SEATTLE, Jan. 23, 2013 (GLOBE NEWSWIRE) -- Blue Nile, Inc. (Nasdaq:NILE), the leading online retailer of diamonds and fine jewelry, announced that Xiu.com, a top Chinese luxury shopping website, will serve as the exclusive third-party online distributor of its fashion jewelry in mainland China. Blue Nile's flagship store formally launched on January 18, 2013, marking the official entrance of the company's fashion line in the mainland China market.

Chinese customers may now purchase thousands of high-quality Blue Nile jewelry items including gemstone, gold, silver, platinum, and pearl accessories from the convenience of their computers, smartphones, or tablets. The company also offers an array of products aimed at business professionals, such as cufflinks, business card holders, tie clips, and key rings. Prices range from a few hundred to over one million RMB.

"Blue Nile has a strong and growing international presence, and the company has identified China as a core market in which to continue that growth," said President and General Manager of International Vijay Talwar. "Cooperation with a leading Chinese luxury shopping site is an effective way to enter the mainland China market."

"We're very excited that, through this partnership, Chinese consumers can purchase Blue Nile's top designed jewelry at a tremendous value on Xiu.com," said Xiu.com CEO Jiwen Hong.

Blue Nile's flagship store can be found at http://www.xiu.com/bluenile/index.shtml?s_id=xiu-bluenile.

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 www.bluenile.com. Blue Nile's shares are traded on the Nasdaq Stock Market LLC under the symbol NILE.

The Blue Nile, Inc. logo is available at http://www.globenewswire.com/newsroom/prs/?pkgid=9579

About Xiu.com

Founded in 2008, Xiu.com is a leading online fashion and luxury marketplace in China. The categories offered on Xiu.com include apparel, shoes, accessories, watches, bags, cosmetics and other fashion products. Xiu.com is dedicated to bringing the best global fashion and lifestyle to China and has become a major channel for both international brands' entry to the China market and Chinese customers' purchases of overseas fashion products. Through its B2C platform with solid IT support, Xiu.com successfully presents overseas products in a way that is familiar to Chinese customers. Xiu.com provides a one-stop shopping experience, with services ranging from convenient payment methods, cross-border forwarding, home delivery, unconditional return, customer relationship management, warehousing management and marketing support.Xiu.com is located in Shenzhen. Investors of Xiu.com include KPCB and Warburg Pincus. 


CONTACT: Josh Holland

         206.336.6773

         joshh@bluenile.com
Source: Blue Nile, Inc.

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