Incorporated in 1999 as RockShop.com Inc., Blue Nile Inc., a publicly traded company, is one of the largest online retailers of certified diamonds and fine jewelry. It gained its present name in November 1999. Based in Seattle, Wash., the company offers a broad selection of quality custom made jewelry to its clients. It also offers independently certified diamonds and styles of fine jewelry, including rings, wedding bands, earrings, necklaces, pendants, bracelets and watches. In October 2008, Forbes ranked Blue Nile Inc. 42nd on Forbes' 200 Best Small Companies List. Better Business Bureau has accredited A+ to Blue Nile Inc.