Blue Nile helps tech-savvy Marc Antonys bejewel their Cleopatras. The leader in online jewelry sales, Blue Nile offers luxury-grade jewelry at bluenile.com, and sells loose diamonds, settings, engagement rings, as well as non-bridal jewelry made of gold, platinum, and silver set with diamonds, pearls, emeralds, rubies, and sapphires. While engagement rings account for about two-thirds of its sales, the e-tailer also sells watches and provides custom jewelry design services. Blue Nile's Web sites serve customers in the US, Canada, Europe, and the Asia-Pacific region -- more than 40 countries in all. Chairman Mark Vadon and Ben Elowitz, formerly of Fatbrain.com, founded the site in 1999.
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