Blue Nile Selects Xiu.com as Its Exclusive Third-Party Online Distributor of Fashion Jewelry in Mainland China

Wed Jan 23, 2013 10:00am EST

* Reuters is not responsible for the content in this press release.

http://pdf.reuters.com/htmlnews/8knews.asp?i=43059c3bf0e37541&u=urn:newsml:reuters.com:20130123:nGNXUWZWCa

SEATTLE, Jan. 23, 2013 (GLOBE NEWSWIRE) -- Blue Nile, Inc. (Nasdaq:NILE), the leading online
retailer of diamonds
http://www.globenewswire.com/newsroom/ctr?d=10018921&l=1&a=diamonds&u=http%3A%2F%2Fwww.bluenile.com%2Fdiamonds.asp
 and fine jewelry, announced that Xiu.com
http://www.globenewswire.com/newsroom/ctr?d=10018921&l=1&a=Xiu.com&u=http%3A%2F%2Fxiu.com%2F , a
top Chinese luxury shopping website, will serve as the exclusive third-party online distributor of
its fashion jewelry in mainland China. Blue Nile's flagship store formally launched on January 18,
2013, marking the official entrance of the company's fashion line in the mainland China market.

Chinese customers may now purchase thousands of high-quality Blue Nile jewelry items including
gemstone, gold, silver, platinum, and pearl accessories from the convenience of their computers,
smartphones, or tablets. The company also offers an array of products aimed at business
professionals, such as cufflinks, business card holders, tie clips, and key rings. Prices range
from a few hundred to over one million RMB.

"Blue Nile has a strong and growing international presence, and the company has identified China
as a core market in which to continue that growth," said President and General Manager of
International Vijay Talwar. "Cooperation with a leading Chinese luxury shopping site is an
effective way to enter the mainland China market."

"We're very excited that, through this partnership, Chinese consumers can purchase Blue Nile's top
designed jewelry at a tremendous value on Xiu.com
http://www.globenewswire.com/newsroom/ctr?d=10018921&l=4&a=Xiu.com&u=http%3A%2F%2Fxiu.com%2F ,"
said Xiu.com CEO Jiwen Hong.

Blue Nile's flagship store can be found at
http://www.xiu.com/bluenile/index.shtml?s_id=xiu-bluenile
http://www.globenewswire.com/newsroom/ctr?d=10018921&l=5&u=http%3A%2F%2Fwww.xiu.com%2Fbluenile%2Findex.shtml%3Fs_id%3Dxiu-bluenile
.

About Blue Nile, Inc.

Blue Nile, Inc. is the leading online retailer of diamonds
http://www.globenewswire.com/newsroom/ctr?d=226285&l=8&a=diamonds&u=http%3A%2F%2Fwww.bluenile.com%2Fdiamonds.jsp
 and fine jewelry. The Company delivers the ultimate customer experience, providing consumers with
a superior way to buy engagement rings
http://www.globenewswire.com/newsroom/ctr?d=226285&l=8&a=engagement%20rings&u=http%3A%2F%2Fwww.bluenile.com%2Fengagement-rings
, wedding rings and fine jewelry
http://www.globenewswire.com/newsroom/ctr?d=226285&l=8&a=jewelry&u=http%3A%2F%2Fwww.bluenile.com%2Fjewelry
. 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
http://www.globenewswire.com/newsroom/ctr?d=10018921&l=7&a=www.bluenile.com&u=http%3A%2F%2Fwww.bluenile.com%2F
. Blue Nile's shares are traded on the Nasdaq Stock Market LLC under the symbol NILE.

The Blue Nile, Inc. logo is available at http://www.globenewswire.com/newsroom/prs/?pkgid=9579
http://www.globenewswire.com/newsroom/ctr?d=10018921&l=8&u=http%3A%2F%2Fwww.globenewswire.com%2Fnewsroom%2Fprs%2F%3Fpkgid%3D9579


About Xiu.com

Founded in 2008, Xiu.com is a leading online fashion and luxury marketplace in China. The
categories offered on Xiu.com include apparel, shoes, accessories, watches, bags, cosmetics and
other fashion products. Xiu.com is dedicated to bringing the best global fashion and lifestyle to
China and has become a major channel for both international brands' entry to the China market and
Chinese customers' purchases of overseas fashion products. Through its B2C platform with solid IT
support, Xiu.com successfully presents overseas products in a way that is familiar to Chinese
customers. Xiu.com provides a one-stop shopping experience, with services ranging from convenient
payment methods, cross-border forwarding, home delivery, unconditional return, customer
relationship management, warehousing management and marketing support. The headquarters of Xiu.com
is located in Shenzhen. Investors of Xiu.com include KPCB and Warburg Pincus.

CONTACT: Josh Holland
         206.336.6773
         joshh@bluenile.com

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