Blue Nile, the US online jeweller, yesterday announced the launch of a website in the United Kingdom, its first expansion overseas.

The Nasdaq-listed company expanded in Canada earlier this year.

"We believe the UK consumer is currently being underserved by the UK jewellery industry," chief executive Mark Vadon said in a statement.

"Given our value proposition and the vast diamond selection we offer, we anticipate great success in the UKs $2 billion diamond jewellery market," he said.