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Founded in 1999, Blue Nile has become the largest online retailer of certified diamonds and fine jewelry. Internet Retailer Magazine reports Blue Nile is bigger than the three largest online jewelers combined below. The company is based on a unique idea: choosing an engagement ring need not be complicated. Diamonds may be easier to understand. Making the right choice can be easy. This unique approach and reputation for excellence has gained notice from publications such as Forbes, The New York Times, and money. Blue Nile is traded on NASDAQ under the symbol NILE. The company was awarded the Platinum Bizrate.com Circle of Excellence, which recognizes the best online customer service among travelers from actual consumers. Jeweler Blue Nile is the only one who has received this award, and has done every year since 2002.

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