Exhibit 32.1

CERTIFICATION OF CHIEF EXECUTIVE OFFICER PURSUANT TO 18 U.S.C. SECTION 1350, AS
       ADOPTED PURSUANT TO SECTION 906 OF THE SARBANES-OXLEY ACT OF 2002

I, Mark Vadon, Chief Executive Officer of Blue Nile, Inc. (the "Company") in
compliance with 18 U.S.C. Section 1350, as adopted pursuant to Section 906 of
the Sarbanes-Oxley Act of 2002, hereby certify that:

      the Company's Quarterly Report on Form 10-Q for the period ended October
      3, 2004 fully complies with the requirements of Section 13(a) or Section
      15(d) of the Securities Exchange Act of 1934, as amended; and

      that the information contained in such Form 10-Q fairly presents, in all
      material respects, the financial condition and results of operations of
      the Company.

In Witness Whereof, the undersigned has set his hand hereto as of the fourth day
of November 2004.

                                                        /s/ Mark Vadon
                                                        -----------------------
                                                        Mark Vadon
                                                        Chief Executive Officer

This certification accompanies the Form 10-Q to which it relates, is not deemed
filed with the Securities and Exchange Commission and is not to be incorporated
by reference into any filing of Blue Nile, Inc. under the Securities Act of
1933, as amended, or the Securities Exchange Act of 1934, as amended (whether
made before or after the date of the Form 10-Q), irrespective of any general
incorporation language contained in such filing.