Online jeweler continues offline expansion

Blue Nile is expanding its fledgling store portfolio.



The online jewelry retailer has opened its second physical location, at The Westchester mall in White Plains, New York. Blue Nile opened its first store in June 2015, at Roosevelt Field mall in Garden City, New York. Two additional locations will open later this summer: one at Tysons Corner Center mall in Fairfax County, Virginia, and one at the Washington Square mall in Portland, Oregon.



In February, Blue Nile announced that based on the performance of the first location, up to four more would open this year.



Blue Nile stores are designed to bring the online shopping experience to life in a physical environment. Consumers are able to view more than 400 styles in person, try on engagement rings, ask questions, and place orders on in-store tablets with the help of non-commissioned consultants. Or they can go home and purchase later at their convenience.



“We’re learning there are a lot of new customers who are finding us for the first time through the Webroom and that some of our existing customers who love our quality and value still want to see, touch, and feel the ring,” said Blue Nile chief merchandising officer Julie Yoakum.