Bluefly.com, the online discount apparel retailer, credits its blog Flypaper with drawing new customers to the store. The Flypaper blog was opened in 2005 and invites visitors to dis-cuss anything related to fashion. Bluefly.com is trying to appeal more to women who want to buy clothes and accessories that are currently fashionable rather than their current customer base of women who are looking for discounted items that might no longer be Online jeweler Ice.com operates several blogs, including one focused on celebrity jewelry. The company believes that the blogs encourage potential customers to visit their online store.