Blue Nile Adds Augmented Reality to Popular "Dream Box" Feature in New Mobile App

SEATTLE, Oct. 8, 2014 (GLOBE NEWSWIRE) -- Blue Nile, Inc. (Nasdaq:NILE), the original online jeweler, today announced the launch of its new mobile shopping app available in Apple's App Store which now includes augmented reality on the app's "Dream Box" feature, allowing consumers to virtually "try on" a Blue Nile engagement ring from an iPhone.

One of the most popular features of the original app, the Dream Box contains thousands of one-of-a-kind rings created by Blue Nile's expert jewelry craftsmen. For those consumers seeking inspiration for their engagement ring purchase, or for those just doing a little dreaming, a simple shake of their phone will reveal a photo of a custom Blue Nile diamond engagement ring. For the first time, users can snap a photo of their hand, virtually "try on" the ring, and share it through Facebook, Twitter, text, or email as a subtle hint to that special someone.

"Shopping for an engagement ring online is already superior in terms of selection, quality and value, and now consumers can see what the ring looks like on their finger right from their phone," said Blue Nile President, CEO and Chairman Harvey Kanter. "When paired with the world's largest selection of certified diamonds and the ability to comparison shop against brick & mortar stores in real time, the new app empowers today's connected consumer like never before."

In addition, other app features include:

Custom Engagement Rings

Consumers can access Blue Nile's Build Your Own Ring® section and customize their ring from seven different categories and hundreds of styles, including classic, vintage, gemstone, sidestone, Halo, 3 stone, and Monique Lhuillier Fine Jewelry. By tapping "Select Setting & Try It On" they can use the augmented reality feature to virtually try on the ring.

Complete Fine Jewelry Collection

Blue Nile's full line of bracelets, necklaces, pendants, and earrings, including those from Blue Nile's Designer Collective, are available to shop with multiple high resolution images of each product. Consumers can further refine shopping results by filtering according to popularity, customer rating, and price.

Diamond Search

Blue Nile's interactive Diamond Search enables consumers to shop and research more than 150,000 independently-certified diamonds according to the Four Cs – cut, color, clarity, and carat weight, as well as price. Detailed information, including diamond grading reports from either the Gemological Institute of America (GIA) or American Gem Society Labs (AGSL), can be viewed for each diamond. Diamond Search is especially powerful for helping consumers to comparison shop for diamonds against brick & mortar retailers in real time.

International Shopping, Shipping, and Currency Selection

Blue Nile ships to more than 40 countries and these consumers can shop and purchase jewelry in their local currency right from the app. This is particularly useful for those customers who frequently travel overseas as the app makes it possible to purchase while traveling on business and ship to their home country for arrival upon return.


In-depth product education to make the diamond-shopping process transparent and empowering is the backbone of Blue Nile. Interactive guides are available on the app so consumers can quickly understand what diamond characteristics are important and why, and use this information to find the perfect diamond for their budget.

Free Shipping, 24-7 Customer Service

Every Blue Nile purchase ships free via FedEx. For those consumers who need expert guidance to make their fine jewelry purchase, Blue Nile's non-commissioned Diamond & Jewelry Consultants can be reached at the touch of a finger from the app, twenty-four hours a day, seven days a week.

The Blue Nile Mobile App is available for free from Apple's App Store on iPad, iPhone and iPod touch at

About Blue Nile, Inc.

Blue Nile, Inc. is the original online jeweler. The company offers a smarter way to buy engagement rings, wedding rings, and fine jewelry by providing in-depth educational materials and unique online tools that place consumers in control of the jewelry shopping process. Blue Nile 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 Blue Nile's shares are traded on the Nasdaq Stock Market LLC under the symbol NILE.

CONTACT: Josh Holland 206.336.6773

Source:Blue Nile, Inc.