NILE Blue Nile, Inc.

Leading online jeweler Blue Nile (NASDAQ:NILE) today opened its fifth Webroom location; this one at Bellevue Square in Bellevue, Washington, just a few miles from its Seattle headquarters. The Webroom offers area consumers the ability to see, touch, and feel Blue Nile’s jewelry in a physical environment, but still enjoy the advantages of online selection, convenience, and price.

“Blue Nile was born in innovation – disrupting the diamond industry – and we are excited to shake up the jewelry retail scene at Bellevue Square in the best way possible,” said Blue Nile Chairman, CEO and President Harvey Kanter. “Our Webrooms are fresh, modern, and bright, and put shoppers in the driver’s seat – not the other way around. It is truly a unique, customer-first experience that contrasts meaningfully with any traditional jewelry retailer.”

At Blue Nile’s Webrooms shoppers can view more than 400 styles of engagement rings and fine jewelry before buying them online. In addition, shoppers can access an online catalog of 150,000 independently-graded diamonds from in-store tablets. Blue Nile prices are up to 40 percent less than traditional jewelers. Non-commissioned Diamond and Jewelry Consultants are on hand to answer questions in a pressure-free environment and can also help with purchases, which can be made via in-store tablets, or at a later date from the customer’s smartphone, tablet, or PC at www.bluenile.com.

Blue Nile has four other Webrooms; at Washington Square mall in Portland, Oregon; Roosevelt Field mall in Long Island, New York; The Westchester mall, in White Plains, New York; and Tysons Corner Center mall in Fairfax County, Virginia.

For more information please contact:

Amanda WintersBlue Nile, Inc.206-336-6737amanda.winters@bluenile.com

About Blue Nile, Inc. (Nasdaq:NILE)Blue Nile, Inc. is a leading online jeweler. The company offers a smarter way to buy engagement rings, wedding rings, and fine jewelry by providing in-depth educational materials and unique online tools that place consumers in control of the jewelry shopping process. Blue Nile has some of the highest quality standards in the industry and offers thousands of independently graded diamonds and fine jewelry at prices significantly below traditional retail. Blue Nile can be found online at www.bluenile.com and in its Webrooms in Portland, Oregon, Fairfax County, Virginia, White Plains, New York, Long Island, New York, and Bellevue, Washington. Blue Nile's shares are traded on the Nasdaq Stock Market LLC under the symbol NILE.