NILE Blue Nile, Inc.

Leading online jeweler Blue Nile (NASDAQ:NILE) opened its fourth Webroom today at the Washington Square mall in Portland, Oregon. During the summer, the company celebrated the one-year anniversary of its inaugural Webroom at Roosevelt Field mall in Long Island, New York, and opened two more locations: one in White Plains, New York, at The Westchester mall, and one at Tysons Corner Center mall in Fairfax County, Virginia. Blue Nile is continuing to move forward with plans to expand its innovative retail experience at a fifth Webroom to open by Thanksgiving at a yet-unnamed location.

“We’re bringing the on and offline worlds together to meet consumers’ demand for choice and shopping on their terms,” said Blue Nile President, Chairman, and Chief Executive Officer Harvey Kanter. “The Webroom experience is retail reimagined and unlike traditional jewelry stores. We’re finding that a segment of shoppers want access to Blue Nile’s easy, educational, and pressure-free advice in a physical setting where they can see, touch, and feel the product but still take advantage of online prices.”

This is the first Webroom to open on the West Coast, just a few hours south of Blue Nile headquarters in Seattle. The small footprint, low overhead installation creates a hybrid online/offline shopping experience unlike traditional jewelry retailers. Shoppers can walk into the Webroom and independently try on an assortment of engagement rings, view jewelry from every angle in dazzling display cases, and get pressure-free advice from non-commissioned consultants. In the Webroom, consumers can see more than 400 styles of engagement rings, wedding rings, and fine jewelry on display, and access an online catalog of 150,000 independently-graded diamonds. Prices are up to 40 percent less than traditional jewelers. All transactions continue to happen online via in-store tablets or the customer can choose to order at a later time on their own smartphone, PC, or tablet, through the Blue Nile website at www.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. Blue Nile's shares are traded on the Nasdaq Stock Market LLC under the symbol NILE.

For more information please contact:
Amanda Winters
Blue Nile, Inc.
206-336-6737
amanda.winters@bluenile.com