Blue Nile Launches Engagement Ring "Collections" to Help Customers Create the Perfect Ring

Blue Nile, Inc. (NASDAQ:NILE), the leading online retailer of diamonds and fine jewelry, has introduced an enhanced search process for engagement ring settings that allows customers to choose from four popular collections: Classic, Sidestones, Vintage and Color. The new feature organizes Blue Nile’s selection of more than 150 engagement ring settings into categories to help customers quickly find the style of engagement ring they are seeking. Blue Nile is offering this enhanced shopping experience just in time for the holidays, the most popular time of the year to get engaged.

"Many customers come to our website looking for a specific ring style,” said Diane Irvine, Chief Executive Officer, Blue Nile. "With the introduction of our new search functionality for settings, Blue Nile is helping customers quickly and easily shop for the ring of their dreams as they set out to make one of the most important purchases of their lives.”

The Blue Nile engagement ring collections feature allows customers to choose their engagement ring style by searching within four categories, as well as by metal type and price. Blue Nile offers the ability to combine more than 150 engagement ring settings and over 55,000 diamonds to create the perfect ring.

"Despite economic uncertainty, people are still falling in love and getting engaged,” added Irvine. "In addition to a superior shopping experience, Blue Nile offers tremendous value for the highest quality diamond engagement rings on the market.”

About Blue Nile Engagement Ring Collections:

The Blue Nile Collection of Classic Engagement Rings consists of settings that are simple, elegant and timeless. In this collection, the diamond is the center of attention, beautifully crafted in platinum or Gold combining enduring elegance with traditional style. Specifically designed for a comfortable fit, these timeless rings are always in style.

The Blue Nile Collection of Sidestone Engagement Rings consists of settings with dazzling diamond sidestones which feature intricate details such as channel and prong-set diamond accents. These settings are enhanced with diamond sidestones that add symmetry and enhance the center diamond by providing a larger, more brilliant appearance.

The Blue Nile Collection of Vintage Engagement Rings consists of settings that are intricate and detailed. In this collection, designs are captivating and feature the detailed elegance of micropavé set diamond accents and intricate designs. With the distinguished look of a ring that has been passed down through the family for generations, these rings have an heirloom-inspired appeal.

The Blue Nile Collection of Color Engagement Rings consists of settings that are unique, vibrant and visually stunning. In this collection, colorful gemstones offer a unique twist on traditional engagement rings, providing a dramatic contrast of vivid color that helps make the center diamond sparkle with brilliance.

For more information on the Blue Nile Engagement Ring Collection, visit www.bluenile.com/collection_category.jsp.

The engagement ring collection feature is the latest enhancement to Blue Nile’s customer experience. In June, the Company implemented Live Help to complement its existing customer service phone support, offering another way for customers to interact with Blue Nile during their shopping process. In July, Blue Nile launched Diamond Alert functionality that automatically notifies customers when diamonds matching their specific search criteria have been added to the website. In September, Blue Nile updated its proprietary Diamond Search tool with a number of user interface best practices that provide contextual education while searching for diamonds. As always, Blue Nile offers free shipping via FedEx and a 30-day money back guarantee on all purchases.

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.