EXHIBIT 31.1

               CERTIFICATION PURSUANT TO RULE 13a-14(a)/15d-14(a)

        I, Melissa Payner-Gregor, certify that:

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

        2. Based on my  knowledge,  this  quarterly  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
quarterly 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  officers 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,  or caused
such disclosure controls and procedures to be designed under our supervision, 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. 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

                c.  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; and

        5. The  registrant's  other  certifying  officers 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
functions):

                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, 2007

                                                  /s/ Melissa Payner-Gregor
                                                  ------------------------------
                                                  Melissa Payner-Gregor
                                                  Chief Executive Officer