Diane Irvine has joined the board of diamond e-tail site Ritani.

Irvine is the former chief executive officer of online jewelry firm Blue Nile. She joined Blue Nile in 1999 and held various positions before becoming ceo in February 2008 until she left in November 2011.

In her board role, Irvine will advise Ritani on e-commerce and marketing strategy.

Ritani, founded in 1999, specializes in custom-made engagement rings and settings for loose diamonds. It works with a network of local luxury jewelers to enable customers to preview their final product selection before they buy.

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