PC Jeweller has joined hands with the U.S. based online jeweller Blue Nile to launch products that will be retailed through retail and e-commerce channels.

The move will help the companies tap the huge potential in online jewellery market in India. "As a part of exclusive collaboration agreement, PC Jeweller and Blue Nile will initially launch joint branded products that will be retailed through our showrooms and our e-commerce portal," PC Jeweller said in a BSE filing.

Both companies will work together on designing the jewellery, diamond sourcing, branding and marketing, the filing added.

Nasdaq-listed Blue Nile is leading online jeweller company that provides in-depth educational materials and online tools that place consumers in control of the jewellery shopping process.