Blue Nile visionary starts new e-commerce venture - Puget Sound Business Journal (Seattle):

Maveron missed out nearly a decade ago when it failed to make an early investment in Blue Nile, an online jewelry retailer that’s now valued at more than $850 million.

But Maveron co-founder Dan Levitan isn’t going to let that happen again. The Seattle venture capital firm is currently incubating a secretive e-commerce startup led by Mark Vadon, the co-founder of Blue Nile Inc. who held the CEO reins during that company’s hyper-growth phase from 1999 to March 2008. “I turned him down twice for Blue Nile, like an idiot,” said Levitan, when asked about working with Vadon. “I’d say it was a mistake, and hopefully I am smart enough to learn from my mistakes...”