BLUEFLY, INC.
                                  JUNE 30, 2003

                                                                    EXHIBIT 31.1

               CERTIFICATION PURSUANT TO RULE 13A-14(A)/15D-14(A)

     I, E. Kenneth Seiff, certify that:

     1.   I have reviewed this quarterly report on Form 10-Q of Bluefly, Inc;

     2.   Based on my knowledge, this report does not contain any untrue
statement of a material fact or omit to state a material fact necessary to make
the statements made, in light of the circumstances under which such statements
were made, not misleading with respect to the period covered by this report;

     3.   Based on my knowledge, the financial statements, and other financial
information included in this report, fairly present in all material respects the
financial condition, results of operations and cash flows of the registrant as
of, and for, the periods presented in this report;

     4.   The registrant's other certifying officer(s) and I are responsible for
establishing and maintaining disclosure controls and procedures (as defined in
Exchange Act Rules 13a-15(e) and 15d-15(e)) for the registrant and have:

               a.   Designed such disclosure controls and procedures to ensure
that material information relating to the registrant, including its consolidated
subsidiaries, is made known to us by others within those entities, particularly
during the period in which this quarterly report is being prepared;

               b.   [Paragraph omitted in accordance with SEC transition
instructions contained in SEC Release 34-47986];

               c.   Evaluated the effectiveness of the registrant's disclosure
controls and procedures and presented in this report our conclusions about the
effectiveness of the disclosure controls and procedures, as of the end of the
period covered by this report based on such evaluation; and

               d.   Disclosed in this report any change in the registrant's
internal control over financial reporting that occurred during the registrant's
most recent fiscal quarter that has materially affected, or is reasonably likely
to materially affect, the registrant's internal control over financial
reporting;

     5.   The registrant's other certifying officer(s) and I have disclosed,
based on our most recent evaluation of internal control over financial
reporting, to the registrant's auditors and the audit committee of the
registrant's board of directors (or persons performing the equivalent function):

               a.   all significant deficiencies and material weaknesses in the
design or operation of internal control over financial reporting which are
reasonably likely to adversely affect the registrant's ability to record,
process, summarize and report financial information; and

               b.   any fraud, whether or not material, that involves management
or other employees who have a significant role in the registrant's internal
control over financial reporting.


Date  August 8, 2003                                 /s/ E. Kenneth Seiff
                                                     -----------------------
                                                     E. Kenneth Seiff
                                                     Chief Executive Officer