Blue Nile Inc. is an online retailer of jewelry, including diamonds. Blue Nile was founded in 1999 and today is the largest online retailer of certified diamonds. Internet Retailer magazine listed Blue Nile as the web leader in the Jewelry category for 2007, and Forbes magazine has listed Blue Nile as its favorite online jeweler 2000-2006.
Blue Nile is based in Seattle, Washington. Blue Nile competes with traditional jewelry stores such as Tiffany & Co., and Cartier and also online retailer stores such as iBraggiotti.com, Abazias.com, WorldJewels.com, AnzorJewelryCorp.com, Ice.com and TowerOfJewels.com.
The key feature of being able to search through thousands of diamonds by carat weight, cut, clarity, color and other characteristics, is what attracts many customers to the website.