than view numerous
pages to find their perfect product.

"Most fine jewelry customers are men buying gifts for their wives or
girlfriends," said Senior Vice President Sue Bell. "We know our customers, and
they want to be in control of the shopping process. This redesign gives him even
more tools to create his own shopping experience."

New Blue Nile Features: A Closer Look

BUILD YOUR OWN RING®: Even more powerful than its predecessor,the new BUILD YOUR
OWN RING® feature, which searches more than 60,000 fine diamonds in seconds,
provides a more intuitive user interface. In addition to being able to filter
results by carat weight, cut, color, and clarity, consumers can use advanced
search features including delivery date, polish, symmetry, depth and table
percentage, fluorescence, price per carat, and culet. The updated BUILD YOUR OWN
RING® also allows customers to watch as their ring evolves into a finished
engagement ring as they progress through the shopping process.

Enhanced Product Visualization: Product images on the new Blue Nile site are
more than four times larger than on the previous site. The larger product
images, ability to see greater detail, and additional product views give
customers a close-up look at the high degree of quality and superior
craftsmanship that goes into every Blue Nile product.

Advanced Product Search & Filtering: To simplify the shopping process, consumers
can now narrow product selections by budget, metal type, gemstone, product
(earrings or bracelets, necklaces or rings), as well as many other criteria. The
result - products tailored to individual specifications in seconds.

Product Detail Flyouts: With the goal of empowering consumers and providing them
with as much information as possible, consumers no longer need to click on a
product to access additional information. As they`re shopping, consumers can
simply use their mouse to hover over a product image, and a flyout will appear
containing all the information needed to make a purchase. This includes details
such as carat weight, number of gemstones, type of clasp on a necklace or
bracelet, as well as many other criteria.

Improved Diamond Search: For those customers searching for the perfect diamond,
Blue Nile now provides them with the ability to save multiple diamonds
simultaneously to be viewed later. To make finding the perfect diamond an even
more empowering and objective purchase, the Diamond Comparison tool assembles
diamonds into an easy-to-read chart, making it possible to compare and contrast
quality criteria and price side-by-side.

Blue Nile: A Decade of The Finest Diamonds

Created in late 1999, the Blue Nile website was launched as a practical,
straightforward service designed to help men do one thing - find the perfect
diamond. With education, guidance, and no-pressure customer service at its core,
Blue Nile quickly built a large following. Over the past 10 years the brand grew
and the original website evolved, adding an interactive proprietary Diamond
Search tool, the ability to customize your own diamond engagement ring online
with the BUILD YOUR OWN RING® feature, and, eventually create custom diamond
earrings and diamond pendants.

As consumer demand grew, Blue Nile expanded its product offering to include
pearls, sterling silver, gemstone jewelry, fine watches, and accessories. While
the original Blue Nile consumer was a young, tech-savvy guy looking for a
diamond engagement ring, the customer base soon grew to include men and women of
all ages from across the country.

Today, Blue Nile ships diamonds and fine jewelry to more than forty countries
and markets around the world. The company has grown to become one of the premier
jewelry brands and one of the largest sellers of fine diamonds in the world.

The new Blue Nile website embraces the company`s premium brand status and
further positions Blue Nile to become one of the world`s most recognized luxury
jewelry brands.

About Blue Nile, Inc.

Blue Nile, Inc. is the leading online retailer of diamonds and fine jewelry. The
Company delivers the ultimate customer experience, providing consumers with a
superior way to buy engagement rings, wedding rings and fine jewelry. Blue Nile
offers in-depth educational materials and unique online tools that place
consumers in control of the jewelry shopping process. The Company has some of
the highest quality standards in the industry and offers thousands of
independently certified diamonds and fine jewelry at prices significantly below
traditional retail. Blue Nile can be found online at www.bluenile.com,
www.bluenile.ca and www.bluenile.co.uk. Blue Nile's shares are traded on the
Nasdaq Stock Market LLC under the symbol NILE.

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Blue Nile, Inc.
John Baird, 206-336-6805 (Media)
johnb@bluenile.com
Liz Powell, 206-336-6755 (Media)
liz@bluenile.com
or
Eileen Askew, 206-336-6745 (Investors)
eileena@bluenile.com

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