Blue Nile, Inc., is an online retailer of diamonds and jewelry in the United States. In addition to sales of diamonds, fine jewelry and watches, the Company provides guidance and support to enable customers to more effectively learn about and purchase diamonds as well as classically styled fine jewelry. The Company serves consumers in over 40 countries and territories all over the world and maintains its primary Website at www.bluenile.com. The Company also operates the www.bluenile.co.uk and www.bluenile.ca websites. The Company derives its revenues through its three websites: www.bluenile.com, www.bluenile.ca and www.bluenile.co.uk.