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Photo Release -- Blue Nile Launches Diamond Shopping App on the App Store

/ Source: GlobeNewswire

SEATTLE, Sept. 27, 2010 (GLOBE NEWSWIRE) -- Blue Nile, Inc. (Nasdaq:NILE), a leading online retailer of diamonds and fine jewelry, today announced its Blue Nile diamond shopping app is available on the App Store. The Blue Nile App allows consumers to comparison shop and purchase high-quality diamonds through the convenience of iPad, iPhone and iPod touch.

Photos accompanying this release are available at

The Blue Nile App allows customers to search for diamonds based on certain specifications, view available diamonds, connect to Blue Nile's Diamond & Jewelry consultants, and even purchase a diamond through their iPhone, iPad, or iPod touch. Consumers can also browse thousands of one-of-a-kind engagement rings, as well as educational materials, which explain a diamond's most important characteristics – allowing them to be their own diamond expert.

"We feel the Blue Nile App will be a game-changer in the way consumers shop for diamonds and will be a disruptive force in the diamond industry moving forward," said Diane Irvine, chief executive officer, Blue Nile. "We've listened to our customers, and feel we've developed a diamond shopping experience for iPad, iPhone and iPod touch that combines the best education with the best selection of diamonds." 

Key sections of the Blue Nile App include Diamond Search, Dream Box and Education. 

Diamond Search

The interactive Diamond Search places consumers in control of the shopping process by enabling them to access a collection of more than 70,000 diamonds in real-time. Consumers can shop at their leisure, at a time and place of their choosing, or comparison shop during an in-store retail experience.  Diamond Search provides consumers with enhanced navigation and diamond filtering capabilities, enabling them to search by cut, color, clarity, carat weight, and price to help them find their perfect diamond. Detailed information, including diamond grading reports from either the Gemological Institute of America (GIA) or American Gem Society Labs (AGSL), can be viewed for each diamond. In addition, the app allows consumers to review each diamond's specifications for:

  • Table and depth percentages
  • Length to width ratio
  • Polish and symmetry
  • Girdle
  • Culet
  • Fluorescence
  • Price per carat

By using Diamond Search, consumers have more information and are better able to find their perfect diamond according to their budget and individual specifications than at any time in history.  Then, once consumers find their perfect diamond, they can purchase the diamond through their iPhone, iPad, or iPod touch or contact Blue Nile's non-commissioned Diamond and Jewelry Consultants to ask questions and get additional information about their diamond selection. 

Dream Box

For consumers seeking inspiration, or for those who just want to view beautiful rings, the Dream Box feature contains thousands of one-of-a-kind rings created by Blue Nile's jewelry craftsmen. Users simply shake their device and the Dream Box will randomly select a photo of a recently created ring from Blue Nile.  Consumers can view each ring's setting details, including metal type, number of diamonds, and price. They can also view diamonds with characteristics similar to the ring's center stone. With hundreds of rings added each week, Dream Box is always growing and changing.  When a consumer finds the perfect ring, it can be saved, emailed, and even shared on Facebook as a subtle hint to that special someone.


Blue Nile is known for providing extensive education materials to make the diamond-shopping process transparent and empowering. Now, these in-depth diamond Education guides are available instantly to consumers. Consumers can quickly understand what diamond characteristics are important and why, and use this information to make tradeoffs to find the perfect diamond according to their criteria and budget parameters.

"Today's consumer deserves a shopping experience that conforms to their demands and lifestyle," said Marianne Mark, senior vice president of Technology. "It should be simple and convenient, and deliver the highest quality diamonds coupled with spectacular value. We designed the Blue Nile App to deliver such an experience."

The Blue Nile App is available for free from the App Store on iPad, iPhone and iPod touch or at . 

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 ,  and .  Blue Nile's shares are traded on the NASDAQ Stock Market LLC under the symbol NILE. 

The photos are also available via AP PhotoExpress.

CONTACT: Blue Nile, Inc. John Baird 206.336.6805 Fleishman-Hillard Courtney Silvagni 314.982.1776