Exhibit
31.1





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





I, Melissa Payner-Gregor, certify
that:





1.  I have reviewed this
annual report on Form 10-K 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 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)) and internal control over financial reporting (as defined in
Exchange Act Rules 13a–15(f) and 15d–15(f)) for the registrant and we
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, is made known to us by others within those entities,
particularly during the period in which this report is being
prepared;





b.  Designed such internal
control over financial reporting, or caused such internal control over financial
reporting to be designed under our supervision, to provide reasonable assurance
regarding the reliability of financial reporting and the preparation of
financial statements for external purposes in accordance with generally accepted
accounting principles;





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 quarter (the registrants fourth fiscal
quarter in the case of an annual report) 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 officers and I have disclosed, based on our most recent evaluation,
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:  February
      18, 2010
              /s/ Melissa
Payner-GregorMelissa
      Payner-GregorChief
      Executive Officer