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Photo Release -- Blue Nile Unveils "Build Your Own Charm Bracelet(TM)" Featuring Its Classic Charm Bracelet Collection and Recently Launched Jovana Bead Charms Collection

(October 25, 2011)

SEATTLE, Oct. 25, 2011 (GLOBE NEWSWIRE) -- Blue Nile, Inc. (Nasdaq:NILE), the leading online retailer of diamonds and fine jewelry, today launched "Build Your Own Charm BraceletTM," which enables users to create a custom charm bracelet they design themselves. Charm bracelets can be created with charms from two distinct collections -- the Classic Charm Bracelet Collection, featuring more than 100 sterling silver charms, or the new Jovana Bead Charms Collection, sold exclusively online at Blue Nile.

Blue Nile's Classic Charm Bracelet Collection
Blue Nile's Classic Charm Bracelet Collection includes
more than 100 charms in the finest sterling silver.
Charms start at only $26.

Blue Nile's new Jovana Bead Charms Collection
The new Jovana Bead Charms Collection, available online exclusively at Blue Nile, includes nearly 600 intricate beaded charms made of such materials as Murano glass, Austrian crystal, sterling silver, and gemstones. Jovana Bead Charms start at only $19.

Photos accompanying this release are available at

The "Build Your Own Charm BraceletTM" feature allows consumers to mix and match the versatile and unique charms within each collection, as well as create and visualize their one-of-a-kind charm bracelet prior to ordering. The application also enables users to choose their desired bracelet style, view and choose from hundreds of charms, and filter options by desired price and color, thereby creating the perfect accessory.

"Charm bracelets are deeply personal, allowing the wearer to express their individuality and carry mementos of their most cherished memories wherever they go," said Blue Nile Senior Vice President of Merchandising Sue Bell. "We've become one of the world's leading fine jewelers by giving consumers the power and choice of customization. Our new "Build Your Own Charm BraceletTM" extends that capability, and consumers are already taking advantage of the new feature."

Blue Nile's charm bracelets are available in two distinct collections.

Classic Charm Bracelet Collection

Blue Nile's Classic Charm Bracelet Collection includes more than 100 charms, representing almost every personality, hobby, and pastime imaginable. Consumers will find charms symbolizing significant life events such as a new baby, graduation, or wedding, as well as initials and birthstone charms. All charms and charm bracelets in the Classic Collection are made of the finest sterling silver. Charm bracelets start at $52. Individual charms are available from $26.

Jovana Bead Charms Collection

Available online exclusively at Blue Nile, the new Jovana Bead Charms Collection includes nearly 600 intricate beaded charms available in a variety of metals and materials, including Murano glass, Austrian crystal, sterling silver, and gemstones. Shoppers can select individual charms from a variety of themes, such as fashion, holiday, signs of the zodiac, and animals, to name but a few. Jovana bracelets are available in either sterling silver for $40, or black leather for $19. Jovana bead charms start at only $19.

Charm Bracelet Starter Ideas

For the perfect, personalized gift, Blue Nile also offers themed starter charm bracelets.

In the Classic Charm Bracelet Collection shoppers can choose from 10 starter combinations including:

  • Girl About Town

  • Wedding Day

  • Baby Boy

  • Baby Girl

  • Travel

  • Day at the Beach

  • Pets

  • Stroll in the Garden

  • It's Your Birthday

  • Winter Wonderland

In the Jovana Bead Charms Collection, charm bracelet starter ideas include:

  • Fashionista

  • Baby Boy

  • Baby Girl

  • Happily Ever After

  • Tropical Destination

  • Pretty in Pink

  • Shades of Blue

  • Purple Perfection

  • Floral Delight

  • Turquoise Treasure

Both collections can be viewed at, as well as Blue Nile's mobile site and iPhone application.

Blue Nile provides an extraordinary jewelry shopping experience characterized by quality, value, ease, and expertise. All Blue Nile orders are shipped absolutely free via FedEx. Blue Nile Diamond and Jewelry consultants are available 24-hours a day, seven days a week at 1-800-242-2728.

For more information about Blue Nile, to request additional photos, or to schedule an interview, please contact:

Josh Holland

Senior Manager, Corporate Communications


[email protected] 

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, and Blue Nile's shares are traded on the Nasdaq Stock Market LLC under the symbol NILE.

The Blue Nile, Inc. logo is available at

About Jovana, Inc.

Jovana, Inc. was founded by two entrepreneurial women with a passion for family, friends, and fashion. These entrepreneurs created a line of bead charm bracelets and jewelry that would reflect a woman's personality and style. Jovana's founders sought out the world's best materials to reflect their exceptional jewelry designs.

Blue Nile, Inc. Logo

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