Founded in 1999, Blue Nile has grown to become the largest online retailer of certified diamonds and fine jewelry. Internet Retailer Magazine reports Blue Nile is bigger than the next three largest online jewelers combined. The company is built on a unique idea: choosing an engagement ring doesn't have to be complicated. Diamonds can be simple 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.