EXHIBIT 23.1

            CONSENT OF INDEPENDENT REGISTERED PUBLIC ACCOUNTING FIRM

      We hereby consent to the incorporation by reference in the Registration
      Statement on Form S-8 (No. 333-115700) of Blue Nile, Inc. of our report
      dated March 25, 2005 relating to the financial statements and financial
      statement schedule, which appears in this Form 10K.

      /s/ PricewaterhouseCoopers LLP

      Seattle, Washington
      March 25, 2005