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Blue Nile, Inc. and its subsidiaries operate as an online retailer of diamonds and fine jewelry worldwide. Its fine jewelry selection includes diamond, gemstone, platinum, gold, pearl, and sterling silver jewelry and accessories, as well as settings, wedding bands, earrings, necklaces, pendants, and bracelets. The company also offers a range of other fine jewelry products and watches to complement its selection of customized diamond jewelry. It offers its products under the brand name ?Blue Nile? through its Web sites, bluenile.com, bluenile.co.uk, and bluenile.ca. The company was formerly known as Internet Diamonds, Inc. and changed its name to Blue Nile, Inc. in November 1999. Blue Nile, Inc. was founded in March 1999 and is headquartered in Seattle, Washington.